Day 1 reflections: reputation, trust, and the uncomfortable middle ground Day one of the CityDNA CEO Summit in Barcelona set a clear tone early on.  The opening framing by the CityDNA leadership and hosts in Barcelona made that explicit. Cities are operating in turbulent conditions where tourism is no longer judged only by its economic contribution, but by how it shows up in everyday urban life.  Global turbulence, local consequences The keynote from WTTC reinforced something many of us already sense intuitively: global tourism performance cannot be separated from geopolitics, climate pressure, social licence, and institutional trust. What was particularly relevant from a city perspective was the emphasis on reputation as a form of resilience. Destinations that lose credibility with residents, policymakers, or international partners become fragile very quickly, regardless of demand curves or connectivity statistics. What struck me was how closely this global framing aligned wi...

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...

This year I had the chance to join the Captains Cruise 2025 , which once again brought together an inspiring mix of industry leaders, market experts, and tourism innovators. Beyond the formal program, it was also the atmosphere onboard – a unique blend of serious discussions and casual encounters – that made the event a valuable place to take the pulse of our industry. AI and Sustainability – Still an Untapped Match One of the most memorable sessions was led by Nikki Pegos and Netta Paavoseppä, diving into the intersection of artificial intelligence and sustainability . It became clear that while most of us already use generative AI tools in our daily work, only a small fraction apply them systematically to sustainability planning. Netta stressed a point that resonated strongly with me: without clean data, AI simply accelerates greenwashing . At her resort in Finland, AI is already used for energy optimisation, deep research, and sustainability roadmaps. The advice was practical: ev...

Seasonality has long shaped the rhythm of tourism — peak summers, quiet winters, and everything in between. But as global travel patterns evolve, tourism leaders are stepping up to ask: can we do better? The Tourism Seasonality Summit 2025, hosted in Seville, brought together destination managers, airline professionals, tourism tech innovators, and entrepreneurs to explore exactly that. With every panel, keynote, and networking session, one message came through loud and clear: the low season is full of untapped potential. Opening the Dialogue: A New Era for Tourism In the opening remarks, Ged Brown (Low Season Traveller) and Steven Small (Routes) reminded us that post-pandemic recovery is a double-edged sword. Yes, arrivals are up — but so are the pressures on destinations, residents, and the environment. The goal? Rebalancing tourism so it brings benefits throughout the year, not just during high season. Check session takeaways Keynote 1: The European Outlook Adolfo Reyes from the WTT...

The opening ceremony of ITB Berlin 2025 set the stage for a transformative future in global tourism, showcasing the industry’s growth, resilience, and its evolving relationship with technology and sustainability. Opening speakers highlighted groundbreaking trends, especially artificial intelligence revolutionizing travel bookings. Here’s a snapshot of the most compelling insights from the opening ceremony. The Future of Tourism: Unprecedented Growth & New Opportunities One of the most striking takeaways from the opening remarks was the projected expansion of the travel and tourism sector. By 2034, the industry is expected to support nearly  450 million jobs worldwide , with  over one million of these being brand new positions . This underscores the sector’s role as a powerhouse for economic development and employment creation. Forward-looking data from ForwardKeys highlighted that between  March and May 2025, Europe will lead international arrivals , with  London...

Yesterday, I had the honor of participating in the “Beyond Sun and Sea” conference hosted by Hermes Airports in Cyprus, a remarkable event focused on redefining Cyprus as a year-round destination . The gathering brought together leaders from across the public and private sectors, as well as experts from Europe, to share experiences, strategies, and solutions to the challenges of sustainable tourism. With Cyprus already known for its stunning natural beauty and warm hospitality, the event highlighted how the country is determined to build on its existing strengths to position itself as a top travel destination not just during the summer months, but all year round. A Vision for the Future The conference opened with a keynote by Ged Brown, who delivered an insightful analysis of global tourism trends and challenges. He underscored the unprecedented growth in global tourism, the rising importance of sustainable travel, and the increasing preference for off-season and immersive experience...

The recent initiative to pilot a tourism tax in Northern Finland has sparked considerable debate among stakeholders. While the intention behind such a tax is to generate revenue that could potentially support tourism development, the unique fiscal structure in Finland presents significant challenges to this approach. The Finnish Taxation Context In Finland, tax revenues are consolidated into a general fund, and earmarking—allocating specific tax revenues for designated purposes—is not practiced. This means that any tourism tax collected would merge with other tax revenues, leaving its allocation to the discretion of policymakers. Consequently, there is no guarantee that funds generated from a tourism tax would be reinvested into the tourism sector. This lack of direct reinvestment could hinder the growth and development of tourism infrastructure and services, which are vital for both visitors and local communities. The Impact on Tourism Entrepreneurs Introducing a tourism tax without a...

In tourism, as in life, there’s a fine line between reacting, responding, and leading. Each approach has its place, but the difference lies in the intention, strategy, and outcomes. Over the years, I’ve seen these approaches play out repeatedly in the industry, shaping destinations, creating opportunities, and sometimes, missing them entirely. For me, this is not just an academic distinction; it’s a principle that has guided my career. In tourism, you can either be the trailblazer, setting your own course, or follow someone else’s lead. And while I firmly believe in charting your own path, I also know the importance of responding to the opportunities that emerge around you. Reacting: The Pitfall of Short-Term Thinking Reacting is immediate. It’s reflexive. It’s what happens when you notice a trend and rush to jump on the bandwagon without fully understanding it. While reaction can sometimes yield short-term wins, it often leads to unsustainable outcomes. It’s the equivalent of chasing ...

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...

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...

Lapland has long been synonymous with winter wonderland experiences—Northern Lights, husky safaris, and Santa Claus tourism. However, while this winter-centric image has helped draw hundreds of thousands of tourists each year, it also presents a challenge: how can Lapland create compelling tourism offerings that sustain its economy year-round ? Airline connectivity plays a crucial role in the solution, particularly with new routes like Lufthansa’s flights to Oulu, which could open doors to wider international access to Northern Finland. A key factor in Lapland’s winter tourism success has been direct, convenient air connections from major European hubs. However, to turn these seasonal peaks into year-round tourism, Lapland needs to position itself as a summer destination as well. Adventure and nature tourism, such as hiking, mountain biking, and wilderness retreats, offer an unique opportunity for that. As travelers increasingly seek eco-friendly and wellness-based vacations, Lapland’s...

I recently had the privilege of speaking at the Green Destinations 2023 Conference , which took place from October 8-10, 2023, in Tallinn, Estonia. As one of the speakers, it was inspiring to engage with industry leaders and experts from around the world who are all dedicated to shaping the future of sustainable tourism. Hosted in the European Green Capital of 2023, Tallinn, the event gathered over 260 participants from more than 40 countries, all focused on finding sustainable solutions to preserve and protect the natural and cultural heritage of travel destinations. The conference brought together a wealth of knowledge, with 55+ speakers sharing best practices on everything from eco-friendly travel initiatives to sustainable destination management. During my presentation, I emphasized the need for destinations to balance tourism growth with social and environmental sustainability , using examples from my work in Oulu and along the Pohjola Route. One of the key takeaways from the even...

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...