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...

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...

I am happy to share that I am embarking on a new chapter in my academic and professional journey: pursuing a PhD! My first step in this journey is completing the Diploma in Advanced Research, a foundational milestone that will equip me with the skills and knowledge necessary to delve deeper into the world of academic exploration. As I begin this journey, I am particularly inspired by the intersection of Artificial Intelligence (AI) and sustainability in the context of Destination Management Organizations (DMOs). Tourism is a dynamic and ever-changing industry, and I believe that DMOs play a pivotal role in shaping its future. However, there are still significant research gaps in understanding how AI can be harnessed to optimize resource management, reduce environmental footprints, and promote responsible tourism. My goal is to identify a PhD thesis topic that bridges these gaps, creating a body of work that is both academically valuable and practically impactful. I am particularly moti...