Pohjoinen Metsä is providing Chinese families meaningful encounters with Finnish education, nature, and culture through thoughtfully planned tours. Hyvärilä Resort in Nurmes is the main partner for pilot tour in summer of 2025.
2.6.2025
Siqi Hou, Pohjoinen Metsä
Heikki Immonen, Marja-Liisa Ruotsalainen, Daniel Bågeberg, Karelia University of Applied Sciences
Pohjoinen Metsä combines education and cultural exchange
Pohjoinen Metsä is an educational tourism company based in Joensuu, Finland. The company specializes in travel programs tailored specifically for Chinese families, private schools, and educational travel agencies.
The founder, Siqi Hou, integrates her educational expertise with a strong cultural perspective. Born in China, Siqi completed a Master’s degree in early language education and intercultural communication at the University of Eastern Finland. With over ten years of experience in early childhood education and educational tourism, Siqi effectively bridges Finnish education and culture with Chinese visitors.
Pohjoinen Metsä has successfully advanced through the Draft Program, progressing from its initial stage in fall 2024 to the second stage in spring 2025. She also participated in the Realistic Business training program developed by Talent Hub Eastern Finland project.
Tours focus on direct engagement with Finnish education and local life
Participants on Pohjoinen Metsä’s tours visit Finnish educational institutions ranging from preschools to universities, gaining firsthand classroom experience and engaging in cultural and outdoor activities. Unlike traditional sightseeing tours, these programs highlight genuine Finnish life experiences, including interactions with locals and nature-based activities, making Pohjoinen Metsä distinctive.
Starting in summer 2025, the company will offer new summer camp itineraries covering Finnish locations like Helsinki, Nurmes, Joensuu, and the scenic Koli National Park. The main partner in North-Karelia is the Hyvärilä Resort in Nurmes. These routes have been analyzed and explored during the Draft Program to ensure they meet market expectations and are financially viable.
Ensuring product-market fit for Chinese visitors
A vital part of Pohjoinen Metsä’s strategy is tailoring its offerings to the specific demands of the Chinese market. The company carefully evaluates and aligns its programs to match customer needs and expectations.
Achieving product-market fit involves understanding the target market’s preferences and clearly distinguishing the tours from other available options. Pohjoinen Metsä’s tailored educational experiences specifically appeal to Chinese visitors.
Local partnerships ensure operational quality and reliability
Efficient logistics and operations are central to Pohjoinen Metsä’s tours. The company has secured partnerships with Finnish businesses for accommodation, transportation, and educational services, ensuring high-quality experiences.
Pohjoinen Metsä will organize its first tour in summer 2025.
Clear compliance with legal requirements and payment processes
Pohjoinen Metsä was formally established in Joensuu in February 2025, receiving guidance from Business Joensuu advisor Heli Saario. To simplify cross-border business operations, the company also established a company in China in spring 2025, facilitating transactions and compliance with Chinese regulations.
Because travel packages are sold through its China-based company, Finnish regulations do not currently require registration in the Travel Guarantee Register. Nevertheless, Pohjoinen Metsä strictly adheres to compliance best practices. Management continuously monitors Finnish Competition and Consumer Authority (FCCA) guidelines, maintains detailed records, and conducts regular compliance checks.
Payments between Finnish and Chinese entities use euro-based SWIFT transfers, supported by clear documentation compliant with China’s State Administration of Foreign Exchange (SAFE).
Marketing through targeted platforms supports brand recognition
Pohjoinen Metsä markets directly to Chinese audiences using popular Chinese social platforms including WeChat, Weibo, and Xiaohongshu. Internationally, the company reaches potential customers via Facebook and Instagram. These strategic marketing efforts help reduce initial expenses through partnerships, simultaneously building brand trust.
A dedicated Finnish-language website supports communication with local Finnish partners, reinforcing Pohjoinen Metsä’s local network.
Future expansion plans include other Asian markets
After successfully establishing its offerings with Chinese visitors, Pohjoinen Metsä aims to expand geographically. Future plans include attracting visitors from other Asian countries, such as Thailand, Singapore, Vietnam, and Mongolia.
This expansion aims to broaden the company’s cultural influence and increase business opportunities. More families and educational groups across Asia will have access to Finland’s renowned education system, nature, and cultural heritage.
Explore the Draft program’s application guidelines and apply in Joensuu or Kuopio!