The relationships between happiness, wellness tourist motivation, and tourism destination among Finnish wellness travellers: insights from the world’s “happiest nation”

This paper examines the relationships between happiness, wellness tourist motivation, and tourism destinations among Finnish wellness travellers during crises, “the happiest country in the world”. Qualitative and quantitative data were collected from Finnish wellness travellers via a survey (n = 520) in fall 2021. The findings highlighted that Finnish happiness is largely based on eudaimonic-oriented meaning-seeking focusing on long-term happiness rather than hedonic-oriented and short-term pleasure-seeking: relationships, nature, rest and relaxation, and health and well-being. These motivations echo Finnish wellness travellers’ destination preferences: spas, urban destinations, national parks, and outdoor recreation areas. This paper contributes to previous tourism literature by providing the industry with new insights into travel motivations and the sources of happiness, especially in Finland.