“Silence is part of our everyday life,” says Paavo Virkkunen, chief executive of the Finnish tourist board, Visit Finland, which almost a decade ago launched an acclaimed and on-going campaign suggesting that peace and quiet was one of the best reasons to visit the country. “Silence is one of those values you need to help you separate the essentials from the non-essentials of life. And I think it has influenced why tourists come here – because silence is a resource you can’t find everywhere in the world.”