Tourism in Oulu Region in 2025: steady growth and widening impact

The year 2025 marked a period of steady, broad-based growth in tourism in Oulu and the wider Pohjolan Rengastie region. While the headline figures show a six percent increase in total paid overnight stays in Oulu, the more interesting story lies in how that growth was distributed across seasons, markets, and accommodation types.

Across the full year, Oulu recorded approximately 846,600 overnight stays in paid accommodation. Growth was consistent rather than concentrated, and the second half of the year was particularly strong. From October through December, each month set a new record compared to the previous year.

In October, nearly 69,000 overnight stays were registered in paid accommodation, representing a 16 percent increase year-on-year. November followed with around 65,000 overnight stays, up more than 11 percent. December closed the year with approximately 78,200 overnight stays, an increase of over 13 percent compared to the same month in 2024. Accommodation sales in both October and December reached roughly four million euros, reflecting not only visitor volumes but also solid revenue performance.

One of the structural changes visible in 2025 was the continued rise of non-registered accommodation. Over the full year, non-registered overnights increased by around 33 percent in Oulu. In the autumn months, growth was even more pronounced. This indicates expanding demand beyond traditional hotel capacity and suggests that Oulu’s appeal is broadening across visitor segments. At the same time, it underlines the importance of reliable data and coordinated planning when interpreting overall tourism performance.

International travel continued to grow, though at a more moderate pace than in 2024, which had been an exceptionally strong rebound year. Registered international overnight stays increased by around two percent. Germany remained the largest single source market. Growth was also recorded from the United States, the Netherlands, Denmark, and Germany, while China and Japan showed strong recovery, particularly in winter leisure travel. Business travel strengthened slightly, contributing to a more balanced visitor profile across the year.

Hotel occupancy remained at a high level throughout 2025, averaging over 67 percent. This was notable, given that one of Oulu’s largest hotels was partially closed for renovation early in the year. Even so, occupancy in Oulu remained higher on average than in several larger Finnish cities, including Helsinki and Tampere. The high utilisation rates throughout the year reinforced the need for additional capacity.

Capacity expansion began to materialise at the start of 2026, with the completion of the Lapland Hotels extension, which added 95 rooms. Further increases will follow with the opening of a new Scandic Go hotel in summer 2026 and additional projects scheduled in the coming years. These investments indicate confidence in Oulu’s long-term trajectory and strengthen the city’s ability to respond to growing demand.

Looking beyond the city itself, the Pohjolan Rengastie region experienced a similarly positive year. Across the region, approximately one million registered overnight stays were recorded in 2025. International overnight stays grew by over four percent, with particularly strong growth from Asian markets, including Taiwan, China, and Singapore. In October, foreign arrivals in the region rose significantly, and in November, for example, Taiwanese visitor numbers increased sharply compared to the previous year.

Pudasjärvi provides a clear example of how growth is extending beyond the main urban centre. In 2025, overnight stays in Pudasjärvi increased by 20 percent, and accommodation revenue exceeded ten million euros for the first time. This reflects the strengthening economic role of tourism in smaller regional destinations and demonstrates that growth is not concentrated solely in Oulu.

Accommodation revenue across the Pohjolan Rengastie region remained strong, exceeding 72 million euros in registered accommodation. The rise in average prices indicates not only increasing volumes but also qualitative strengthening of demand.

Taken together, the 2025 data suggest a pattern of stable, geographically widening growth. International markets are diversifying, winter leisure travel is consolidating, and both urban and rural destinations in the region are benefiting from increased interest in Northern Finland.

As Oulu moves into 2026, early forecasts suggest accommodation growth of around ten percent in the first part of the year. The European Capital of Culture programme is already generating heightened international attention, reflected in increased media visits, tour operator activity, and inbound groups.

However, the experience of 2025 also underlines that growth requires management. Capacity planning, integration of non-registered accommodation into strategic thinking, and alignment between tourism development and local life will remain central themes. The year confirmed that demand for Oulu and the wider region is real and sustained. The task ahead is to ensure that this demand continues to translate into long-term vitality for the city and its surrounding communities.