There are destinations that everyone talks about. Then there are destinations that the women of Club Avandra discover first.
Helsinki belongs firmly in the latter category.
While much of Europe spends summer navigating crowded piazzas and overbooked beach clubs, Finland's elegant capital offers something increasingly rare: space. Space to think, to move, to connect and to experience a city that still feels delightfully under the radar.
Which is precisely why it feels so very us.
This four-day members' journey is not simply a city break. It is an invitation into a carefully curated world of Nordic beauty, wellbeing, design and meaningful connection, experienced alongside a small group of like-minded women who value discovery over ticking boxes and substance over spectacle.
From the moment members are met by private transfer and welcomed into the refined surroundings of Hotel St. George, Helsinki begins to reveal itself. It’s a city of contrasts: contemporary yet connected to nature, sophisticated yet refreshingly unpretentious, creative without trying too hard. Think Scandinavian cool with a distinctly Finnish soul.
At the heart of the experience is renowned movement expert Marja Putkisto, whose approach to mindful movement and wellbeing has transformed lives across Finland. Through morning walks, restorative workshops and thoughtful conversations, members are given something increasingly difficult to find in everyday life: permission to slow down and reconnect with themselves.
Of course, this being Club Avandra, exclusive access is woven throughout.
There are private workshops unavailable to the general public, insider introductions to Helsinki's most compelling design destinations, and a private boat adventure through the city's spectacular archipelago. One moment you are browsing independent ateliers and iconic Finnish brands; the next you are swimming in crystal-clear waters between pine-covered islands with a handpicked group of women who somehow feel like old friends.
That magic is no accident.
Club Avandra was built on the belief that travel is richer when shared with women who are curious and open to genuine connection. The destination matters, but so does the company. This is travel by women, for women, designed around experiences that encourage conversation, laughter and the sort of friendships that often outlast the trip itself.
And then there is the food.
Helsinki's culinary scene remains one of Europe's best-kept secrets. Members will experience Michelin-starred dining at Olo, savour contemporary Nordic cuisine overlooking the city skyline at 10 Kerros, and enjoy seasonal Finnish flavours at Nokka. Expect wild herbs, pristine seafood, forest berries and ingredients so local they seem to have arrived directly from the surrounding landscape.
Yet perhaps Helsinki's greatest luxury is its sense of calm.
Between waterfront walks, world-class design, beautiful architecture and moments of reflection, there is a feeling here that life can be lived differently. Better, even.
By the time farewell coffee is served beside the water on the final morning, members leave with more than photographs and restaurant recommendations. They return home with renewed energy, fresh perspectives and a circle of inspiring women who shared the journey.
In a world obsessed with the obvious, Helsinki remains intriguingly unexpected.
And for Club Avandra women, that makes it exactly the right place to be.
