In a recent discussion on tourism in Lapland, the Federation of Lapland emphasized the importance of transparency when engaging with visitors. This call for truthfulness, however, was met with a different perspective by Esko Suorsa, chairman of the Lapland tourism association.
Suorsa maintains that Tui’s marketing efforts are not detrimental. He sees the potential benefits of attracting tourists not only to the heart of Lapland but also to its neighboring counties. “As long as it doesn’t spill over into the Helsinki region,” he quipped, lightening the mood with a laugh.
This nuanced conversation reflects the complex dynamics of promoting tourism while safeguarding regional interests, highlighting the delicate balance that local leaders must navigate in the ever-evolving landscape of travel.