The importance of strong international airline connections to Oulu cannot be overstated. With Oulu increasingly positioning itself as a hub for Northern Finland, the recent addition of Lufthansa’s direct route from Munich marks a pivotal moment in its accessibility to European travelers. While winter tourism remains a major draw, particularly from January through March, there is growing recognition that this seasonal reliance needs to be addressed. Expanding the visitor base throughout the year is essential for the long-term sustainability of the region’s tourism industry. The challenge, however, lies in creating compelling reasons for visitors to come to Oulu outside of its traditional peak season. Oulu’s unique geographical position offers a strategic advantage as a gateway to the wider Northern Finnish region. By developing cultural, wellness, and nature-based tourism products, Oulu can diversify its offerings. The European Capital of Culture 2026 designation will undoubtedly draw a...