This phrase is used to describe opinions or feelings that you have. It's a slightly educated and formal-sounding phrase that you use to emphasize that what you're describing is your personal experience, not a suggestion that you are making to the listener. Here is another example:

I find it interesting to sit outside and watch the different people walking by at lunch time.

The word "hard" is especially common with "I find it":

I find it hard to believe that you're really going to need all that luggage just for 3 days.