The EU supports the access of Finnish and Estonian sauna experiences to the Japanese market with €1.3 million

The STEAM project is looking for sauna companies interested in international customers and developing their services.

30.9.2026

News article

Now is the right time to attract Japanese tourists to come to our saunas. Japan is currently experiencing a sauna boom and there is a huge enthusiasm for the northern way of life. In addition, thanks to the World's Happiest Country recognition, Finland receives significant media visibility in Japan.

The EU has also identified the need. It has funded the STEAM project, which helps the Finnish and Estonian sauna tourism companies increase their competitiveness and access to the Japanese market. STEAM is a joint project of Haaga-Helia University of Applied Sciences, University of Tartu Pärnu College, Tampere University of Applied Sciences and NGO Estonian Rural Tourism.

The key goal of the project is to increase the number of Japanese customers in Finnish and Estonian sauna companies.

– STEAM will carry out market and target group research on behalf of the companies and offer the companies committed to the project competitiveness to reach Japanese target groups, says Project Manager Nina Kallberg.

During the project, 360 and 3D photos and videos of saunas, for example, will be tested as part of marketing.

Eager sauna companies are sought to internationalize

At the moment, suitable SME partners are being recruited for the project. According to the project team, there are numerous saunas in Finland and Estonia that attract international tourists and would already be ready to go international and fit into the project.

– We have a strong and distinctive sauna culture in Finland and Estonia. With the project, we want to help companies productise sauna experiences that are easy for Japanese tourists to find, understand and buy, says Rilla Engblom, Specialist and Senior Lecturer in Tourism, at Haaga-Helia University of Applied Sciences.

Japan has a gigantic market – you can't do well alone

The project organises multidisciplinary network cooperation. The project and the participating companies cooperate with tourism influencers, tour operators and regional tourism organisations.

One vision is that the international tourism season in Finland and Estonia will be longer. After all, sauna tourism does not look at the weather or the season, and the Japanese travel all year round. In 2026, almost 8 million trips abroad were made from Japan, and of the months, only August stands out in terms of the number of tourists.