The year 2025 marked a period of steady, broad-based growth in tourism in Oulu and the wider Pohjolan Rengastie region. While the headline figures show a six percent increase in total paid overnight stays in Oulu, the more interesting story lies in how that growth was distributed across seasons, markets, and accommodation types. Across the full year, Oulu recorded approximately 846,600 overnight stays in paid accommodation. Growth was consistent rather than concentrated, and the second half of the year was particularly strong. From October through December, each month set a new record compared to the previous year. In October, nearly 69,000 overnight stays were registered in paid accommodation, representing a 16 percent increase year-on-year. November followed with around 65,000 overnight stays, up more than 11 percent. December closed the year with approximately 78,200 overnight stays, an increase of over 13 percent compared to the same month in 2024. Accommodation sales in both Octob...

  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...