At the end of October, the City of Rovaniemi's Arctic Sport & Wellbeing Hub project brought together businesses and stakeholders to explore opportunities for developing Rovaniemi's identity during the snow-free season and creating innovative tourism services. The collaboration includes key partners such as the University of Lapland, Lapland University of Applied Sciences, Lapland Sports Institute Santasport, and the Natural Resources Institute Finland.
Workshop participants highlighted that sustainable tourism services should reflect the northern lifestyle, characterized by harmony with nature and its seasons. While some high-quality services for small groups are already available in spring, summer, and autumn, the group identified a need for stronger collaboration and more partners to further expand offerings. Together, participants worked on crafting a narrative for the snow-free season, aiming to view opportunities through the lens of customer experiences.
Antti Lassila, Director of Education and Welfare Services for the City of Rovaniemi, reinforced the city’s commitment to close cooperation with companies and partners. He expressed a vision for Rovaniemi as an innovation hub for sports, leisure, wellness, tourism, and technology. “We have excellent natural conditions, performance venues, and test laboratories to offer sustainable products and services to residents and tourists year-round,” Lassila said, encouraging businesses to join efforts in building an innovation hub that attracts international expertise and investment.
Antti Syväjärvi, Rector of the University of Lapland, emphasized the hub's strategic importance for the region. “The innovation hub advances several strategic goals of regional higher education institutions. It connects the research, development, and innovation services of the University of Lapland and Lapland University of Applied Sciences with businesses, enhancing the vitality and well-being of Northern Finland. It also serves as a platform for applying research and educational expertise and identifying the needs of companies and society to develop new competencies.”
Entrepreneurs at the workshop expressed a strong desire for greater collaboration with both businesses and public actors. Suvi Männikkö, owner of Laenlampi Farm, highlighted the growing demand for developing nature tourism routes. “Many Finnish and international families have joined our horseback riding tours and been captivated by the stunning landscapes of the white night. Nature tourism should expand to safe and authorized routes, and we’re collecting information in partnership with the Natural Resources Institute Finland (LUKE) and local businesses.”
Bicycle tourism pioneer Johannes Perkkiö of Roll Outdoors also underscored the significance of route development, citing new cycling paths in Pajakylä and Ounasvaara as excellent examples of how the city can support cycling services for both tourists and locals. “However, creating cohesive service packages across multiple businesses requires a new mindset, specialized skills, and time resources from us entrepreneurs,” he noted.
Eero Hietanen, Head of the Training Center at the Lapland Sports Institute Santasport, emphasized the benefits of collaboration and pointed to the new roller skiing track as a valuable addition for snow-free training. “The imporovements at the ski stadium area will offer new recreational opportunities for city residents and enable future sports events,” Hietanen added.
The workshop marked a significant step forward in fostering cooperation and innovation, laying the groundwork for sustainable tourism development that showcases Rovaniemi’s unique northern lifestyle.