Abstract Background The study investigates loneliness among older adults in the Baltic-Nordic region, particularly in the context of the COVID-19 pandemic. It aims to understand how loneliness varies across cultural and socio-economic contexts in these areas, which is critical for developing public health strategies tailored to the specific needs of older populations. Methods We employed a comprehensive comparative analysis, leveraging data from the Survey of Health, Ageing and Retirement in Europe (SHARE) and the HL20 study from Iceland, focusing on individuals aged 67 and above. The study encompassed a diverse sample from Sweden, Denmark, Estonia, Lithuania, Finland, Latvia, and Iceland, totaling 5,313 participants. This research is part of a bilateral EEA FM2021/23 initiative to enhance methodological approaches to analyzing older populations by coding and standardizing variables for comparability across different countries. Results Significant regional differences in loneliness were observed. The Baltic regions reported a higher prevalence of loneliness compared to the Nordic countries, which displayed lower levels, attributed to strong social welfare systems and community engagement. Factors such as employment, marital status, and educational attainment varied across regions, affecting loneliness levels. Conclusions The findings highlight the importance of considering regional cultural and social contexts in public health interventions aimed at reducing loneliness among older adults. The study underscores the need for targeted strategies that address the unique social dynamics of the Baltic and Nordic regions. Innovative public health actions, such as community engagement programs and policy development, are recommended to alleviate loneliness in these populations. Key messages • Significant regional differences in loneliness in the Baltic-Nordic region underscore the need for tailored public health interventions. • Employment and social welfare are key factors in mitigating loneliness among older adults, highlighting the importance of socio-economic support systems.