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...

One of the most important questions for any destination is not how attractive it looks from the outside, but how it feels from within. In autumn 2025, Taloustutkimus carried out a large-scale survey on local attitudes toward tourism, events, and culture in Oulu. 771 residents responded. For the first time, we have a comprehensive picture of how people who live here actually see tourism and its role in the city. The results are quietly encouraging. A strong majority of Oulu residents view tourism, events, and culture positively. Tourism is supported by 86 percent of respondents, while events and culture receive 87 percent approval. Growth itself is not seen as a threat. 82 percent respond positively to increasing visitor numbers, and 70 percent support developing tourism as one of Oulu’s key industries. These figures matter because they cut against a common assumption that residents are becoming broadly resistant to tourism. In Oulu’s case, the message is more nuanced. People see va...

 Last weekend’s opening of Oulu2026, European Capital of Culture was a memorable start to what promises to be a year full of artistic energy and community moments. From January 16 to 18, 2026 , the heart of Oulu became a living cultural stage with almost 200 events spread across more than 20 venues in the city centre. The scale and diversity of the programme invited residents and visitors to explore, participate and celebrate culture in all its forms.   Friday afternoon’s official opening at the Market Place set the tone for the weekend. Marked by the “On your marks, get set, Oulu!” moment, people gathered to witness the start of the festival and the shift in the city’s rhythm. Over the course of the weekend, the Market Place buzzed with performances, music, art and shared experiences. Amid the programme, local traditions and new artistic expressions met in public spaces that felt alive with activity.   From live sets that encouraged dancing between crowds to street a...

Big news for Oulu and Northern Finland! Starting 29 March 2026 , Latvian airline airBaltic will launch direct scheduled flights between Oulu and Riga . This new connection will operate five times a week (Mondays, Tuesdays, Thursdays, Fridays, and Saturdays) and marks a major step in strengthening Oulu’s international accessibility, just in time for the European Capital of Culture year 2026 . Why this route matters For Oulu, the new connection is more than just a flight – it’s about bringing the world closer.  “AirBaltic’s new connection strengthens the international accessibility of Oulu and the whole of Northern Finland at exactly the right time, bringing visitors to enjoy the cultural year’s offerings. Our clear goal is to establish the connection also for the coming years.” From Oulu, you can now catch an early morning flight at 04:55 , arrive in Riga by 06:30 , and continue the same day to major European cities like Oslo, Stockholm, Copenhagen, Berlin, Munich, Zurich, Vi...

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...