The reputation of the tourism and restaurant industry continues to rise after a dip – Heureka receives the highest reputation score

The Reputation&Trust " survey of the tourism and restaurant industry, conducted by Reputation and Trust Analytics, reveals that the sector’s reputation has continued to improve following a dip a couple of years ago. Heureka has the best reputation among the organizations surveyed, with a reputation score that is at a record high this year.

Reputation and Trust Analytics conducted a survey on the reputation of the travel and restaurant industry in April 2025, with a total of 2,824 Finns responding to the survey.

The reputation of the tourism and restaurant industry has continued to improve for the second year in a row: in 2023, the industry’s reputation score was 3.20, and in 2024 it rose to 3.23. This year, the industry’s overall reputation score is already 3.28 on a scale of 1 to 5.

“The year 2021, during the COVID-19 pandemic, was a peak year for the reputation of the travel and restaurant industry: at that time, the industry’s reputation score rose to as high as 3.33. The public clearly showed its support for industry players at that time, despite the challenging operating environment. After that, a downward trend began, which, however, reversed last year. This year, the sector’s reputation has continued to rise by as much as 0.05 points,” says Susanna Saarenpää, an expert at Reputation and Trust Analytics.

Trends in the overall reputation of the tourism and restaurant sector from 2018 to 2025, as measured Reputation&Trust.

Reputation&Trust of the tourism and restaurant industry also measured the reputation of individual players in the sector. Of the organizations surveyed, the Science Center Heureka has the best reputation, achieving the highest reputation score in its history: 4.01. Heureka receives particularly high ratings in the sectors of innovation, products, and services.

“We are delighted and grateful for the trust placed in us. Heureka is here for everyone, which is why we constantly strive to ask questions, listen, and understand the wishes and expectations of our visitors—and then exceed them. Earning the trust of every new generation or new visitor is a challenge, and we strive to do so with the combined strength of Heureka’s entire team,” says Heureka CEO Mikko Myllykoski.

The biggest climber is Jungle Juice Bar

Jungle Juice Bar saw the biggest improvement in its reputation, with a current reputation score of 3.52. This represents an increase of nearly three-tenths of a point from the previous year: in 2024, the company’s reputation was rated at 3.23. Jungle Juice Bar has particularly improved its reputation in the workplace dimension, which assesses employer practices and whether the company treats its employees fairly and equitably.

“It’s truly wonderful to see that Jungle Juice Bar’s overall reputation has returned to nearly the same level it was at before the media storm of fall 2023. As a company, we have worked tirelessly to improve employee well-being and foster a people-oriented management culture, and this work is currently yielding excellent results. “Over the past two years, we have also focused on communicating these issues to external stakeholders more actively than before,” says Elli Holappa, CEO of Jungle Juice Bar.

“Reputation is extremely important to us, just as it is to other players in the industry. Working to build our reputation plays a key role, because without customer trust, the conditions for doing business are significantly weaker. I also extend my heartfelt congratulations to Heureka and all other industry players for their excellent work in promoting the industry’s reputation.”

This is how we conducted the study

The aim of the Reputation&Trust survey in the tourism and restaurant sector was to assess the reputation of selected organizations in the sector among the general public. Data for the survey was collected via an online questionnaire between April 1 and 22, 2025.

Organizations were evaluated using Reputation and Trust Analytics’ Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different sub-areas. These areas are corporate governance, finance, leadership, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).

A total of 2,824 Finns participated in the study. The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.