We’re excited to announce that Oulu has officially received the Sustainable Travel Finland (STF) destination certification ! This recognition reflects at least five years of hard work and dedication toward making Oulu a more sustainable and responsible tourism destination. What is the STF Certification? The STF certification, provided by Visit Finland, sets a high standard for environmental, social, and economic sustainability. To achieve it, destinations must meet strict criteria, including reducing carbon emissions, preserving natural resources, supporting local culture, and contributing positively to the community. With this certification, Oulu demonstrates its commitment to creating a tourism experience that cares about its impact. A Team Effort This accomplishment wouldn’t have been possible without the incredible support and dedication of BusinessOulu and all STF-certified companies in Oulu . From eco-friendly accommodations to sustainable activity providers, each STF-certified b...

During my visit to Barcelona as part of the Destinations International Pathfinder Seminar , I had the opportunity to hear firsthand how this iconic city has developed its tourism industry. The seminar kicked off with an insightful presentation by Mr. Mateu Hernandez, CEO of Tourisme de Barcelona , who shared fascinating details about how the city manages its growing tourism economy. Tourism’s Economic Impact Tourism is a vital part of Barcelona’s economy, directly employing around 150,000 workers . The city receives approximately 12 million tourists annually , making it one of Europe’s most visited cities. Of those visitors, around 3 million arrive via cruise ships , making Barcelona the second-largest cruise harbor in the world and the largest in Europe. However, the influx of cruise tourists has sparked debates around the benefits and challenges of this form of tourism. The Cruise Industry: Boon or Burden? Barcelona’s cruise industry is a significant revenue generator but also a poi...

Inspired by today’s fresh tourism statistics, I’m creating this post at the end of a busy day, just before heading to bed. Building a destination brand, like tourism marketing, is an endurance sport. In Oulu, we’ve been working diligently for three years since our city mayor initiated a regional questionnaire to determine the focus of Oulu Matkailu Oy (Visit Oulu) . The result? A clear mandate for international marketing. Since then, we’ve consistently directed our resources, collaborated with local municipalities and stakeholders, and expanded our efforts to showcase Oulu as a destination. This persistence is now slowly paying off. Recent statistics highlight significant growth in international tourism , with Oulu registering a remarkable 47% increase in foreign overnight stays and a total of 88,000 paid overnight stays for August. The 23.5% increase in total overnight stays and a 29% rise in accommodation sales underline how branding efforts, partnerships, and long-term strategies a...

I am excited to announce that I will be speaking at the World Tourism Seasonality Summit during the airline industry Routes World event in Bahrain on October 8th, 2024 . I will be delivering a keynote on “ Innovative Destination Marketing and Product Development Strategies to Flatten the Seasonality Curve .” This talk will dive into practical, actionable strategies that destinations and airlines can adopt to drive year-round tourism through innovative marketing and product development. What to Expect from My Presentation The presentation will highlight key case studies from Oulu, Kittilä, Madeira, and Japan—all of which have faced the challenge of seasonal tourism and implemented successful strategies to overcome it. These destinations provide excellent examples of how collaboration between airlines and tourism boards can optimize low-season travel and ensure sustained growth year-round. Some key points I will discuss: How Oulu, Finland is leveraging its unique geographical location a...

The Pelekääkkönää campaign , launched by Visit Oulu , aimed to address a common sentiment among locals: that Oulu is not a tourist destination, and there’s nothing to see. This belief, shared by many residents, posed a challenge for tourism development in the city. In casual conversations, when asked what the locals thought about Oulu’s tourism potential, they often responded with statements like, “There’s nothing to see here!” This attitude created an internal barrier to developing Oulu’s reputation as a vibrant destination for visitors. The locals could not understand why anybody from abroad would like to visit their city! With that mindset in mind, the Pelekääkkönää campaign was designed to turn this perception on its head. It took a sarcastic and playful approach , initially presenting the message that “There’s nothing to see here” on the Visit Oulu website . However, the twist came with a series of challenges and activities that highlighted what the city actually has to offer. ...

The designation of Oulu as the European Capital of Culture 2026 offers a transformative opportunity for the region’s tourism industry. This title not only brings international recognition but also unlocks new opportunities for year-round tourism development. Oulu’s rich cultural heritage, combined with its stunning natural landscapes, positions it perfectly to attract a diverse group of visitors, from culture enthusiasts to adventure travelers. As Oulu prepares for 2026, the focus should be on creating lasting infrastructure and tourism products that continue to draw visitors long after the event. This requires collaboration between local businesses, government bodies, and airlines to ensure that tourism offerings are tailored to a broader international audience. Promoting Oulu’s accessibility, especially with the recent Lufthansa route from Munich, will be crucial in driving these efforts. The key to success lies in leveraging this global spotlight to showcase the unique combination o...

The Asuntomessut   2025 Housing Fair, one of Finland’s largest and most anticipated events, is an excellent opportunity for Oulu to showcase its innovation in urban planning, sustainability, and quality of life. Held annually, this event draws visitors from all over Finland and beyond, offering them a chance to explore the latest in housing trends, architecture, and sustainable living practices. For Oulu, the fair plays a significant role in driving tourism, boosting the local economy, and positioning the city as an attractive destination for both future residents and visitors. Asuntomessut’s Impact on Tourism in Oulu The housing fair brings tens of thousands of visitors to Oulu, many of whom are not only interested in housing but also eager to experience the local culture, natural beauty, and attractions the city has to offer. During the event, local businesses—from hotels and restaurants to retailers and tour operators—see a significant increase in customer activity. This influx ...

We are thrilled to announce that Oulu and the Pohjola Route have been recognized as the Best Destination for Sustainable Tourism at the Today’s Traveller Awards 2023 in New Delhi, India. This award celebrates our commitment to sustainable tourism, environmental stewardship, and the preservation of Finland’s natural beauty. The Today’s Traveller Awards recognize leaders in travel and tourism who have set new benchmarks in excellence, and we are honored to be part of such a distinguished group. The award was presented in recognition of the Pohjola Route’s innovative approach to tourism, which highlights the scenic beauty and cultural richness of the Oulu region while promoting environmentally responsible travel. This route offers visitors a chance to explore Finland’s arctic landscapes, coastal wonders, and forests, all while ensuring minimal impact on the environment. When presenting the award, the judges praised our dedication to balancing tourism development with sustainability goals...