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Credit: Visit Finland/Meri Sirila
The 'fine by nature' way
Credit: Visit Finland
You are in good hands
Leila Myllymäki-Hay, our founder, brings over 20 years of expertise in the tourism and travel industry across both Australia and Europe. While still living in Finland, she made her mark at a leading Scandinavian Destination Management Company, serving as a Product Manager for half of that time. In Australia, Leila played an important role in establishing a Scandinavian Tour Operator business in Melbourne, where she worked as a Business Development Manager for nearly a decade until 2020.
Leila’s passion, creativity, and meticulous attention to detail have been the driving forces behind countless bespoke getaways for solo travellers, couples, families, groups, and companies. Her experience extends beyond travel planning, as she has successfully coordinated diverse events ranging from award gala dinners and tennis tournaments to team-building adventures and festivals. Her hands-on experience in hotels and restaurants further enriches her understanding of the hospitality industry.
Throughout her career, Leila has cultivated strong, trusting relationships with our supplier partners. She is well-liked, respected, and trusted by those she collaborates with. At fine by nature, we proudly partner with those who share our values of respect and integrity, demonstrating genuine care for our mutual guests and the planet.
Leila meeting some friendly sled dogs in Äkäslompolo. Credit: Destination Lapland/Mauri Kuru
Our values
Our aim is to exceed the expectations of our guests and offer them transformative experiences when ever possible.
'The New Rules of Entrepreneurship' by Cory J. Mills captures well the way we want to run our business. “It’s not personal. It’s just business.” becomes "Business is always personal." These are the new rules by Cory J. Mills that we aspire to follow:
DO RIGHT
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When you make a mistake, admit it, ask for forgiveness, make amends, learn and grow from it, and move on.
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Do unto others as you’d have them do unto you.
DO GOOD
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Doing good is always the right thing to do. But doing good is specifically about impact. Positive impact. Making a difference. Changing the world for the better.
CARE
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Caring is about empathy — being able to “understand and share the feelings of another.”
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Caring is about showing kindness, compassion and concern for other people involved in or affected by your business.
BE GENUINE & AUTHENTIC
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Oscar Wilde said, “Be you, everybody else is taken.”
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You are the original. So be the original. The honest and real version of who you really are.
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Be the WYSIWYG version of you. “What-you-see-is-what-you-get.”
BE OPEN & HONEST
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In business, upfront, open and honest communication about the why and what is truly the best policy for most decisions and situations.
SERVE OTHERS
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Approach your business with an attitude of mutual service. It is infectious.
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Be willing to do what you ask others to do.
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Respect and value people in their service to others.
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Weed out those who seek only to be selfishly served.
Credit: Renee Altrov/Visit Estonia
Our way of travelling
We aim to offer holidays that dive deep into the heart of your destination, ideal for curious explorers who want more than just the usual tourist experience. Step off the beaten path and immerse yourself in unique cultural sights, fresh local food, and stunning landscapes.
Meet fascinating locals who’ll show you life beyond the typical attractions, and - when possible and practical - stay with small, family-run businesses that prioritise both guest experience and environmental care. These genuine connections and experiences aim to foster understanding, tolerance, and lasting friendships.
As a family-owned business, we value your trust and prioritise safety for both you and our partners.
Our logo
Our logo has the traditional 'Nordic Star' in the middle surrounded by eight 'trees' that represent the countries in the region we operate in.
Our logo can be also viewed as a fragile snowflake. This represents the fragile nature of the Arctic and the need to conserve what is threatened.