Reflections from Tapahtumateollisuus NYT event in Oulu

This week, I took part in the Tapahtumateollisuus NYT 2026 industry seminar in Oulu. The event brought together professionals from across the Finnish event, tourism, and cultural ecosystems at a meaningful moment, as Oulu is already living its year as European Capital of Culture.

The seminar was not about future plans on paper. It was about how events and tourism are actively shaping cities right now, in real time. One theme, Events and Tourism together, reflected that reality well.

What stood out was the range of perspectives in the room. Producers, venue operators, city representatives, cultural organisations, and tourism leaders were all part of the same conversation. That mix matters, because events and tourism rarely work in isolation. They function as part of a wider urban system that people experience daily.

I had the opportunity to participate in two panel discussions that stayed with me.

The first focused on the idea of the city as a multi-venue stage. We discussed how cities operate as experiential environments, not just as collections of venues. Meaningful experiences emerge where everyday life, culture, and visitors intersect, not where events are detached from the city around them.

The second panel explored venue development as part of urban development. A shared understanding emerged that the focus is shifting away from building attractions solely for visitors. Instead, cities are increasingly designed to serve residents first, while remaining open and engaging for visitors. When that balance holds, tourism becomes a natural extension of city life rather than a separate layer.

Across the discussions, one idea kept resurfacing. Events are not add-ons to urban life. They shape identity, influence how places are perceived, and affect how people relate to their own city. This feels especially relevant in Oulu right now, as the cultural year is unfolding across neighbourhoods, venues, and public spaces.

For me, the seminar reinforced that the most resilient form of tourism development is not built around spectacle alone. It is built around lived experience, collaboration across sectors, and trust. When events are grounded in local life, they create value that extends well beyond the moment itself.

Thank you to the organisers and participants for creating a space for thoughtful, grounded discussion in the middle of a very active year. These are conversations worth continuing, in Oulu and beyond.

Picture: Pasi Ruuskanen