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 January marks the beginning of a long journey I’ve been preparing for over many years. I’ve officially started my PhD, and as part of the process, I’ve committed to documenting the road ahead. This is not just for myself but also for others working in tourism, place-making, and digital strategy. This isn’t a formal progress report. It’s more like a public journal entry that reflects what it means to transition from full-time practitioner to part-time researcher without stepping out of the professional role. My research focuses on how artificial intelligence (AI) can be used in tourism in a way that respects local values, strengthens regional governance, and builds trust among both visitors and residents. To make that concrete, I’m developing something called the AI Readiness and Ethical Targeting Toolkit , or AIRETT . The goal is to support destination marketing organisations (DMOs), especially those in rural  regions like Northern Finland, in making informed, ...

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...

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...