Wasaline cruises are gaining popularity among Central European tourists, particularly Germans. What was once simply a means of crossing the Kvarken Strait has now become a sought-after travel experience in its own right. The highlight? Cruising through the breathtaking ice-covered waters.
Finland has long been a favorite destination for German travelers, though visits have traditionally been limited to the summer months. Recently, however, this trend has begun to shift. Tourists are increasingly exploring Finland during the cooler seasons, and beyond the usual hotspots of Helsinki and Lapland, lesser-known destinations are gaining attention.
One driving factor appears to be the coolcation trend—travelers seeking cooler climates as an escape from the intense southern heat. Visitors are realizing they don’t need to venture as far as Northern Finland or the Arctic Ocean to enjoy authentic winter conditions.
– This shift is also reflected in the rising number of international winter tourists aboard Wasaline, says Niina Jansson, Head of Sales and Business Development at Wasaline.
Last winter, German tour operator FerryKnowHow sold out its tours to Finland, which feature a cruise between Vaasa and Umeå as the highlight. Demand is expected to double for the upcoming season.
The Quark strait freezes every winter, without exceptions.
Winter becomes the main attraction
– Winters used to be a time for themed cruises, but now winter itself has become the theme, Jansson says with a smile.
International tourists are especially fascinated by the ice – watching it form around the ship and break beneath it. The thicker the ice, the better the experience.
Tour operators offering trips to Vaasa have tapped into a niche market and chosen the perfect destination. The Vaasa-Umeå route is the northernmost year-round operated shipping route in the world. Its vessel, Aurora Botnia, boasts a 1A Super ice classification, allowing it to navigate even thick ice without an icebreaker.
– It’s always eye-opening to see how something so ordinary to us, like ice, can feel so exotic to visitors, Jansson adds.
During the cruise, group travelers also receive insights from their tour leaders about the unique nature of the Kvarken region and its extraordinary post-glacial land uplift.
The Kvarken Archipelago’s UNESCO World Heritage status, the Vaasa region’s commitment to sustainable tourism, and Wasaline’s strong environmental efforts have also been recognized as major draws. Finland’s global reputation as the happiest country likely adds to the appeal.
– I believe many guests want to experience for themselves the secret behind our well-being, says Jansson.
The local food of the Archipelago Buffet has attracted positive comments from German groups.
Persistent effort paying off
The growing winter tourism trend benefits not just Wasaline, but also the wider Vaasa region. Off-season visitors bring vital business to hotels, restaurants, and service providers. Groups such as those from FerryKnowHow typically stay two nights in Vaasa, contributing significantly to the local economy.
While global interest in cooler destinations plays a part, Jansson emphasizes that this success is also the result of long-term sales and marketing efforts, carried out in cooperation with Visit Finland, Visit Vaasa, and the Bothnian Coastal Route project.
Years of persistent work are now bearing fruit. Despite fierce competition, the outlook is bright. Judging by the interest witnessed at the recent ITB travel fair in Berlin, the Quark region is firmly establishing itself as an appealing, year-round destination on the international stage.
Wasaline and Visit Vaasa participated the ITB Travel Fair in March 2025.
