In an era where travel has become more about ticking boxes than truly experiencing a place, Ida, founder of Northern Star, stands apart. By combining her Finnish heritage with a global perspective, creating an opportunity for sauna lovers to discover the authentic essence of Finland. Through Northern Star, she’s inviting travelers to explore not only the country’s rich sauna culture but also the beauty and simplicity of life around her home country and her favorite places in Southeast Finland.
From Global Citizen to Finnish Ambassador
With parents working in the fast-paced world of finance, Ida’s childhood was marked by travel. She lived in some of the world’s most iconic cities—Singapore, Stockholm, Rome. A true polyglot and global citizen, Ida’s background could have led her in countless directions. But ultimately, her heart remained in Finland.
“Everywhere we lived, my mother always found a local sauna, and we kids would go there. Even in tropical Singapore, it was important that our home had a sauna. It’s funny how difficult it is for people outside Finland to truly grasp what sauna means to us. No one believes me when I tell them there are more saunas than cars in Finland!”
For Ida, the sauna was never just a tradition; it was an anchor to her Finnish roots. And now, after years of globe-trotting, she’s ready to bring the world to her homeland.
The Birth of Northern Star
Finland is often a mystery to the outside world—beautiful, remote, and largely undiscovered. Many have never set foot in the country, and fewer still understand its deep connection to nature, silence, and of course, the sauna. That’s where Northern Star comes in.
“I’ve always been ambitious, and the idea of creating Northern Star was something I couldn’t ignore. I wanted people to experience Finland the way I do, to feel the magic of an authentic sauna session deep in the Finnish wilderness. My goal isn’t just to show guests a new place—it’s to offer them a life-changing experience, one that lingers long after the trip is over.”
Starting a travel agency is no small feat. Ida, however, relishes the challenge. “I’ve seen friends launch businesses, and it’s not easy. But I’ve done my research, I have mentors guiding me, and the niche for authentic sauna travel is clear. After a successful first test group in Winter 2024, I feel the momentum building. People are genuinely curious about what we offer.”
From Vision to Reality
Ida’s experiences living abroad have equipped her with a rare cultural fluency that makes Northern Star unique. “Running a travel agency is all about connections. My understanding of different cultures helps me communicate the value of what we’re offering—both to locals in Finland and to travelers from all over the world.”
She continues, “What excites me most is showing guests more than just beautiful scenery. I want them to meet the people behind the saunas, to taste the traditional foods cooked by local hands, and to experience the Finland that I know so well. It’s not just a vacation—it’s an immersion into a way of life.”
The Journey Ahead
For Ida, the decision to become an entrepreneur wasn’t just about building a business; it was about creating something deeply personal. “Becoming independent is a big step, but I’m enjoying every second of it. Yes, I make mistakes, but each one teaches me something new. This is a journey, and I’m loving it.”
Her ambition is crystal clear. “At Northern Star, I want to offer the most authentic travel experiences possible. My goal is for every guest to leave with memories that last a lifetime. That’s why I do this—to share something real, something unforgettable.”
