What is the secret of the happiest country in the world? In an effort to answer that question, Finland — which has held the title for nearly a decade — is inviting those who are up to the challenge to pack a suitcase and compete for a sponsored vacation in its lake region.
Finland is often called the “land of a thousand lakes,” though in reality it has more than 188,000. Its Lakeland region, in the central and eastern parts of the country, is the largest lake district in Europe. Many Finns spend their summer holidays there to “slow down,” relax and reconnect with nature.
Now, the country’s official tourism board is inviting six pairs of friends to compete for a fully funded trip that includes accommodation, sauna experiences, cold-water dips and water activities, as well as kayaking, rafting and cycling. The package also includes a rental car, allowing participants to explore the region. The trip will last seven days, including two nights in Helsinki and five days in the lake district.
According to the planned itinerary, participants will land in Helsinki on June 11, 2026. The following day, June 12, they will travel to the lake region and return to the capital on June 17. Participants are responsible for travel insurance, visas and other documentation, and anyone wishing to extend their stay beyond the program will do so at their own expense.
Who can apply? Applicants must be 18 or older and citizens or residents of countries other than Finland. At least one participant must hold a valid driver’s license recognized in Finland. Basic English proficiency is required, as well as willingness to be filmed and share the experience on social media, as the campaign is part of a marketing initiative.
The application process includes a social media challenge in which applicants must film a joint video — whether as a couple, friends or parent and child. A notable requirement, particularly in today’s context, is a strict ban on the use of artificial intelligence to create submission materials. The video must be uploaded to a public Instagram or TikTok account, introducing the participants and answering how they imagine a Finnish summer vacation in the lake region.
Applicants must tag @ourfinland on Instagram or @visitfinland.com on TikTok and include the hashtag #ChillLikeAFinn. They must then complete an online form on the official campaign website and attach a link to the video. Applications are open until Sunday, March 29, 2026. Winners, to be announced on April 21, 2026, will be selected based on “creativity, authenticity and uniqueness.”
One country, 3 million saunas
For eight consecutive years, Finland has ranked first in the World Happiness Report, published annually under the auspices of the United Nations. This consistent ranking is not necessarily due to exceptional material wealth, but rather a combination of factors that produce a stable quality of life. The report, based on extensive surveys, examines indicators such as social support, healthy life expectancy, personal freedom, generosity and very low levels of corruption in both the public and private sectors.
Finns themselves often attribute their sense of well-being to high levels of trust in institutions and in one another, a culture of modesty and, of course, a deep and direct connection to nature.
It is difficult to discuss Finland without mentioning the sauna, which is far more than a heated room — it is an integral part of Finnish identity. Official figures speak for themselves: in a country of about 5.6 million people, there are more than 3.3 million saunas, averaging more than one sauna for every two residents. In effect, there is enough space for the entire population to be in a sauna at the same time.
For Finns, the sauna is not a luxury but a basic necessity — a place for social gatherings, physical and mental cleansing and sometimes even business meetings. Its cultural importance is so significant that in 2020 UNESCO recognized Finnish sauna culture as part of the Intangible Cultural Heritage of Humanity, highlighting its unique status as a tradition passed down through generations.
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There are more than 3.3 million saunas in Finland
(Photo: gor Efremychev / Shutterstock)
Nature, too, is central to Finnish identity. More than 75% of Finland’s land area is covered by dense forests, making it the most forested country in Europe, alongside more than 188,000 natural lakes. This unique ecosystem, which includes dozens of national parks open to the public, offers what global studies consistently rank as some of the cleanest air and water in the world. In summer, daylight stretches so long that in many parts of the country the sun barely sets — a phenomenon known as the midnight sun — allowing hiking, boating and swimming late into the night.
What makes Finnish nature especially accessible is an ancient legal and cultural concept known as “Everyman’s Right.” Enshrined in Finnish law, it grants anyone — local or visitor — the freedom to roam forests, pick berries and mushrooms, fish with a simple rod and pitch a tent, as long as no damage is caused and private property is respected. This freedom, combined with the tradition of ending a sauna session with a refreshing dip in a lake, makes time in nature a true way of life — and may help explain the country’s renowned sense of happiness.