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Leisure as a matter of politics: the construction of the Finnish democratic model of tourism from the 1940s to the 1970s

The focus of this article is on Finnish approaches to the organisation of leisure for the masses from the 1940s to the 1970s. In the post-war era, Finland industrialised and its modernisation escalated, and advanced legislation was prepared to guarantee better welfare and to give people more leisure time. In Finland, as in all Nordic countries, the construction of the democratic model of tourism was ideologically connected to the welfare state, and the field was politicised in many ways. In Finland, non-profit and political associations and holiday organisations began to organise leisure activities, which were typically subsidised by the state. The activities organised and discourses utilised can be described in terms of ‘moral regulation’: the ‘proper’ use of leisure was promoted, and individual freedom of choice was emphasised. The economic, political, cultural and social interests of the state and industry varied accordingly. Finland's geo-political location near the Soviet Union influenced its domestic policy, economy and cultural climate, and Western cultural influences were discouraged as a result. In the late 1960s, the Finnish democratic model started to became more market-driven, and with the increase in standards of living, the real tourist market opened up for Finns.