Kristiina Hietasaari has been working as the Director of Visit Finland Finland since 2021. Visit Finland is the official tourism board of Finland that operates as part of Business Finland Oy, an official government agency for
trade and investment promotion, innovation funding, travel promotion and talent attraction.

Kristiina has worked in tourism since 2010, when Hietasaari started as Research and Development Director at the Finnish Tourism Promotion Centre. Prior to the travel industry, she worked in media and marketing
communications management positions. Hietasaari holds a Master's degree in Economics and Business Administration. Visit Finland's mission and goal is to support the success of the Finnish tourism industry by creating an image of Finland as a desirable and sustainable travel destination internationally.