Listening to the city: what Oulu residents really think about tourism

One of the most important questions for any destination is not how attractive it looks from the outside, but how it feels from within.

In autumn 2025, Taloustutkimus carried out a large-scale survey on local attitudes toward tourism, events, and culture in Oulu. 771 residents responded. For the first time, we have a comprehensive picture of how people who live here actually see tourism and its role in the city.

The results are quietly encouraging.

A strong majority of Oulu residents view tourism, events, and culture positively. Tourism is supported by 86 percent of respondents, while events and culture receive 87 percent approval. Growth itself is not seen as a threat. 82 percent respond positively to increasing visitor numbers, and 70 percent support developing tourism as one of Oulu’s key industries.

These figures matter because they cut against a common assumption that residents are becoming broadly resistant to tourism. In Oulu’s case, the message is more nuanced. People see value, but they also have expectations.

Tourism’s overall impact on the city is perceived as positive by 79 percent of respondents, especially in terms of the local economy and the availability of cultural and leisure services. Events are seen as a clear driver of vitality and business activity, and three out of four residents feel that events make Oulu a more pleasant place to live.

At the same time, residents do not argue for scale at any cost. While 64 percent support increasing large events, an even larger share emphasises the importance of smaller, local events. This balance is telling. It suggests that residents are not opposing growth, but they care about how it shows up in everyday life.

The European Capital of Culture year is also leaving a mark. Two thirds of respondents believe it has a strongly positive impact on Oulu, and many report a deeper understanding of local cultural venues and events as a result. This is not just about visibility. It is about recognition and familiarity.

When residents are asked about the city more broadly, the picture remains stable. Most people enjoy living in Oulu, feel safe, and describe the atmosphere as pleasant. As a tourism city, Oulu receives a grade of 7.39 from its own residents. That is slightly lower than the national average rating given by Finns more generally. I read this not as dissatisfaction, but as a sign of high local expectations.

One result stands out clearly. Only 40 percent of residents currently see Oulu as an internationally interesting destination.

This is not a contradiction. Locally, tourism is supported. Internationally, there is still work to do. Residents seem to be saying that the foundations are in place, but the story is not yet strong enough beyond Finland.

This is exactly why listening matters. Sustainable tourism development does not start from marketing ambitions alone. It starts from understanding how the city experiences itself, and where residents see both strengths and gaps. The same data allows us to compare local perceptions with signals from international markets and from tourism businesses operating here.

When residents were asked to name places that feel most meaningful in Oulu, the answers were familiar. Nallikari stands out clearly, followed by the Market Square waterfront, Hupisaaret and Ainolanpuisto, and Koitelinkoski. These are not surprising choices, but they reinforce an important point.

In discussions with international tour operators, Oulu rarely competes on single attractions alone. Interest is built around experiences. Culture, nature, food, and everyday life form a combined offer. This is what makes the city understandable, and ultimately appealing, from the outside.

For me, this study confirms something essential. Tourism growth in Oulu is not about importing an identity. It is about articulating what already exists in a way that fits local life and earns local trust. That is slower work, but it is also more durable.

The full study is available on BusinessOulu’s website for those who want to explore the data in detail https://www.businessoulu.com/yritykset-ja-yrittajat/toimialapalvelut/matkailu/ - Matkailutilastot, suunnitelmat ja raportit. For those of us working with the future of Oulu as a destination, the message is clear. Support is there. Expectations are there too. The task now is alignment.