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 ...

One of the most important questions for any destination is not how attractive it looks from the outside, but how it feels from within. In autumn 2025, Taloustutkimus carried out a large-scale survey on local attitudes toward tourism, events, and culture in Oulu. 771 residents responded. For the first time, we have a comprehensive picture of how people who live here actually see tourism and its role in the city. The results are quietly encouraging. A strong majority of Oulu residents view tourism, events, and culture positively. Tourism is supported by 86 percent of respondents, while events and culture receive 87 percent approval. Growth itself is not seen as a threat. 82 percent respond positively to increasing visitor numbers, and 70 percent support developing tourism as one of Oulu’s key industries. These figures matter because they cut against a common assumption that residents are becoming broadly resistant to tourism. In Oulu’s case, the message is more nuanced. People see va...

This weekend marked a quiet but important shift in my doctoral work. The Project Approval Form is now submitted to the university Moodle, and the final version has been formally approved. My supervisors confirmation landed with a sense of relief. The framework is now in place. There is no more circling around the project. It has started. Alongside that, I decided to begin a research journal. Not a progress log and not a polished blog series, but a working journal. A place to note moods, energy, doubts, confidence, and the less visible parts of writing a thesis. I am increasingly convinced that how the work feels matters, not just what gets produced. Especially in a practice led PhD, where decisions are shaped by experience, judgement, and sometimes friction. I spent time this weekend setting up tools and routines. I watched the university library instruction video and immediately found new and relevant literature. That moment reminded me how much structure and support exists once you a...

  This January marks the beginning of a long journey I’ve been preparing for over many years. I’ve officially started my PhD, and as part of the process, I’ve committed to documenting the road ahead. This is not just for myself but also for others working in tourism, place-making, and digital strategy. This isn’t a formal progress report. It’s more like a public journal entry that reflects what it means to transition from full-time practitioner to part-time researcher without stepping out of the professional role. My research focuses on how artificial intelligence (AI) can be used in tourism in a way that respects local values, strengthens regional governance, and builds trust among both visitors and residents. To make that concrete, I’m developing something called the AI Readiness and Ethical Targeting Toolkit , or AIRETT . The goal is to support destination marketing organisations (DMOs), especially those in rural  regions like Northern Finland, in making informed, ...

 Last weekend’s opening of Oulu2026, European Capital of Culture was a memorable start to what promises to be a year full of artistic energy and community moments. From January 16 to 18, 2026 , the heart of Oulu became a living cultural stage with almost 200 events spread across more than 20 venues in the city centre. The scale and diversity of the programme invited residents and visitors to explore, participate and celebrate culture in all its forms.   Friday afternoon’s official opening at the Market Place set the tone for the weekend. Marked by the “On your marks, get set, Oulu!” moment, people gathered to witness the start of the festival and the shift in the city’s rhythm. Over the course of the weekend, the Market Place buzzed with performances, music, art and shared experiences. Amid the programme, local traditions and new artistic expressions met in public spaces that felt alive with activity.   From live sets that encouraged dancing between crowds to street a...

  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...

The international recognition Oulu and Oulu 2026, European Capital of Culture are receiving right now is the kind of visibility no advertising budget can truly buy. In the past few months we have seen a wave of global media coverage naming our northern city a must-visit destination for 2026, celebrating its creative energy, cultural depth, natural beauty, and genuine sense of place. This is the result of sustained collective effort by local companies, the City of Oulu, Visit Oulu, and the Oulu2026 Cultural Foundation. The story being told today is rooted in real investment in culture, community, and collaboration. On Visit Oulu’s website you can explore the full list of international articles recognising Oulu’s rise on the global travel radar 👉 Check the website for up-to-date list of media coverage. Here are some of the notable mentions: National Geographic National Geographic included Oulu in its Best of the World 2026 list, highlighting how the city is finally getting its momen...

Big news for Oulu and Northern Finland! Starting 29 March 2026 , Latvian airline airBaltic will launch direct scheduled flights between Oulu and Riga . This new connection will operate five times a week (Mondays, Tuesdays, Thursdays, Fridays, and Saturdays) and marks a major step in strengthening Oulu’s international accessibility, just in time for the European Capital of Culture year 2026 . Why this route matters For Oulu, the new connection is more than just a flight – it’s about bringing the world closer.  “AirBaltic’s new connection strengthens the international accessibility of Oulu and the whole of Northern Finland at exactly the right time, bringing visitors to enjoy the cultural year’s offerings. Our clear goal is to establish the connection also for the coming years.” From Oulu, you can now catch an early morning flight at 04:55 , arrive in Riga by 06:30 , and continue the same day to major European cities like Oslo, Stockholm, Copenhagen, Berlin, Munich, Zurich, Vi...

This year I had the chance to join the Captains Cruise 2025 , which once again brought together an inspiring mix of industry leaders, market experts, and tourism innovators. Beyond the formal program, it was also the atmosphere onboard – a unique blend of serious discussions and casual encounters – that made the event a valuable place to take the pulse of our industry. AI and Sustainability – Still an Untapped Match One of the most memorable sessions was led by Nikki Pegos and Netta Paavoseppä, diving into the intersection of artificial intelligence and sustainability . It became clear that while most of us already use generative AI tools in our daily work, only a small fraction apply them systematically to sustainability planning. Netta stressed a point that resonated strongly with me: without clean data, AI simply accelerates greenwashing . At her resort in Finland, AI is already used for energy optimisation, deep research, and sustainability roadmaps. The advice was practical: ev...

What a privilege it was to stand on stage in Chicago and be part of the largest Destinations International Annual Convention ever held — 2,000+ participants from 38 countries, united by one question: What does destination leadership look like in the next decade? For me, it meant delivering a 45-minute session on tourism seasonality , briefing the Board of Directors on the state of European tourism as Chair of the European Stewardship Council, and moderating a DestinationNEXT Futures Study panel with leaders from Scotland, the Cayman Islands, and Monterrey. Each moment brought a new sense of urgency and possibility. “The solution isn’t to stop people from traveling. It’s to shape the system they enter.” That was my message in my session — and it resonated. We talked openly about building systems that balance visitor growth with resident well-being, infrastructure strain, and local culture. I shared lessons from Madeira, Setouchi, Oulu, and Levi: segment smarter, innovate across sea...

Adventure Elevate 2025 is already shaping up to be one of the most energizing industry gatherings of the year — and it’s only Day Two. From inspiring keynotes to meaningful conversations over coffee (or perhaps butter tea), there’s a growing sense here in Denver that adventure travel is reinventing itself. As delegates from over 46 countries explore, connect, and share ideas, it’s clear that the global community around adventure travel is stronger than ever. And with the schedule ahead, including outdoor experiences, workshops, the Outside Festival, and more, there’s still plenty to look forward to. A Community Gathering with Purpose ATTA’s Russel Walters kicked off the event by reminding us that Adventure Elevate is evolving. Once a North American gathering, it’s now a global touchpoint — with regional Elevate events in Latin America, Europe, and Asia in the works. This year’s theme, “Peak Experience,” invites us to reimagine what’s possible in our businesses and our communities — and...