Finnish bus operator Matkahuolto has reimagined domestic travel with 'Mystery Trips' – spontaneous journeys where passengers choose the vibe, but not the destination. Olivia Palamountain reports

For many young Finns, bus travel once symbolised routine rather than excitement – a necessary but uninspiring way to move between towns. With global cities like Tokyo and Berlin dominating their travel aspirations, domestic journeys struggled to compete.

Yet Matkahuolto, Finland’s long-established bus network, found a way to change that perception entirely: by transforming the everyday commute into an experience of curiosity and surprise.

Launched in June 2025, “Mystery Trips” invited Gen Z travellers to select a mood rather than a location. Options such as “relaxing,” “social,” or “spontaneous” helped shape the tone of the trip, but the destination remained secret until the moment of departure. By embracing uncertainty in an age defined by algorithms and predictability, the campaign tapped into a new form of digital-era adventure – one that blended playfulness with discovery.

The response was immediate and overwhelming. Tickets sold out within minutes, social media filled with reactions and reveal videos, and 99.5 per cent of participants said they would take another trip. Matkahuolto’s Net Promoter Score soared to 85, positioning the initiative not just as a marketing success but as a cultural phenomenon. What began as a short-term campaign quickly evolved into a permanent product, solidifying Mystery Trips as a new form of experiential travel.

For Finland’s Gen Z, these journeys offered more than just a bus ride – they became social currency. Sharing the experience of surrendering control and embracing surprise turned travel into something collective and memorable again. For Matkahuolto, it marked a rebrand from practical transport provider to creative travel curator, revitalising interest in domestic exploration and proving that adventure can start close to home.