As I sit down to reflect on the Pohjois-Pohjanmaa (Northern Finland) Matkailufoorumi, our recent travel forum in Oulu, I am struck by the passion and perspectives shared both during and after the event. The conversations sparked at the forum—about connectivity, sustainability, and the balance we must strike as a community—are proof that these are issues that matter deeply to many of us. Matters we need to address. Most of the feedback from the Matkailufoorumi was overwhelmingly positive. The event sparked engaging discussions, highlighted key opportunities for growth, and brought together diverse voices passionate about the future of travel and sustainability. However, some criticism also emerged, particularly around topics like flight connections and the use of AI-generated images. Connectivity vs. Sustainability One of the central themes of the criticism following the forum was the focus on flight connections to Oulu. Some argued that we should prioritize alternative modes of transpo...