North Karelia Named Europe’s Most Authentic Cultural & Nature Tourism Destination

North Karelia has received the prestigious European Travel Awards 2026 recognition as the Most Authentic Cultural & Nature Tourism Destination. The award highlights the region’s unique combination of pristine nature, Karelian cultural heritage, and genuine local hospitality.

According to the European Travel Awards, the Karelian cultural heritage shaped at the crossroads of East and West continues to thrive in North Karelia’s stories, food, music and events.

“Karelian hospitality, warmth and a genuine, down-to-earth spirit are reflected in the way we welcome our guests. It is wonderful to see that this authenticity also resonates with international audiences,” says Helena Puhakka-Tarvainen, CEO of Lietsu, a boutique apartment hotel inspired by Karelian culture.

The award citation highlights how the region’s natural beauty and Karelian culture go hand in hand. North Karelia’s forests, lakes and rolling hills offer year-round opportunities for outdoor adventures, relaxation and reconnecting with nature.

“In North Karelia, nature is always close at hand and easy to experience. Visitors can combine iconic landscapes, forests, lakes, and cultural experiences on a single trip. This recognition from the European Travel Awards supports our long-term goals to grow international tourism,” says Kirsi Partanen, co-founder of Äksyt Ämmät, a local tourism company.

VisitKarelia aims to raise North Karelia’s profile in international markets and strengthen its position as a year-round travel destination, with a particular focus on Central European markets.

International tourism is already growing in North Karelia. Compared with 2025, the number of international visitors has increased by nearly 30% this year. The largest source markets include Germany, Sweden, the Netherlands, Switzerland and Italy.

For further information

Heidi Lemmetyinen

Project Manager, VisitKarelia

Tel. +358 50 338 5151

heidi.lemmetyinen@businessjoensuu.fi

VisitKarelia is North Karelia’s official tourism marketing organisation and part of Business Joensuu. Our goal is to strengthen the region's appeal as a destination for both domestic and international visitors. We are building a strong and distinctive tourism brand for North Karelia, rooted in its beautiful nature, Karelian way of life and genuine hospitality. Together with local businesses and stakeholders, we promote sustainable tourism and regional vitality.

Read more: www.visitkarelia.fi/en/

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