The people of Finland have officially set a new world record — not in skiing, not in saunas, but in something even more impressive: happiness. For the eighth year in a row, Finland has been named the happiest country on Earth, according to the World Happiness Report 2025. Fittingly, the report was published by the Wellbeing Research Centre at the University of Oxford on March 20 — the United Nations International Day of Happiness.
So what’s the secret behind this “Finnish miracle”? The stunning nature? The unforgettable northern lights? The official home of Santa Claus? Or maybe, just maybe, something deeper.
What Is the World Happiness Report Anyway?
Published annually since 2012, the World Happiness Report ranks countries based on a mix of factors: people’s self-reported well-being, social support, income, freedom, trust in government, and generosity, to name a few. Researchers rely heavily on Gallup’s global survey data, where respondents are asked to rate their life on a scale from 0 to 10. Notably, the rankings are based on data collected over the past three years, providing a more comprehensive overview of well-being.
Spoiler: it’s not just about GDP.
The 2025 Top 10: Nordic Vibes and a Few Surprises
Presenting the report, Jon Clifton, CEO of Gallup, said:
“Happiness isn’t just about wealth or growth — it’s about trust, connection and knowing people have your back. This year’s report proves we underestimate how kind the world really is. If we want stronger communities and economies, we must invest in what truly matters: each other.”
So let’s see which countries are making those kinds of investments. Here’s this year’s happiness leaderboard:
- Finland 🇫🇮
- Denmark 🇩🇰
- Iceland 🇮🇸
- Sweden 🇸🇪
- Netherlands 🇳🇱
- Costa Rica 🇨🇷
- Norway 🇳🇴
- Israel 🇮🇱
- Luxembourg 🇱🇺
- Mexico 🇲🇽
Notice anything? Yep — the Nordic countries are still absolutely dominating. Maybe there really is magic in all that frosty air and fika.
USA Drops, UK Slips
Meanwhile, the United States dropped to 24th place this year, its lowest position since the rankings began. The United Kingdom landed at 23rd, also slipping, with its lowest average life evaluation since the 2017 report.
This year’s report highlights a growing gap in well-being between generations — especially in North America, where young people under 30 have seen a sharp decline in life satisfaction, while older adults report increasing levels of happiness.
The World’s Least Happy Places
At the bottom of the 2025 list are countries facing extreme poverty and instability. The lowest-ranked include:
- Afghanistan
- Lebanon
- Sierra Leone
- Zimbabwe
- Democratic Republic of the Congo
No surprises there, unfortunately — ongoing crises in these nations continue to impact daily life and mental well-being.
Happiness and Tourism: Any Connection?
Not just breathtaking nature, but also city life brings plenty of happy moments to Finns and their guests. Photo by Mikko Huotari (Visit Finland).
It’s tempting to wonder: do happy countries attract more tourists? In many cases, yes. Finland has seen rising interest in “happiness tourism” — from sauna retreats to forest bathing. Iceland, Denmark, and the Netherlands are also consistently popular destinations for travelers seeking more than just sunny beaches.
Finns don’t keep their joyful lifestyle a secret — they’re happy to share their unique brand of “Finnspiration” with the world. In fact, Visit Finland launched a global campaign inviting visitors to join “Happiness Masterclasses” with locals. (No, really — it was a thing.)
Financially speaking, tourism is a significant contributor to Finland’s economy. The sector employs approximately 180,000 people. In recent years, the tourism market’s capacity has exceeded €14 billion, with projections aiming for €25 billion by 2025.
And while correlation isn’t causation, there’s something undeniably attractive about a country that knows how to take care of its people — and its visitors.
So, Should You Book a Trip to Finland?
World-famous symbols of Finland: the reindeer and the northern lights in the skies of Lapland. Photo by Antti Pietikäinen (Visit Finland).
If you’re curious about the Finnish formula for happiness, why not go straight to the source? Whether it’s the silence of the boreal forests, the clean design of Helsinki cafés, or the calm confidence of a society built on trust and equality, there’s no shortage of inspiration to bring home.
Because sometimes the best reason to travel isn’t just to see the world — it’s to learn how to live better in it.
