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 ...

The announcement of year-round flights to Kittilä Airport , serving the popular resorts of Levi and Ylläs, marks a major milestone for Lapland’s tourism industry. Traditionally a winter destination, Lapland has steadily been expanding its summer offerings, and the introduction of these flights provides a much-needed boost for summer tourism. Levi and Ylläs, already renowned for their winter sports and breathtaking Northern Lights experiences, have invested heavily in developing summer attractions, such as hiking, mountain biking, and wellness retreats. With these new summer flights, visitors from across Europe now have easier access to these activities, helping to turn Lapland into a true year-round destination. This increased accessibility will not only benefit tourism operators but also encourage further investment in infrastructure and new tourism products. Airlines, local governments, and tourism boards must now collaborate to promote the vast summer potential of Lapland, showcasin...

The designation of Oulu as the European Capital of Culture 2026 offers a transformative opportunity for the region’s tourism industry. This title not only brings international recognition but also unlocks new opportunities for year-round tourism development. Oulu’s rich cultural heritage, combined with its stunning natural landscapes, positions it perfectly to attract a diverse group of visitors, from culture enthusiasts to adventure travelers. As Oulu prepares for 2026, the focus should be on creating lasting infrastructure and tourism products that continue to draw visitors long after the event. This requires collaboration between local businesses, government bodies, and airlines to ensure that tourism offerings are tailored to a broader international audience. Promoting Oulu’s accessibility, especially with the recent Lufthansa route from Munich, will be crucial in driving these efforts. The key to success lies in leveraging this global spotlight to showcase the unique combination o...

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...