Finland, ranked for the second time the world's happiest country, is launching an unusual tourism campaign which it promises will share its secret.
The country's tourism board is holding a contest in which eight people will win a free trip to Finland and will be paired with Finnish hosts.
"Our secret is in our nature, very literally. When others go to therapy, Finns put on a pair of rubber boots and head to the woods," said a release from Visit Finland announcing its sweepstakes to "rent your very own Finn."
The Finnish participants in the program "will host travelers for three summer days and introduce them to Finnish nature through their own activities ... basically all the things that we Finns love to do in nature and what makes Finland the happiest country in the world," the release said.