Finland awards LGBTQ+ tourism pioneers for the first time at Matka Travel Fair

16.1.2025

LGBTQ+ tourism is growing in importance globally and Finland is also raising its profile.
Medina Helsinki Communications Oy, the founder of the We Speak Gay community, is
presenting seven tourism operators with the We Speak Gay Trailblazer Awards for their work in
promoting LGBTQ+ inclusivity and LGBTQ+ tourism in Finland. The award recipients have been
selected from across Finland and are Visit Tampere, Visit Jyväskylä Region, Wild Taiga from
Kuhmo and Suomussalmi, Tahlo Ventures from Ylöjärvi, Go Arctic from Oulu, Hotel Klaus K from
Helsinki and Aurora Holidays from Utsjoki.

LGBTQ+ tourism takes into account the needs and wishes of sexual and gender minorities
globally. This is a market potential of over 200 billion euros, the size and importance of which is
growing strongly. In Finland, 23 destinations and over 130 companies and events have already
committed to promoting LGBTQ+ inclusive communication and LGBTQ+ tourism as members of
the We Speak Gay community.

“The most important criterion in selecting the pioneers to be awarded has been open-minded,
bold and visible year-round LGBTQ+ inclusive communication, which is essential in attracting
LGBTQ+ customers,” says Hannu Medina, founder of Medina Helsinki Communications Oy and
We Speak Gay Community.

Finland is one of the most LGBTQ+ friendly countries in the world, but we have been lagging
behind in exploiting this market, especially in terms of communication. We now want to reward
companies and travel destinations that have acted as bold examples and pioneers for others
both locally and nationally. This is the first time in Finland that tourism operators have been
awarded for LGBTQ+ inclusive communication and LGBTQ+ friendliness,” Medina continues.

The We Speak Gay Trailblazer Awards will be presented at the Matka Travel Fair’s Queerland
stand on Thursday, January 16th at 10 am. The stand offers a colorful and diverse overview of
the possibilities of LGBTQ+ tourism, including presentations of LGBTQ+ friendly travel
destinations and networking opportunities. Come experience Queerland and the award
ceremony at the Matka Travel Fair – take a step towards more equal travel.

For more information and pictures for media:
Raul Medina, Medina Helsinki Communications Oy, media@wespeakgay.com, +358 44 9793864

www.wespeakgay.com
www.gaytravelfinland.com
www.queerlandmedia.com