Finland has topped the World Happiness Rankings for the eighth year running – but the real appeal for travellers lies in the country's deeply-lived values of balance, nature and everyday contentment.

Finns tend to accept the accolade of supreme happiness, bestowed on them by the UN's World Happiness Report in March 2025 for the eighth time in a row, with a collective shrug and eye roll. But Finnish travel operators are celebrating as travellers increasingly make the connection between Finland and happiness, hoping to come and experience that Finnish brand of happiness for themselves.

However, don't expect to be greeted with howls of laughter and cheerful quips when you land at Helsinki Airport or disembark from one of the Baltic ferries in the capital's harbour. There is some truth in the perception of Finland being a no-nonsense, down-to-earth kind of nation. Generally, Finns are flattered – happy, even – to be honoured by the report's conclusions, but while graciously accepting them, they feel "happiness" isn't really the right word. Instead, "contentment", "fulfilment" or "life satisfaction" are widely considered more appropriate terms. As Finnish President Alexander Stubb recently posted on Facebook: "No one can be happy all the time, and sometimes circumstance makes it difficult. But getting the basics right – security, freedom and equality – is a good start."

But while the concept of happiness in Finland may be nuanced and culturally specific, it is deeply embedded in the fabric of daily life. Rather than seeking constant highs, the Finnish approach is rooted in balance, connection and quiet contentment – qualities that increasingly resonate with visitors. And for travellers, this state of being is not just something to observe but one to get involved with first-hand, through embracing the country's nature, sauna culture, food, sustainable design and lifestyle.

"We see Finnish happiness as a summary of these five elements," says Teemu Ahola, director of international operations at Visit Finland, "but we don't measure or collect data to evaluate happiness as a single attraction in itself".

To experience these tangible, authentic aspects of Finnish life that underpin its consistent happiness ranking, Ahola suggests Finnish sauna culture as an increasingly popular, most globally identifiable attraction; and stresses that Finland is a safe country, naming the risk of bumping into free-roaming reindeer in northern Lapland as one of the few potential hazards for visiting tourists. Meanwhile, he adds, a new and confident generation of Finnish chefs has earned international respect for and interest in the Finnish culinary scene.

2025's Happiest Countries

The 2025 top 10 happiest countries, in descending order, consist of Finland, Denmark, Iceland, Sweden, the Netherlands, Costa Rica, Norway, Israel, Luxembourg and Mexico. The

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