Rovaniemi, Finland – a magical winter wonderland nestled on the edge of the Arctic Circle. As the capital of Finnish Lapland, this charming city proudly boasts itself as the official hometown of Santa Claus. And during the holiday season, it becomes a bustling hub of activity as tourists from all over the world flock to experience the magic of Christmas in this snowy paradise.
One of the main attractions in Rovaniemi is the Santa Claus Village, a winter-themed amusement park that draws in over 600,000 visitors annually. Here, visitors can frolic in the snow, take a reindeer sleigh ride, sip cocktails in an ice bar, and even meet the jolly old man himself – Santa Claus. For many, visiting this village is like a dream come true, and the excitement is palpable in the air.
But it’s not just the Santa Claus Village that makes Rovaniemi a popular tourist destination. The city itself is a charming blend of modernity and tradition, with its picturesque landscapes, cozy cafes, and friendly locals. And as tourism continues to boom in Rovaniemi, it brings in a significant amount of revenue for the town’s hotel and restaurant owners, as well as city officials.
However, with the influx of visitors, there are concerns about the impact of mass tourism on the city. Some locals worry that it has grown too rapidly and is no longer under control. This sentiment is not unique to Rovaniemi, as many other popular European travel destinations have also faced similar issues. The term “over-tourism” has been used to describe the tipping point at which visitors and their cash stop benefiting residents and instead cause harm by overwhelming infrastructure and degrading historic sites.
Despite these concerns, Rovaniemi continues to attract more and more tourists each year. In 2023, the city recorded a record-breaking 1.2 million overnight visitors, a 30% increase from the previous year. And with the rebound from pandemic travel disruptions, this number is expected to grow even more in the coming years.
One of the main reasons for Rovaniemi’s popularity is its unique location. As a Nordic country, it offers a trendier travel experience, with visitors wanting to see the snow, the Northern Lights, and of course, Santa Claus. This year, the city has opened thirteen new flight routes, bringing in tourists from all over Europe and beyond. And with limited hotel availability this winter, it’s clear that Rovaniemi’s appeal has spread far and wide.
However, the rise in tourism has also brought about some challenges for the city. One of the main concerns is the shortage of available housing for long-term residents. Many apartment buildings in the city center are now being used for short-term rentals, making it difficult for locals to find affordable housing. This has also led to an increase in prices, making it harder for long-term residents to live in the city center. As a result, some are calling for stricter regulations to be put in place to protect the interests of the local community.
Despite these challenges, Rovaniemi remains a popular destination for tourists, especially during the holiday season. And with the unique atmosphere and experiences it offers, it’s not hard to see why. The city’s mayor, Ulla-Kirsikka Vainio, acknowledges that some may be making good money from short-term rentals, but also recognizes the need for balance and ensuring the well-being of the local community.
As we approach the winter season, Rovaniemi is gearing up for another record-breaking year in terms of tourism. And while there may be some unease among locals, the city’s charm and magic continue to draw in visitors from all over the world. As one visitor from Bangkok, Joy, puts it, “It’s Christmas time, and we would love to see the Northern Lights. Rovaniemi seems to be the perfect place for that.” And we couldn’t agree more. So, come and experience the magic of Rovaniemi for yourself – a winter paradise like no other.
