Oulu2026: Now is the Time to Engage Tour Operators

Oulu is stepping onto the global stage as the European Capital of Culture 2026—a once-in-a-lifetime opportunity to attract international visitors. But to make it a success, we must act now.

At the ETOA Nordic Marketplace in Copenhagen, we emphasized the urgency of bringing Oulu2026 to tour operators. Travelers plan major trips years in advance, and this is our last moment to ensure Oulu is featured in travel catalogs and itineraries.

With world-class events, Arctic gastronomy, and unique cultural experiences, Oulu2026 will be an unforgettable celebration. Our curated travel packages, easy access via Helsinki and Munich, and strategic location as a gateway to Lapland, Sweden, and Norway make Oulu a must-visit Nordic destination.

This isn’t just about 2026—it’s about securing Oulu’s place on the global tourism map for years to come. Let’s make it happen, together.

Read my full speech below:

Let us now take you on a journey to a place that has remained a mystery to most of the international travellers, a hidden gem waiting to be discovered. 

A place where history, resilience, and innovation are woven into the very fabric of life.

Welcome to Oulu.

A city that has burned down multiple times, yet like a phoenix, has always risen stronger. Oulu once ruled the world with tar when ships were wooden, conquered with Nokia technology till the world went Apple, created the Oura smart ring only to be chased by likes of Samsung.

Well… World needs trailblazers – what can I say?

We even invented the Air Guitar World Championships —proving we are exceptional at crafting something out of – well – thin air, much like our pioneering work in 5G and 6G technologies that surely are all around us but are invisible to the naked eye. 

By the way - the message of the Air Guitar Championship is world peace, and it could not be more relevant than in the world we live in today. The core idea of Air Guitar is that when you are holding a guitar, you cannot hold a gun. It is a strong message of love and social inclusion I believe that we all share.

Oulu is a city of contradictions, a place where Arctic winds meet the warmth of human resilience. 

Our summers are endless days bathed in golden light, while our winters are wrapped in darkness, with frozen seas and northern lights that dance across the sky. We live in the heart of the elements, adapting, creating, and thriving. 

Perhaps this is why Oulu has been named the 13th happiest city in the world – our lucky number obviously - despite the fact that we, the locals, are famously modest—sometimes downright pessimistic. 

Visit Oulu even came up with a new slogan for our tourism website – Welcome to Oulu! Nothing to see here! 

Then we listed over 400 things to see and do in Oulu region below the headline and waited for the reaction. Believe it or not, the sarcasm resonated really well with the ever so modest locals.

Maybe the secret to Finland being the happiest country in the world for seven consecutive years is simple: as modest people we set our expectations so low that even the smallest successes make us incredibly happy.

But today, we are here to tell you about something that makes us very proud. 

In 2026, Oulu will be the European Capital of Culture, and we are not just hosting a celebration—we are creating an experience unlike any other. 

Oulu2026 is a year-long festival of art, music, innovation, and Arctic gastronomy. It is a celebration of resilience, creativity, and nature’s bounty. 

The carrying theme of the year is cultural climate change which also is a strong statement as we look at the world we are living in today.

Imagine an entire year filled with world-class events, immersive exhibitions, and cultural experiences that showcase the untold stories of the North. 

Imagine Arctic Food Lab based on rich local heritage, where you can taste the purest ingredients sourced from our forests, lakes, and sea. 

Reindeer, wild berries, fresh fish, and mushrooms - all prepared by visionary chefs who turn nature into art. 

Imagine wandering through light installations during Lumo light festival in the darkness of winter, feeling the beat of indigenous Sámi culture, and witnessing artistic performances inspired by the raw beauty of the Arctic.

Walk along the Climate Clock Art nature trail or enjoy Westend style Snowball musical mixing fairytales of Christmas and our National Epos Kalevala. Or dance the cold away attending the Frozen People electronic dance music festival on frozen sea.

Immerse yourself in science and legends behind Northern lights in Aurora Revalere or participate in the Delta Life spectacle enjoying the warmth of the Finnish summer. 

These are just few examples of the hundreds of events and exhibitions during the year, so make sure to find your favourite ones when planning to visit us.

We have curated exclusive travel packages for Oulu2026, designed to immerse visitors in the rich heritage and wild landscapes of our region. 

From city walks that unravel Oulu’s quirky history to excursions into the Arctic wilderness. Stay in high quality hotels, dine in restaurants where local flavors are celebrated, and explore a destination that blends urban culture with rich nature. 

Visit the whole region with 40 participating cities and municipalities or take a self drive tour on our Pohjola Route – the new scenic route to discover Finland’s natural beauty - inviting you to the sea, archipelago, river basin, forest, lakeland, southermost fells of Finland and three national parks within only few minutes to few hours from Oulu International Airport. 

We are also well connected to Northern Sweden with the Bothnian Costal Route and the Arctic Route connects us also to Northern Norway.

Maybe one day we can establish a direct air link between Oulu and beautiful Copenhagen to create a unique four country experience showing the real Nordic spirit.

So Oulu is not just a city; it is a gateway. A gateway to Lapland - to Kemi’s icebreaker cruises, to Rovaniemi’s Santa Claus Village, all within easy reach by train or bus for unforgettable day trips. With multiple daily flights from Helsinki and two weekly flights from Munich, Oulu is well-connected and easily accessible.

But let me tell you next about the soul of Oulu—the quirky people. We are a young city where the average age is 39 and every third citizen has an academic degree. We are a city of inventors and dreamers, a place where setbacks fuel our determination. This spirit is reflected in our local artists, entrepreneurs, and hospitality professionals, who transform our heritage into fresh, bold experiences. 

Walk through the streets of Oulu, and you’ll see a fascinating contrast: a former medieval marketplace where modern tech companies now thrive and historic buildings sit side by side with cutting-edge cultural venues.

For those looking for adventure, Oulu region offers an unparalleled blend of Arctic nature and city life. 

Picture yourself snowshoeing across frozen seas under a sky full of stars, or kayaking in summer through the peaceful waters of the Oulujoki River. 

Cycle through our extensive network of bike trails or relax in a lakeside sauna before plunging into an ice-cold swim—one of our favourite traditions.

We also embrace sustainability. Oulu was the first of the big six cities in Finland to receive the Sustainable Travel Finland Destination Certification, ensuring that the experiences we offer are in harmony with our pristine environment. 

Our goal is to make Oulu2026 not just a cultural event, but a legacy for future generations—one that respects nature, supports local communities, and inspires responsible travel.

We surely did not invent tourism, but now, tourism is re-inventing us. And we are ready to welcome the world.

We always say that tourists do not see municipality borders – sometimes not even country borders. 

We congratulate our dear neighbour Lapland for the great success in putting Finland on the wish list of many international tourists. With Helsinki, Lapland has put Finland on the tourism map. 

But there is much more to explore in Finland! With our partners and participating regions, we are now in preparations of creating a new tourism brand - Visit Northern Finland. 

We are not there to compete against other regions of Finland – we are simply there to save and cherish the legacy of Oulu2026 for future travellers and explorers to come. We are excited to share more about this new brand in the coming months—be sure to subscribe to our newsletter for updates.

So now we invite you—our partners, our storytellers—to join us in bringing Oulu region to the world. Help us share the story of this rising star of the North.

Oulu region is the new hot thing in the cool North, and we are open for business with no seasonality curve. A true year-around destination.

Come and be our guests and let Oulu surprise you.