Tourism rebounds in Oulu, Northern Ostrobothnia, with significant growth in overnight stays

Tourism in Northern Ostrobothnia performed well in June, according to Statistics Finland, with the number of overnight stays reaching over 186,400—its best figures in a decade. Oulu’s tourism industry is particularly satisfied with the early summer season, noting a resurgence of interest from Norwegian visitors, who doubled their overnight stays to approximately 1,300.

While these figures are not on par with those from the early 2000s, when Oulu attracted large numbers of Norwegian tourists seeking its sandy beaches, recent data indicates promising trends. “Traveling from Norway to Oulu is quite easy, as it’s just a short drive away,” remarked Martta Tervonen, Head of Content and Communication for Oulu Tourism.

International visitors stayed 45% more in June compared to the previous year, totaling around 11,900 overnight stays. Targeted marketing campaigns in Norway, Sweden, and Germany have contributed to this growth. In June, German tourists accounted for the highest number of stays in Oulu, with about 2,800, followed by Swedish visitors at approximately 1,500.

Upcoming large events are expected to further boost tourism. Tervonen noted that flights from Oulu to Munich, Germany, have increased visitor numbers. Oulu and its surrounding municipalities have also invested in visibility at international tourism events and have hosted tour operators and media to showcase the area. The region has gained media attention in countries such as Italy, Germany, and Spain.

Looking ahead, tourism in Oulu and its surroundings is anticipated to grow further. The city will host the Housing Fair and the annual equestrian event Kuninkuusravit in 2025, and in 2026, Oulu will be a European Capital of Culture. Tervonen expressed hope that the benefits of this recognition would extend well beyond 2026, influencing tourism and the city for years to come. Additionally, new experiential leisure opportunities have already been developed for visitors to Oulu and the surrounding areas.