Dr. Tanja Saarnio

Tanja Saarnio is the Founder and Chairwoman of Touring Cars Group, a family-owned company that has been shaping the European motorhome travel industry since 1982. What began as an entrepreneurial venture in Finland has grown into one of Europe's most established premium motorhome brands, with operations across Finland, Sweden, and Norway, supported by franchise partners throughout several European countries. Under her direction, Touring Cars has built a reputation for quality, reliability, and customer-focused travel experiences, serving thousands of travelers from around the world.

For more than forty years, Tanja has led the company through changing markets, new opportunities, and the evolution of the tourism industry. Her long-term outlook and pragmatic approach to business have allowed Touring Cars to grow while adhering to its core principles as a family enterprise. Her work has helped establish the company as a respected name within the European travel and mobility sector.

Alongside her role at Touring Cars, Tanja has contributed to the wider business community through board appointments and leadership positions in industry organizations. She has supported initiatives that strengthen entrepreneurship, encourage collaboration, and contribute to the continued development of tourism and mobility in Finland.

Tanja holds an MBA, professional qualifications in board governance and executive leadership, and is currently completing a Doctor of Business Administration (DBA) in Leadership & Management (2024–2026). Her commitment to continuous learning reflects the same forward-thinking approach that has guided her throughout her business career.

Her contributions have been recognized with several distinguished honours, including the Honorary Title of Talousneuvos awarded by the President of Finland, an Honorary Doctor of Business Administration (DBA), and an appointment as Honorary Professor, together with multiple awards for entrepreneurship, tourism, and business achievement.

Today, Tanja continues to guide the long-term direction of Touring Cars while preparing the business for its next chapter. The company's future will be carried forward by the next generation of family leadership through Elle Tick, who is set to build on the foundation established over four decades. Together, they represent the continuity of a family business committed to quality, innovation, and creating exceptional travel experiences for generations to come.

Professional Leadership

Founder, Chief Executive Officer & Chairwoman – Touring Cars | 1982 – Present

• Founded Touring Cars Group in 1982, pioneering the professional motorhome rental concept in Finland and establishing one of Europe's most respected premium motorhome travel brands.
• Successfully transformed a family-owned enterprise into an international organization with operations across Finland, Sweden, and Norway, supported by franchise partners throughout the Baltics, the United Kingdom, Iceland, the Netherlands, and Spain.
• Led the company's strategic growth as Chief Executive Officer from 1991 to 2007, expanding its market presence while strengthening operational excellence and customer experience.
• Serving as Chair of the Board since 2007, providing strategic direction, corporate governance, and long-term business planning to support sustainable international growth.
• Championed innovation in the European tourism and mobility sector by introducing customer-focused travel solutions and continuously enhancing premium service standards.

Board Leadership & Industry Engagement

• Member of the Council – Confederation of Finnish Enterprises (Suomen Yrittäjät)
• Deputy Member of the Council – Confederation of Finnish Enterprises | 2024
• Chairwoman of the Board – Finnish Caravan Importers Association (MAT)
• Vice Chairwoman of the Board – Finnish Caravan Importers Association (MAT) | 2023

Academic Qualifications & Executive Development

• Doctor of Business Administration (DBA) in Leadership & Management Kennedy University | 2024 – 2026
• Doctoral Researcher Collège de Paris | 2023
• Master of Business Administration (MBA) Haaga Institute | 1997
• Certified Board Member & Professional Board Chairwoman (HHJ, HHJ PJ & HHJ PRO) Tampere Chamber of Commerce | 2011, 2019 & 2023
• Tourism Quality Management Programme Matkailun Kehitys Oy | 1998
• Russian Studies Renwall Institute, University of Helsinki | 1988
• Business Qualification Commercial College of Helsinki | 1987
• Undergraduate Studies in Slavic Philology University of Tampere | 1987
• Bilingual Proficiency Examination in Swedish University of Helsinki | 1987
• Matriculation Examination Finnish–Russian School, Helsinki | 1985