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 ...

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 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...