Sara Sodhi Juneja Launches Finnish Tourism Portfolio In India

Sara and the entire team will continue working with Finland India and supporting the brand projects in the country in collaboration with the Finnish embassy in New Delhi and the Finnish consulate in Mumbai. This ongoing commitment reflects their obligation to strengthen long-term relationships between Finland and India beyond tourism alone. Looking ahead, Sara is set to host the Finland India Roadshow in August 2025 across Mumbai and New Delhi.

Sara Sodhi Juneja, a well-known name in India's tourism representation space, has announced her independent representation portfolio, Sara Consulting Services, beginning with a powerhouse selection of Finnish tourism brands. This move comes after a successful seven-year tenure heading Visit Finland in India and the Gulf, during which she achieved a breakthrough performance for the destination.

Under her leadership, Finland saw a 35 per cent rise in Indian overnights in 2024 alone, marking the highest number of overnight stays from India to Finland recorded. Her approach included trade-focused programming such as familiarisation trips, roadshows, media influencers, and tailored brand building across India and the Gulf markets.

Sara will continue her work with Team Finland India, supporting country branding projects in collaboration with the Embassy of Finland in New Delhi and the Consulate General of Finland in Mumbai. This ongoing engagement reflects her commitment to strengthening long-term ties between Finland and India beyond tourism alone.

Visit Rovaniemi, the tourism board for Santa Claus's official hometown, is among the destinations she now represents. In 2024, Rovaniemi saw a 90 per cent growth in Indian overnight stays. In the future, Sara's efforts will focus on positioning Rovaniemi as a year-round destination that showcases its Arctic summer and autumn experiences, as well as its winter Northern Lights and festive attractions.

In the luxury travel industry, Sara now represents Luxury Acton, a Nordic specialist in high-end expeditions across Finland, Lapland, and the Arctic. This collaboration includes experiential products such as Octola Snowmobile Park. The group is affiliated with Virtuoso, Serendipians, and XO Private, reflecting a clear strategy to captivate India's HNI and UHNI segments.

She will also drive brand awareness and sales support for Finland's Strawberry and Nordic Hotels and Resorts. These companies operate 19 hotels in Helsinki, including iconic names like Hotel Kamp, Hotel Haven, Hotel Lilla Roberts, and Clarion Hotels. These companies aim to expand their presence in the Indian market with tailored experiences and strengthened trade relations.

Another notable addition is Apukka Resort, a premier glass igloo property in Rovaniemi, offering immersive Northern Lights experiences from August to April. Sara will support its brand positioning and relationship-building with Indian tour operators, honeymoon specialists, and FIT planners looking for differentiated Arctic stays.

Eckero Line, the ferry operator connecting Finland and Estonia, appointed Sara to lead its engagement in the Indian market. With a 21 per cent growth in Indian travellers' volumes in 2024, the company is investing in a tailored premium ferry experience. Sara will focus on helping them align better with Indian travellers' expectations.

Sara's reflections on this expanded chapter emphasise both continuity and new momentum. "While heading to Visit Finland, I focused on building real value for the destination and the Indian trade. I am thrilled to continue that journey more diversified, representing partners who believe in India's long-term potential," she said. "Finland is a land of silence, wonder, and contrast, and it deserves a year-round place in the hearts and itineraries of Indian travellers."

Looking ahead, Sara is set to host the Finland-India Roadshow in August 2025 across Mumbai and New Delhi. The event will bring together top Finnish tourism companies to showcase experiences tailored for Indian audiences, reaffirming her role as a key bridge between the two markets.

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