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Rovaniemi, Finland
On a frigid December afternoon, throngs of tourists meandered through Santa Claus Village, a whimsical amusement park nestled at the Arctic Circle’s edge.
Here, visitors revel in the snow, indulge in reindeer sleigh rides, enjoy cocktails in an ice bar, and even have the chance to meet the iconic figure himself, Santa Claus. Rovaniemi, proudly claiming the title of the “official Hometown of Santa Claus,” is a heartwarming destination for many.
The Santa Claus Village draws in over 600,000 visitors each year, with a significant spike during the holiday season.
“This feels like a dream come true,” exclaimed Polish tourist Elzbieta Nazaruk, her excitement palpable as she took in the magical surroundings.
Tourism in Rovaniemi is flourishing, much to the delight of local hotel and restaurant owners, as well as city officials who recognize the economic boost it brings. However, the influx—often ten times the town’s population during the Christmas season—has sparked concerns among some residents.
“We’re worried about the rapid tourism growth,” cautioned 43-year-old photographer Antti Pakkanen, a member of a local housing network that organized a rally in September to voice these concerns.
Concerns about overtourism, a term used to describe the tipping point when the influx of visitors negatively impacts local communities, are reverberating beyond Rovaniemi, echoing through popular cities like Barcelona, Amsterdam, Malaga, and Florence.
Across Europe, locals are voicing their frustrations as tourism overwhelms infrastructure, degrades historic sites, and disrupts everyday life for residents.
It appears that this wave of tourism has now extended to the northern reaches of the continent, reaching Rovaniemi and its enchanting winter wonderland.
In 2023, Rovaniemi set a new record with 1.2 million overnight visitors, marking a nearly 30% surge from the previous year, as the destination rebounds from the pandemic-induced travel slump.
“Nordic travel is trending,” remarked Sanna Karkkainen, CEO of Visit Rovaniemi, as she surveyed the bustling ice restaurant where snow sculptors were hard at work.
“People are eager to visit cool countries to experience the snow, see the Northern Lights, and, of course, meet Santa Claus,” she added with a smile.
This year, Rovaniemi Airport welcomed thirteen new flight routes, ushering in travelers from cities like Geneva, Berlin, and Bordeaux. While many visitors hail from France, Germany, and the UK, Rovaniemi’s allure is capturing interest from farther afield.
As demand surges, hotel availability has become increasingly scarce this winter. Tiina Määttä, general manager of the Original Sokos Hotel, predicts that 2024 could bring even more visitors.
Critics of mass tourism are also raising alarm about the effect of short-term rentals on Rovaniemi’s housing market. Many city-center apartments are being repurposed for visitors, making them unavailable for permanent residents and driving up housing costs.
Finnish law restricts professional accommodation services in buildings meant for residential use, prompting advocates to call for stricter enforcement of these regulations.
“We need better enforcement of the rules,” urged Pakkanen.
Opinions vary widely on the issue. Mayor Ulla-Kirsikka Vainio noted that for some, short-term rentals represent a lucrative opportunity.
Regardless of differing viewpoints, it seems unlikely that new regulations will come into place before the end of the winter season. For now, as locals express their unease, tourism in Rovaniemi appears poised for continued growth into 2025. The enchanting allure of this northern enclave remains irresistible for travelers seeking a truly unique experience during the holidays.
“It’s Christmas time, and we would love to see the Northern Lights,” remarked Joy, a visitor from Bangkok. “Rovaniemi seems to be the perfect place.”