The program of the Tourism Forum was impressively varied: immediately after the presentation of Lufthansa's new routes, we dived straight into the downsides of overtourism and considered how to manage tourism growth responsibly. One solution is slow travel. The aim is for visitors to stay longer in the region and to get to know the local culture in greater depth. The destinations can also be reached by land and sea, thus minimizing emissions. Is it sustainable to fly from Rovaniemi to Liverpool for 10 euros?
The atmosphere was enthusiastic, courageous and forward-looking. Tourism operators highlighted three key areas for development: the importance of networking, the need for ready-to-buy products and extending the tourist season. Of these, networking received particularly high attention - the emphasis was on the power of cooperation rather than competition.
Extending the tourist season is important to enable tourism entrepreneurs in the region to balance their income and avoid the uncertainty caused by the low season. By attracting tourists all year round, the quiet weeks of winter become opportunities - perhaps visitors come to experience the glory of the Northern Lights or to take part in winter cultural events. And the same in reverse: attracting visitors to winter destinations with summer heritage activities and new taste experiences, for example. Spring can be a time for small festivals, where awakening nature meets art and culture.
Extending the seasons will also give local businesses more time to develop new products and services, enriching the cultural offerings of the whole region. The result is a more varied experience for tourists and a more prosperous North Ostrobothnia all year round - winter, spring, summer and autumn.
In North Ostrobothnia, cultural tourism is a key part of the tourism strategy, contributing to the vitality and attractiveness of the region. The region's rich cultural heritage, beautiful natural environment and diverse artistic scenes offer unique experiences that tourists seek. However, nature alone is not enough, as every tourist country and destination boast its unique natural environment: mountains here, ice fields there. What is needed are clear cultural tourism products and packages that can be purchased already in the country of origin. Cultural tourism not only generates income for the region, but also helps to preserve local traditions and strengthen the identity of communities.
The pilots of the Creative Triangle project, led by the Kerttu Saalasti Institute at the University of Oulu, offer an excellent opportunity to be involved in creating new kinds of cultural experiences that are not limited to the summer, winter or Christmas seasons. Year-round tourism brings stability to local businesses and gives visitors a reason to return again and again. Participation in the pilots opens doors to new networks, business opportunities and makes the participants pioneers in the development of cultural tourism in North Ostrobothnia.
The Creative Triangle project brings together culture, art and tourism professionals to develop innovative solutions. The project is managed by University of Oulu together with Oulu Cultural Foundation, NIHAK ry and Kattilakoski Cultural Cooperative. The aim is to strengthen the business community by developing new ways of combining culture and tourism. The project will run pilot projects to explore ideas and concepts with commercial potential. Through these pilots, new event concepts, tourism products or cultural experiences can be developed to attract visitors to North Ostrobothnia all year round. Participants from the fields of arts and culture, hospitality sector operators and event producers are invited to take part in the pilots.
Perhaps you too would like to generate income from tourism, and develop or maintain local culture while showing people one thing that sets us apart? Interested operators can apply by filling in a pilot application on the project website at luovatriangeli.fi. The application is open throughout 2025, and the pilots will also take place in 2025. This is a unique opportunity to try out new ideas and be part of the development of tourism and culture in the region. Financial support is also available for the first twenty pilots, so move fast!
Author: Markus Rytinki, PhD, Project Manager, Creative Triangle Project, University of Oulu Kerttu Saalasti Institute, MicroENTRE
Register for the pilots here: luovatriangeli.fi
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