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...

  This week in Helsinki, Matka Travel Fair once again reminded me why this event still matters. Not because of spectacle, but because of conversations that are practical, sometimes challenging, and often useful. The week started with the professional days. Those early days are about work in the most concrete sense. Meetings with tour operators, partners, and industry colleagues focused on how Northern Finland is positioned right now, and how we continue to make it relevant in a changing market. Demand patterns, product fit, and realistic expectations were at the centre of those discussions. Promotion is only meaningful if it connects to something that can actually be delivered. From Friday to Sunday, the fair opened to the public. Our stand shifted tone and purpose. This year, Oulu2026 was front and centre. Culture was not an add-on but the story itself. Visitors were curious, engaged, and often pleasantly surprised by how broad the year looks beyond individual events. Ma...

Oulu is stepping onto the global stage as the European Capital of Culture 2026 —a once-in-a-lifetime opportunity to attract international visitors. But to make it a success, we must act now . At the ETOA Nordic Marketplace in Copenhagen , we emphasized the urgency of bringing Oulu2026 to tour operators. Travelers plan major trips years in advance, and this is our last moment to ensure Oulu is featured in travel catalogs and itineraries. With world-class events, Arctic gastronomy, and unique cultural experiences , Oulu2026 will be an unforgettable celebration. Our curated travel packages , easy access via Helsinki and Munich , and strategic location as a gateway to Lapland, Sweden, and Norway make Oulu a must-visit Nordic destination. This isn’t just about 2026—it’s about securing Oulu’s place on the global tourism map for years to come. Let’s make it happen, together. Read my full speech below: Let us now take you on a journey to a place that has remained a mystery to most of the inte...

Wow, what a ride 2024 was! I can’t help but feel gratitude and excitement for everything I’ve been a part of this past year. It was all about pushing boundaries, forging connections, and putting Oulu and Northern Finland on the map like never before. From rubbing elbows with airlines at Routes World Bahrain to heart-to-heart chats with tour operators, every step of the way has been fueled by the shared dream of making our corner of the world a top-notch destination. I’ve been fortunate to work with an incredible team, supportive municipalities, and dynamic stakeholders who share my passion for showcasing our unique blend of culture, nature, and eco-friendly innovation. A Sustainable Start to the Year 2024 began with a personal commitment to sustainability. Spending time on organic farming and raising chickens our my garden helped me embrace the principles I advocate for in tourism—showing that sustainability starts at home. ITB India – Representing Oulu on the Global Stage Representin...

At Visit Oulu , we’re deeply committed to fostering a welcoming environment for all, but implementing Diversity, Equity, and Inclusion (DEI) values in tourism marketing comes with challenges. How do we promote inclusivity without falling into the trap of performative marketing or "inclusion washing," much like the dangers of greenwashing in sustainability? The Pelekääkkönää campaign was one step towards creating authentic connections with both locals and visitors, challenging preconceived notions about what Oulu can offer. By inviting residents to re-examine their views of Oulu’s potential, we began an important conversation about inclusivity. However, promoting inclusion goes beyond just a clever marketing campaign. Authenticity in DEI Marketing One of the primary challenges in DEI marketing is authenticity. To avoid performative gestures, we need to engage in long-term planning and build inclusive frameworks into every facet of the visitor experience, from the attractions...