Sauna tourism heats up across Europe

Sauna tourism is gaining momentum across Europe, with Finland, Estonia, and Ireland emerging as destinations for travellers seeking traditional sauna experiences, according to travel insurance provider Total Travel Protection.

Finland leads the trend, with an estimated 3.3 million saunas serving a population of 5.5 million. Tampere, named the world’s sauna capital in 2018, has the country’s largest number of public saunas and is home to its oldest operating public sauna, dating back to 1906.

Estonia offers a more traditional experience, with more than 100,000 saunas for 1.3 million people. Its smoke sauna culture is recognised on UNESCO’s cultural heritage list. Smoke saunas have no chimney and are heated until the smoke clears, a process that can take one to two hours.

Meanwhile, Ireland has 242 independent saunas, 90% of which opened after 2020. Barrel saunas, often overlooking the countryside or coast, are particularly popular.

For travel insurers and their customers, however, sauna tourism also presents health considerations. Total Travel Protection’s resident medical expert, Dr Ellen, warns that heat can increase heart rate and lower blood pressure.

“People with unstable angina, a recent heart attack or severe aortic stenosis should avoid using a sauna unless their treating clinician has confirmed it is safe.”

Travellers should also consider dehydration risks, particularly in hot climates or after exercise, alcohol consumption, vomiting or diarrhoea.

“I’d recommend avoiding alcohol before using a sauna, drinking water, and keeping sessions brief, particularly if you are unfamiliar with saunas.”

Meanwhile, Russian tourists are driving Thailand’s medical and wellness tourism boom.