Nestled on the edge of the Arctic Circle lies Rovaniemi, the charming capital of Finnish Lapland and the self-proclaimed official hometown of Santa Claus. With its snowy landscapes, reindeer sleigh rides, and bustling Santa Claus Village theme park, Rovaniemi has become a top winter destination for travelers from all over the world.
As I shuffle across the icy ground on a cold December afternoon, I am greeted by the sounds of laughter and excitement from the many tourist groups pouring into Santa Claus Village. From sipping cocktails in an ice bar to meeting the jolly man himself, there is something for everyone in this winter wonderland.
One of the most popular attractions in Rovaniemi is the Santa Claus Village theme park, drawing in more than 600,000 visitors each year. And it’s not hard to see why. The park is especially magical during the holiday season, with the air filled with the spirit of Christmas.
For Polish visitor Elzbieta Nazaruk, visiting Rovaniemi was a dream come true. She shares, “This is like my dream came true. I’m really excited to be here.” And she is not alone. Tourism is booming in Rovaniemi, much to the delight of hotel and restaurant owners as well as city officials. This influx of visitors brings in much-needed revenue and boosts the local economy.
However, with the rapid growth of tourism, there are also concerns about the impact on the town. Antti Pakkanen, a photographer and member of a housing network, expresses his worry about the overgrowth of tourism in Rovaniemi. He explains, “Tourism has grown so rapidly, it’s not anymore in control.” This is a sentiment echoed in many popular European travel destinations, where locals have taken to the streets to protest against “over-tourism.”
But this issue is not unique to Europe. It seems to have spread all the way to the Arctic Circle, with Rovaniemi experiencing a record number of overnight visitors in 2023 at 1.2 million. This is a 30 percent growth from the previous year, after recovering from the disruptions of the pandemic.
According to Sanna Karkkainen, CEO of Visit Rovaniemi, the trend of traveling to Nordic countries is on the rise. “People want to travel to cool countries to see the snow, to see the Northern Lights, and, of course, to see Santa Claus,” she says. This trend is evident in the thirteen new flight routes that opened at Rovaniemi Airport this year, bringing in more visitors from places like Geneva, Berlin, and Bordeaux. While most tourists come from European countries, Rovaniemi’s appeal has also spread to other parts of the world.
Due to the high demand for accommodation, hotel availability in Rovaniemi is scarce this winter. Tiina Maatta, general manager of the Original Sokos Hotel, expects 2024 to set new records. However, not everyone is happy about the surge in tourism. Local critics point out that many apartment buildings in the city center are now used for short-term rental services during peak season, driving up prices and squeezing out long-term residents. They fear that Rovaniemi’s city center is becoming a “transient space for tourists.”
Some campaigners are calling on authorities to enforce stricter regulations, as Finnish law prohibits professional accommodation services in buildings intended for residential use. However, Mayor Ulla-Kirsikka Vainio notes that some residents are making “good money” from short-term rentals. It’s a complex issue, but one thing is for sure – the magical atmosphere of Rovaniemi during the holiday season is a huge draw for tourists.
As a visitor from Bangkok, Joy, puts it, “It’s Christmas time and we would love to see the Northern Lights. Rovaniemi seems to be a good place.” With its unique charm and enchanting winter activities, it’s no wonder that Rovaniemi is on the bucket list of many travelers. And with its growing popularity, it’s only expected that mass tourism to Rovaniemi will continue to grow in 2025.
In conclusion, Rovaniemi truly is a winter wonderland that captivates the hearts of all who visit. Despite the concerns raised by some locals, the beauty of this snowy paradise and the warmth of the people who call it home cannot be ignored.
