Finland’s Oulu sees jump in tourism ahead of year as an EU ‘Capital of Culture’

Oulu, a city in northern Finland near the Arctic Circle that will be one of the EU’s “Capitals of Culture” in 2026, saw a 37 percent surge in international tourism last year, with more than 1 million overnight stays recorded across the metropolitan area, according to Visit Finland.

The surge reflects the city’s inclusion in more guided tour packages offered in international markets, supported by strategic development and marketing activities, the country’s official tourism board said. Registered accommodations accounted for 621,000 overnight stays (+4%) in 2024, while the total – including unregistered accommodations – reached 851,000 (+9%). Notable increases came from Nordic countries (+41%), Germany (+31%), Mediterranean countries (+50%), and the U.S. (+46%), with peak growth in summer and late in the year.

The introduction of a direct Munich-Oulu flight significantly boosted German tourism, leading to a 130% increase in visitors from Munich alone. This route’s popularity prompted its extension to year-round service, enhancing northern Finland’s international accessibility, Visit Finland said in a statement. Oulu Airport welcomed more than 33,500 foreign tourists in 2024, a 30% increase from the previous year.

The region’s appeal, bolstered by attractions including the Syöte ski resort, Kuusamo nature town and the Nordic Ring Roads, contributed to strong international growth, especially during winter, it said. Foreign tourists spent more than €80 million in Oulu last year, with 70% visiting for leisure, staying a median of seven nights, and booking their trips about 2.5 months in advance. Hotel occupancy rates averaged 69%, surpassing other Finnish cities, according to Visit Finland.

This year, major events like the Kuninkuusravit harness racing festival and Asuntomessut housing fair in July and August are expected to boost domestic tourism, supported by BusinessOulu’s efforts to enhance international cooperation and air connectivity, including new direct routes. Sustainable tourism initiatives and growing educational and cruise tourism segments further demonstrate Oulu’s expanding international presence, setting the stage for continued growth, it said.

The European Capitals of Culture initiative, now in its 40th year, is designed to highlight the richness and diversity of cultures by spotlighting two cities in the EU each year. For 2025, Chemnitz in Germany and Novo Gorica in Slovenia are the featured metropolitan areas. Next year, Oulu will share the honor with Trenčín, Slovenia.