Today I travelled from London to New York, via Paris and Athens, in about an hour. I did not leave my desk. I spent some time playing with AI-generated images, using ChatGPT’s Create image function and a single reference photo of my own face. I placed “myself” into a handful of familiar city settings and let the system do the rest. I generated several images that might create a sense of travelling. This was partly curiosity, partly play. But it is also very directly connected to my PhD work. My research looks at how rural DMOs can use AI in tourism promotion in ways that are effective, ethical, and grounded in local values. Not to replace real places or experiences, but to understand what these tools actually do, how they feel to audiences, and where the boundaries should be. Using my own face was a deliberate choice. It avoids copyright issues, ensures consent is clear, and keeps the experiment transparent. Every image you see in this post is AI-generated, and every face in those imag...

This week, I took part in the Tapahtumateollisuus NYT 2026 industry seminar in Oulu. The event brought together professionals from across the Finnish event, tourism, and cultural ecosystems at a meaningful moment, as Oulu is already living its year as European Capital of Culture. The seminar was not about future plans on paper. It was about how events and tourism are actively shaping cities right now, in real time. One theme, Events and Tourism together, reflected that reality well. What stood out was the range of perspectives in the room. Producers, venue operators, city representatives, cultural organisations, and tourism leaders were all part of the same conversation. That mix matters, because events and tourism rarely work in isolation. They function as part of a wider urban system that people experience daily. I had the opportunity to participate in two panel discussions that stayed with me. The first focused on the idea of the city as a multi-venue stage. We discussed how cities ...

  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...

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...