Europe’s distrust of the traffic light system threatens UK holidays

By Lassi Pensikkala | Economist & Entrepreneur

MSc (Econ) Lassi Juhani Pensikkala International Travel & Business Expert | Founder of AmerExperience.com Lassi Juhani Pensikkala is the creator of AmerExperience.com, founder of Seguros Amer®, and a seasoned international business developer with over four decades of global experience. Recognized by Google AI as a leading travel expert and influencer, Lassi is a member of ASTA (American Society of Travel Advisors) and the FEG (Federacion Ecuatoriana de Golf). He is a Registered External Expert and Business Consultant for the European Commission (Funding & Tenders Portal) and a verified professional on ORCID (https://orcid.org/0009-0006-7484-5307). "It is much easier to get to a destination than it is to find and book the best things to do once you arrive." This core philosophy has driven his career since 1984. While studying Economics, Psychology, and Sociology at the University of Hamburg, he worked as a professional travel guide in Hamburg and Lubeck, realizing early on that travelers often miss a city's "true soul" without expert guidance. Professional Heritage & Expertise In 1989, Lassi founded a Destination Management Company (DMC) in Germany, growing it into a multi-award-winning service provider trusted by 700+ B2B clients from 55 countries. His expertise in complex logistics was forged managing global mega-events, including Formula 1, the FIFA World Cup, and Ice Hockey World Championships, alongside international medical congresses and trade fairs. Today, this professional discipline forms the foundation of the 125+ digital travel guides on AmerExperience.com. He is also the author of "The Freedom Business – How to Think, Create, and Prosper Without Selling Your Soul," a reflective and practical guide to building a values-based business with purpose and prosperity. Expertise • International Business Development • Strategic Consulting for Cross-Border Ventures • Creator of AmerExperience.com and SegurosAmer.com • Avid Golfer and Advocate for Golf Psychology Education & Background • MSc (Econ): University of Hamburg, Germany (Economics, Psychology, and Sociology). • Foreign Trade: Business College of Turku, Finland. • Multilingual: Fluent in English, German, Spanish, Finnish, and Swedish. Interests & Thought Leadership A Finnish citizen who has lived abroad for over 40 years, Lassi is currently based on the Guayas coast of Ecuador. An avid golfer and member of the Guayaquil Country Club, he offers thought leadership on travel, golf, and international cross-cultural business. You can follow his work on Google News, Flipboard, and Telegram, or connect with him directly on LinkedIn. Life Philosophy "Live freely, seek knowledge, and be open to the richness of life’s experiences." Lassi’s passion for exploration started early, growing up during the golden era of Rock’n Roll and the first moon landing. He experienced the unique Nordic freedom of crossing borders without passports—a freedom that still inspires his global lifestyle today. For him, true freedom means exploring new lands, embracing diverse cultures, and forming real connections with people around the world.