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...

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...