Pärnu, Estonia, once a hugely popular destination for Finnish tourists—to the point of being considered the most Finnish city in Estonia—is experiencing a significant decline in visitors from Finland. For years, Pärnu thrived as a summer and spa paradise, attracting Finns with its beaches, spa hotels, and readily available Finnish-language services. The city was a favored destination during a tourism boom, easily catering to Finnish speakers. However, this trend has reversed, with a noticeable drop in Finnish tourists. The reason for this sudden shift remains surprising and is currently under investigation, marking a change for the coastal town’s economy and character. The once-bustling resort is now facing questions about its future appeal to its former core demographic.