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For travel-loving Victorians, that dreamy five-week summer Euro trip so many of us save up for is a rite of passage. But did you know that Europe loves us just as much? In the year to June 2025, more than 534,000 European visitors touched down in Victoria, spending an enormous $1.4 billion. That's a nearly 30 per cent hike up from pre-pandemic levels, so it's safe to say: the love affair is intensifying.
To keep the tourism momentum sky-high, European airline Finnair has announced it will launch daily services to and from Melbourne. The route, which will officially start in October 2026, links Helsinki and our fair city via Bangkok – and adds a huge 203,000 extra seats each year between Victoria and Europe. What this means is that we've now got an open door to around 90 European destinations via Helsinki, plus extra options throughout Asia through Bangkok. Score!
The development is also a brilliant boon to Victoria's tourism industry, thanks to dollar-for-dollar backing from the Victorian government with industry partners. Since this initiative began, more than 60 partnerships have taken off, including collaborations with Accor, Alpine Resorts Victoria and Trip.com — all working together to place Victoria among travellers' go-to destinations.
“These new flights will help bring thousands of extra people to our state each week, which will help support Victoria’s world-class tourism, dining and hospitality venues,” said Melbourne Airport CEO Lorie Argus. “Additional flights to Europe and Thailand will help give Australian holiday makers looking for either a cosy European winter or a warm beach getaway even more choice.”
Is a European adventure calling your name later this year? Dust off that passport, round up your crew and prepare to board Finnair's super comfy Airbus A350. You can find out more about the new route at the Melbourne Airport website.
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