Case Visit Finland: Traveller 2030 Scenarios with Futures Platform

Visit Finland began its tourism foresight work in the spring of 2020 by gathering views on trends and signals of change affecting the tourism landscape. Scenario building was executed by involving Visit Finland’s network of experts.  

Utilising Futures Platform's digital foresight solution and scenario workflows (the uncertainty axis method and intuitive scenario-building logic), participants first prioritised phenomena based on their estimated significance and potential future impact. The prioritisation served as the foundation for the scenario work.  

In the scenario-building phase, the participants formed four potential tourism landscapes and future tourist personas based on driving forces and uncertainties. Scenarios were fleshed out by using the uncertainty matrix. With these scenarios, they were able to explore each tourist persona, describe the possible customer profiles, and discover the business opportunities as well as identify risks.

As a result of the scenario work, Visit Finland is now well-equipped to take advantage of future changes and seize innovative opportunities to serve future travellers' needs.