Every year in early March, a large part of the global tourism industry gathers in Berlin. ITB Berlin remains one of the most important travel trade fairs in Europe, and again this year the halls were full of meetings, conversations, and the steady rhythm that defines large industry events. Finland was well represented. Visit Finland hosted a large national stand where Finnish destinations and tourism companies presented their products and regions to international buyers. The Finnish approach to trade fairs is something I have always appreciated. Instead of competing against each other, destinations and companies work together to showcase the country as a whole while still highlighting the unique characteristics of each region. For destinations like Oulu and Northern Finland, this kind of collaboration is essential. Many buyers visiting the stand are looking at Finland for the first time or are still learning about the diversity of experiences available across the country. Having a shar...

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...