Finland is known for being the happiest country in the world. They recently ranked number one for the second time in a report which ranked nations on happiness. It should be no surprise the national tourism agency made an eccentric change to bring in business (and happiness!) to Finland. They begun hiring a small group of Finns as ‘happiness guides’. Their goal is to teach international visitors why Finland ranks so highly for happiness.

“One of the uniquely Finnish experiences which contributes to our well-being is our special relationship with nature, especially our forests,”

Hetta Huittinen, a figurehead for Business Finland, who recently launched ‘Rent-A-Finn’. The contest will bring travelers to Finland this summer where they’ll enjoy a free trip with a Finnish happiness guide!

A cosy stay in the beautiful landscape

The trip will be guided by Hanna and Esko. Hanna is a marketing professional planning to treat visitors to her grandmother’s lake house. She plans to take tourists on hikes and to bake Finnish pastries. Esko will host visitors in Rovaniemi, the hometown of Santa Claus, in a summer cottage.

“Studies have shown that spending time in nature can relieve stress, hence the concept of a Finnish ‘happiness guide,’ who can showcase to our visitors how Finns experience nature to relieve stress.”‘

said Esko.

Even in the commotion of metropolitan life in Helsinki, national parks are just a short ride away. You can even get to one quickly on affordable public transport.

“You don’t have to go far from Helsinki to just enjoy silent, beautiful nature,”

Juho Juutilainen added, a businessperson serving as a guide for the program.

“You just go one bus ride or train ride and you’re in the middle of nowhere.”

Juutilainen will take visitors to the national park, followed by the nearby rocky archipelago. To relax at the end of each day, they’ll experience a sauna. Saunas link in very closely to the way Finnish people experience nature. Also, it helps them relax and ultimately stay happy. Often these saunas are built using materials from the seashore.

The Scandinavian right to roam

Under Finnish law, the public has the right to jokamiehenoikeus, or the freedom to roam. The other Scandinavian countries enjoy the same rights.
Jokamiehenoikeus states that in natural areas, including privately owned land, anyone can make temporary use of the land.

“There are no fences at all,” explains Juutilainen. “You’re allowed to go anywhere and pick berries and mushrooms or whatever you find there, or even stay overnight in a tent without asking permission.”

Finnish people spend a large amount of time outside in summer as they rent or borrow homes and cottages in the countryside. It’s not uncommon to take a four week holiday during summer. The law requires at least five weeks of annual leave. For comparison, in the USA, law doesn’t mandate vacation at all!

Finland is known for it’s advantages, and is envied around the world. It’s public schools perform incredibly, they have affordable universal daycare, and they enjoy long paid paternity and maternity leave. The government is constantly working on other programs aimed at improving quality of life.

Finland rank high on gender equality, and low on income inequality. Helsinki boasts short commutes and are constantly working on ways to make it easier for people to live without a car.

However health and well-being are one part of the overall picture. Next year’s report will include a chapter that focuses on how the environment around people influences their happiness. People actually are both happier and healthier when they see trees when they’re walking to work, and the slow pace of walking and connecting with others also has a benefit. It has implications for how you design cities.”

-John Helliwell, one of the authors of the World Happiness Report