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...