Asia drives Viking Line's growth

The shipping company transported 4.6 million passengers last year. Over half came from countries other than Finland, and more than 16 percent from markets outside the Nordics and the Baltics. According to the company, both volumes and shares of international guests are expected to continue increasing, with particularly strong growth from Central Europe and Asia.

- Most international travellers come from Germany, but Chinese guests are increasing the fastest. In two years, the number has quadrupled, says Daniel Atteroth, sales and marketing director responsible for the international market.

During the Chinese New Year in February, over 4,500 Chinese passengers travelled with Viking Line - more than twice as many as the previous year. Even long-distance markets such as the USA, India, Japan, and Australia are showing upward trends.

An important driving force is improved flight connections to the Nordics, which increase the influx of international travellers and create new opportunities for ferry traffic.

At the same time, foreign guests help to smooth out seasonal variations. While Nordic demand peaks during the summer, international visitors travel more evenly throughout the year - not least Chinese tourists who travel significantly even in winter.

According to Viking Line, it is primarily nature, safety, Nordic gastronomy, and sustainable travel options that attract. In addition, there is a noticeable effect of the so-called “coolcation” trend.

- More and more people are seeking alternatives to warmer destinations around the Mediterranean. We see a steady increase in travellers from Spain and Italy, says Daniel Atteroth.

International guests often travel with Viking Line as part of tours in the Nordics, where the ferry trip combines transport and accommodation. The onboard offerings - from restaurants to spas - are highlighted as a competitive advantage, and for Asian travellers, shopping and sauna experiences are particularly attractive.

The growth is in line with a broader development where the Nordics are strengthening their position globally. According to Visit Finland, foreign overnight stays in Finland reached a record level of 7.2 million last year, with a growth rate above the European average. Sweden is also following the same trend, with strong demand from the USA.

- The geopolitical situation creates uncertainty, especially for air travel. But in the long run, the direction is clear: travel to the Nordics is increasing, and sea traffic is part of that growth, says Daniel Atteroth.

Viking Line is now continuing its international expansion with a focus on Asia, the USA, German-speaking markets, and Southern Europe, in collaboration with, among others, Visit Sweden and Visit Estonia.