Social Inclusion in Tourism: Oulu’s Path Forward

At Visit Oulu, we’re deeply committed to fostering a welcoming environment for all, but implementing Diversity, Equity, and Inclusion (DEI) values in tourism marketing comes with challenges. How do we promote inclusivity without falling into the trap of performative marketing or "inclusion washing," much like the dangers of greenwashing in sustainability?

The Pelekääkkönää campaign was one step towards creating authentic connections with both locals and visitors, challenging preconceived notions about what Oulu can offer. By inviting residents to re-examine their views of Oulu’s potential, we began an important conversation about inclusivity. However, promoting inclusion goes beyond just a clever marketing campaign.

Authenticity in DEI Marketing

One of the primary challenges in DEI marketing is authenticity. To avoid performative gestures, we need to engage in long-term planning and build inclusive frameworks into every facet of the visitor experience, from the attractions we promote to how we communicate with diverse audiences. For Oulu, that means ensuring that our tourism offerings resonate with people from all walks of life, whether they are local Finns or international visitors.

Our commitment also ties closely with the goals of Oulu2026, which embraces values of belonging, community, and accessibility. Through the European Capital of Culture initiative, we’re working to build sustainable, socially inclusive tourism models that celebrate Oulu’s heritage while opening doors for marginalized communities to feel at home here.

Challenges in Implementing DEI

The biggest hurdle is balancing commercial goals with social responsibility. While it's easy to include diversity as a slogan or image, truly engaging different demographics requires deeper insight into their needs. This means not only offering accessible options but also ensuring that the city’s messaging and infrastructure reflect these values genuinely.

As we move forward, our marketing must go beyond tokenistic gestures, embracing dialogue with underrepresented groups to tailor our offerings to their expectations. Whether it's creating campaigns that speak to diverse family structures, celebrating multi-ethnic traditions, or ensuring accessibility in public spaces, our goal is to truly reflect the rich diversity of our visitors.

Building a Tourism Culture of Belonging

At Visit Oulu, we understand that social inclusion isn’t just a marketing trend; it’s a necessary foundation for sustainable tourism. As we welcome the world through Oulu2026, we’ll continue to prioritize genuine inclusion, creating a destination that is a home for all.

Through thoughtful marketing strategies and by learning from global DEI leaders like Destinations International, Oulu is poised to set an example in inclusive tourism marketing, ensuring that our city not only attracts visitors but also makes everyone feel they truly belong.