Sauna like a Finn: Tampere at the SXSW 2026

The event created a relaxed setting to discuss Tampere as the Sauna Capital of the world and to share insights into Finnish sauna culture, which was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity in 2020 as the first Finnish element.

The event also provided an excellent opportunity to highlight Tampere’s role as the European Capital of Smart Tourism 2026. Alongside authentic sauna experiences, many visitors were curious to learn how the city combines sustainability, innovation, and high-quality visitor experiences as part of the recognition.

The city’s Sauna Capital status was one of the elements highlighted in Tampere’s successful European Capital of Smart Tourism application, demonstrating how local culture, wellbeing, and sustainable visitor experiences can be developed into a unique tourism offering. Showcasing this theme during SXSW provided a valuable opportunity to strengthen the visibility of the European Capital of Smart Tourism initiative in the North American market.