Sara Sodhi Juneja, a well-known name in India’s tourism representation space, has announced her independent international 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 record-breaking performance for the destination.
In 2024 alone, Finland saw a 35 per cent rise in Indian overnights under her leadership, marking the highest number of overnight stays from India to Finland ever recorded. Her approach included trade-focused programming such as familiarisation trips, roadshows, media alliances, 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 the official hometown of Santa Claus, is among the destinations she now represents. Rovaniemi saw a 90 per cent growth in Indian overnights in 2024. Going forward, Sara’s efforts will focus on positioning Rovaniemi as a year-round destination, showcasing its Arctic summer and autumn experiences in addition to the winter Northern Lights and festive attractions.
In the luxury travel space, Sara is now representing Luxury Action, a Nordic specialist in high-end expeditions across Finland, Lapland, and the Arctic. This collaboration includes experiential products such as Octola Private Wilderness, Reindeer Manor Finland, and the Arctic Circle Snowmobile Park. The group is affiliated with Virtuoso, Serendipians, and XO Private, reflecting a clear strategy to capture India’s HNI and UHNI segments.
She will also drive brand awareness and sales support for Strawberry and Nordic Hotels & Resorts in Finland, which operates 19 hotels in Helsinki, including iconic names like Hotel Kämp, Hotel Haven, Hotel Lilla Roberts, and Clarion Hotels. These properties are looking to further their reach in the Indian market with tailored experiences and stronger trade relations.
Though the post-pandemic recovery has been slow, India has been one of the favoured markets for the Finnish. In 2019, India was the number 17 source market for Finland by the number of overnights, with 102,000 annual overnights. It witnessed a 27 per cent growth in 2019 vs 2018. From January to February 2020 (pre-pandemic), overnight stays increased by 24 per cent compared to 2019.
Another notable addition is Apukka Resort, a premier glass igloo property in Rovaniemi that offers immersive Northern Lights experiences from August through April. Sara will support its brand positioning and relationship building with Indian tour operators, honeymoon specialists, and FIT planners looking for differentiated Arctic stays.
Eckerö Line, the ferry operator connecting Finland and Estonia, has also appointed Sara to lead its engagement in the Indian market. With a 21 per cent growth in Indian traveller volumes in 2024, the company is investing in tailored premium ferry experiences, and Sara will focus on helping them align better with Indian traveller expectations.
Sara’s own reflections on this expanded chapter emphasise both continuity and new momentum. “While heading Visit Finland, my focus was on building real value for both the destination and the Indian trade. I’m thrilled to now continue that journey in a more diversified way, 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 for a showcase of experiences tailored for Indian audiences, reaffirming her role as a key bridge between the two markets.
