According to the foreign ministry, research shows that a country’s image “can explain up to a quarter of outcomes in tourism, investment and talent attraction”.
Finland has updated its country branding strategy, in an aim to shape its image around the world, according to the foreign ministry.
It said in a Thursday press release that the new strategy — dubbed ‘Making happiness happen’ — “presents Finland as a country that enables people to lead a good life in a well-organised society”.
Finland has famously ranked as ‘the world’s happiest country’ for the past nine consecutive years. The World Happiness Report’s rankings are based on the population’s average assessment of their own quality of life.
The ministry’s Finland Promotion Board is behind the branding makeover.
“In the strategy, we underscore that Finland’s happiness is built on trust, equality, freedom and a society that works. While Finland is not a perfect country, it stands out internationally by, for example, giving people the space to live life on their own terms. These are the messages we want to share about Finland with the world,” Mikko Koivumaa, the board’s chair, said in the release.
Among others, the board worked on the rebranding with public administration stakeholders, the private sector and civil society, according to the ministry.
“To inform the work, an open 12 questions about Finland survey was conducted to map perceptions and experiences associated with Finland. Around 1,100 respondents from Finland and abroad took part in the survey,” the ministry explained.
“More than 90 percent of respondents felt that Finland provides good opportunities for living a happy life, and 97 percent identified trust as a defining feature of Finnish society. Respondents also highlighted the importance of equality, freedom and sauna culture,” it continued.
According to the foreign ministry, research shows that a country’s image “can explain up to a quarter of outcomes in tourism, investment and talent attraction”.
