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...

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 Octob...

  This January marks the beginning of a long journey I’ve been preparing for over many years. I’ve officially started my PhD, and as part of the process, I’ve committed to documenting the road ahead. This is not just for myself but also for others working in tourism, place-making, and digital strategy. This isn’t a formal progress report. It’s more like a public journal entry that reflects what it means to transition from full-time practitioner to part-time researcher without stepping out of the professional role. My research focuses on how artificial intelligence (AI) can be used in tourism in a way that respects local values, strengthens regional governance, and builds trust among both visitors and residents. To make that concrete, I’m developing something called the AI Readiness and Ethical Targeting Toolkit , or AIRETT . The goal is to support destination marketing organisations (DMOs), especially those in rural  regions like Northern Finland, in making informed, ...

The recent initiative to pilot a tourism tax in Northern Finland has sparked considerable debate among stakeholders. While the intention behind such a tax is to generate revenue that could potentially support tourism development, the unique fiscal structure in Finland presents significant challenges to this approach. The Finnish Taxation Context In Finland, tax revenues are consolidated into a general fund, and earmarking—allocating specific tax revenues for designated purposes—is not practiced. This means that any tourism tax collected would merge with other tax revenues, leaving its allocation to the discretion of policymakers. Consequently, there is no guarantee that funds generated from a tourism tax would be reinvested into the tourism sector. This lack of direct reinvestment could hinder the growth and development of tourism infrastructure and services, which are vital for both visitors and local communities. The Impact on Tourism Entrepreneurs Introducing a tourism tax without a...

In tourism, as in life, there’s a fine line between reacting, responding, and leading. Each approach has its place, but the difference lies in the intention, strategy, and outcomes. Over the years, I’ve seen these approaches play out repeatedly in the industry, shaping destinations, creating opportunities, and sometimes, missing them entirely. For me, this is not just an academic distinction; it’s a principle that has guided my career. In tourism, you can either be the trailblazer, setting your own course, or follow someone else’s lead. And while I firmly believe in charting your own path, I also know the importance of responding to the opportunities that emerge around you. Reacting: The Pitfall of Short-Term Thinking Reacting is immediate. It’s reflexive. It’s what happens when you notice a trend and rush to jump on the bandwagon without fully understanding it. While reaction can sometimes yield short-term wins, it often leads to unsustainable outcomes. It’s the equivalent of chasing ...

Attending ITB Asia this year in Singapore has been a good opportunity, not only for me but for the many small businesses especially from Northern Finland that benefit from the work of Visit Finland . For many of these smaller tourism companies, having a presence at an international trade fair like ITB Asia would be financially out of reach without the support of Visit Finland , which sets up the national stand and provides a platform that brings Finnish tourism offerings to the global stage. At the heart of this collaboration is the idea that together, we are stronger . Small businesses from Northern Finland, such as those offering nature tours, wellness retreats, and arctic experiences, can now present their unique offerings to the booming Asian travel market. This kind of visibility allows them to tap into an audience they may never have reached on their own. The Asian market holds significant importance for Finland , especially when considering the rising demand for MICE (Meetings...