Press release 18 January 2023

Tailored themed tours based on the success stories of Finnish women 

Can the stories of Finnish women encourage an improvement in the status and quality of life of women and girls worldwide? How about giving ideas to women in business life? Or just offer interesting experiential travel packages and pampering aimed at women. The Serlachius Museums, an active operator on Finnish tourism sector, is currently creating this new tourism genre with the support of Finland’s Ministry of Education and Culture. 

The history and present of Finnish women offer socially significant role models from various fields. The goal is to bring the achievements, experiences and expertise of influential Finnish women to travel packages that offer information and peer support to women coming from different backgrounds. 

Finland is one of the frontrunning countries in equality. In the Nordic countries and Finland, women have long enjoyed a relatively independent status and the opportunity to lead a life of their own terms and interests. Finnish women were the first in the world to obtain full political rights. In Finland, there are women who are significant figures in science and art. A record number of women are among the leaders of listed companies, and women have served as the country’s President and Prime Minister. The story of Finnish women attracts international interest.

“Themed travel packages include interesting examples of the history and present of Finnish women in an accessible way. At best, we can inspire women coming from different countries and backgrounds to see new opportunities in their own operating environment and offer examples of solutions towards an equal life”, says Päivi Viherkoski, Development Director, Serlachius Museums.

Everyday innovations in content, and paths to equality

Travel packages aim to offer role models and examples through selected themes including, for example, health, equality, everyday innovations, and women distinguished in art, design and architecture. 

Economic equality is better in Finland than in many countries of the world, and Finland has had a high female employment rate for decades. By supporting parenthood, it has been possible to combine motherhood and working life well, by international comparison. Finland’s maternity care system is considered throughout the world to be an interesting and respected model. 

The everyday innovations theme presents innovations and inventions by Finnish women that are widely used in Finland and make everyday life easier. The contents of the theme may feature both a kitchen drying cabinet and a Lunette mooncup, or maternity-related inventions ranging from a birthing chair to a pregnancy app. 

Some of our everyday saviours are derived from the actions of women in past decades: strong women have created the foundations for, among others, the Mannerheim League for Child Welfare and the Martha Organisation, which continue to support the everyday lives of Finns.  

Inspiration from wellness services and fashion success stories

The goal is to bring women together around subjects of common interest. These include, for example, nature-related handicraft and wellness services and products. Special Art Sauna experiences for women are designed at awarded Serlachius  Art Sauna which stands in a beautiful lakeside setting beside Serlachius Museum Gösta. The Art Sauna was chosen as the Travel Industry Innovation of the Year 2022 in Finland. In the field of fashion in Finland, there are numerous examples of the bold business ventures of strong young women, in addition to creators of world-class lifestyle fashion. History offers interesting accounts of Finnish pioneering women in the fields of art and science: visual artists, architects and designers. 

“We are bringing new content to tourism. It offers information, instruction and peer support, and inspiration for new solutions, even though solving social, historical or structural shortcomings is by no means solely the responsibility of women. Our ready-made travel packages also, of course, offer different target groups pure pleasure, short periods of relaxation, and pampering – among women”, says Viherkoski. 

For further information, please contact
Päivi Viherkoski, Development Director, Serlachius Museums, +358 (0)50 352 2567,

The Serlachius Museums are open:
in the winter season, 1 September–31 May, from Tuesday to Sunday, 11 am–6 pm.
in the summer season, 1 June–31 August, every day 10 am-6 pm

Visiting addresses:
Serlachius Museum Gösta, Joenniementie 47, Mänttä
Serlachius Museum Gustaf, R. Erik Serlachiuksen katu 2, Mänttä

Serlachius Museums in the social media: Facebook, Twitter, Instagram, YouTube, LinkedIn

Photos above:
Helene Schjerfbeck, Self Portrait, sketch, 1915, watercolour and charcoal drawing, Gösta Serlachius Fine Arts Foundation. Photo: Teemu Källi
Babies at the maternity clinic of the Tuberculosis Association. A baby being vaccinated in 1961. Photo: UA Saarinen. JOKAUAS2_7675:3/Journalistinen kuva-arkisto JOKA.
Päivi Viherkoski, Development Director of the Serlachius Museums.
MP Alexandra Gripenberg speaks in parliament. The picture is from 1907 to 1909. Photo: Atelier Regina. HK19690305:362/Historian kuvakokoelma  
Meeting at the Serlachius Art Sauna. Photo: Sampo Linkoneva.
Women’s fashion in 1948. Photo: UA Saarinen. JOKAUAS2_136:3/Journalistinen kuva-arkisto JOKA