Every year in early March, a large part of the global tourism industry gathers in Berlin. ITB Berlin remains one of the most important travel trade fairs in Europe, and again this year the halls were full of meetings, conversations, and the steady rhythm that defines large industry events. Finland was well represented. Visit Finland hosted a large national stand where Finnish destinations and tourism companies presented their products and regions to international buyers. The Finnish approach to trade fairs is something I have always appreciated. Instead of competing against each other, destinations and companies work together to showcase the country as a whole while still highlighting the unique characteristics of each region. For destinations like Oulu and Northern Finland, this kind of collaboration is essential. Many buyers visiting the stand are looking at Finland for the first time or are still learning about the diversity of experiences available across the country. Having a shar...

Connect in Lublin offered a useful reminder of how route development actually works in practice. These events can look transactional from the outside, but the real value lies in the conversations behind the meeting tables. Over two days, discussions moved well beyond aircraft types and incentive levels. They focused instead on positioning, market logic, operational constraints, and realism. One recurring theme was perception. In aviation, brand awareness and consumer recognition still carry significant weight. Northern Europe, and particularly the Arctic, is no longer a niche product. However, only a handful of destinations dominate the mental map of international travellers. Several discussions made it clear that airlines evaluate not only what a destination offers, but also whether travellers are already actively searching for it. If awareness is limited, the commercial risk increases, regardless of product quality. Affordability also emerged as a structural factor in the competitive...

The future of destination marketing is unfolding before our eyes, and artificial intelligence (AI) is leading the charge. AI is no longer a futuristic concept—it is a transformative tool redefining how cities, regions, and countries attract, engage, and retain visitors. At the recent CityDNA CEO Meeting in Monaco , industry expert Sam Benini delivered a compelling lecture on AI’s role in tourism, offering insights into the technology’s economic impact, applications, and challenges. At Visit Oulu , we are not just observing these changes—we are actively shaping them. Our team is deeply engaged in studying AI opportunities for tourism marketing , with the ambition of positioning Oulu as a trailblazer in AI-driven destination promotion . To push this vision forward, we are participating in AI Opener for Destinations by Group NAO , a groundbreaking initiative exploring AI’s role in the future of travel. AI’s Role in Destination Marketing Benini’s lecture painted a vivid picture of AI’s t...

The tourism industry, like many others, is undergoing a profound transformation due to the integration of Artificial Intelligence (AI) . For tourism professionals, particularly those working in destination marketing organizations (DMOs) , AI is proving to be a powerful tool that enhances both customer engagement and operational efficiency. This shift is not only changing the way destinations are marketed but also the overall experience for travelers, making it more personalized, efficient, and data-driven. Enhancing Customer Engagement Through AI AI allows DMOs to engage with customers in more personalized and meaningful ways. By leveraging AI, destination marketing companies can analyze customer data and deliver tailored travel experiences. AI-powered tools can study customer preferences, travel history, and behavioral patterns to offer highly personalized recommendations, whether it's a perfect travel itinerary, accommodation suggestions, or local attractions that match a travele...