Published on February 23, 2026
Finland’s allure continues to shine brightly within TUI’s expansive global network, serving as both a vibrant outbound market and a sought-after holiday destination. Among its crowning jewels, Lapland stands out as a winter wonderland, captivating travelers in search of Arctic landscapes, serene snow-covered forests, and thrilling seasonal adventures. This winter alone, TUI is set to transport over 60,000 holidaymakers to the enchanting northern reaches of Finland, with a significant number arriving from the United Kingdom, the Netherlands, and Belgium.
This consistent surge in winter tourism is emblematic of a broader transformation in traveler preferences. More and more, visitors are gravitating toward immersive cold-weather experiences instead of the traditional sun-and-sand retreats. Lapland’s unique combination of majestic nature, rich culture, and exhilarating outdoor activities solidifies its reputation as a premier winter destination across Europe. TUI’s direct flight connections have made these remote northern towns more accessible, fueling both tourism growth and regional development.
Reflecting this solid commitment to the region, TUI has recently added another Boeing 737-8 to its fleet, aptly named “Kuusamo,” marking the fourth aircraft to carry the name of a town in Lapland. The previous aircraft were christened “Kittilä” in 2018, “Rovaniemi” in 2022, and “Ivalo” in 2024. This naming tradition highlights the fruitful partnership between the airline and Northern Finland’s tourism sector.
The official naming ceremony unfolded at Kuusamo Airport on a crisp winter Sunday, perfectly set against the backdrop of radiant snow and Arctic light. Esteemed members from the local tourism community—hotel operators, excursion providers, regional tourism officials, and airport representatives—gathered to celebrate the collaborative efforts that have transformed Kuusamo into a recognized winter hotspot.
As the new Boeing 737-8 touched down on the glistening white landscape, it was met with excitement and anticipation. This latest addition not only signifies heightened capacity but also represents a long-term investment in the region. By branding aircraft with destination names, TUI elevates the visibility of these remote towns in key European markets, enhancing their allure among travelers planning winter getaways.
After the ceremony, the aircraft took off with passengers returning home, many carrying cherished memories shaped by quintessential Lapland experiences. From dog sledging through tranquil forests to snowmobile safaris across frozen landscapes, these encounters with reindeer in their natural habitats have become central to the attraction of the region, offering visitors genuine glimpses into life in the far north.
Kuusamo, in particular, has cultivated a strong reputation for merging wilderness adventure with welcoming hospitality. The neighboring Ruka ski area beckons winter sports enthusiasts, while guided nature tours reveal the beauty of pristine national parks and icy river landscapes. As demand rises, the town’s infrastructure has evolved, expanding accommodations, dining options, and various activity services.
TUI’s expanded operations are poised to further invigorate the local economy. An increase in flight frequency promises to bolster hotels, tour operators, and small businesses reliant on seasonal tourism. For many communities in Northern Finland, winter travel is a vital economic pillar, and reliable air connections from major European cities help ensure Lapland remains competitive in a widening array of cold-climate options.
In addition, sustainability is now a fundamental aspect of the region’s tourism strategy. The newer Boeing 737-8s are designed for improved fuel efficiency and reduced emissions compared to older models. As travelers grow increasingly environmentally conscious, both airlines and destinations face mounting pressure to align growth with responsible operational practices. Northern Finland prioritizes the preservation of its delicate Arctic ecosystems while inviting admiration from visitors.
The symbolic naming of aircraft after Lapland destinations transcends mere branding. It embodies a partnership nurtured over years of collaboration between local authorities, tourism stakeholders, and the airline industry. By synchronizing flight capacity with destination marketing, both parties strengthen their foothold in the competitive European winter travel scene.
With over 60,000 holidaymakers anticipated this season, Lapland’s stature as a winter tourism leader appears steadfast. Towns like Kuusamo are gaining widespread international recognition, buoyed by dependable air links and strategic promotion. As travelers seek authentic seasonal experiences—from thrilling adventures to serene Arctic moments—Northern Finland remains firmly on the global map.
The arrival of the newly named aircraft encapsulates confidence in sustained demand and the enduring charm of the far north. For TUI and Lapland, this partnership is ever-evolving, ushering thousands of visitors each winter into landscapes defined by snow, tranquility, and unforgettable Arctic memories.
“TUI is an essential travel operator for Kuusamo. Last year, we saw overnight stays by international visitors soar by 14.2 percent, with TUI guests making up 70 percent of all overnight accommodations in December. Having an aircraft named after Kuusamo is a true honor,” remarked Jouko Manninen, Mayor of Kuusamo.
“TUI occupies a significant role in Finnish tourism, and it’s exhilarating to witness the growing popularity of travel to Kuusamo’s breathtaking landscapes. We extend a warm welcome to all TUI guests at Kuusamo and Kuusamo Airport,” added Petri Vuori, SVP, Route Development, Finavia.
“Our local partnerships are taking to the skies. Each new aircraft will carry names of our partner destinations, further embedding the spirit of these regions within our fleet,” said Aage Dünhaupt, Director of Communications for Holiday Experiences & Airline, TUI.
“This winter season has broken records, with a large portion of travelers arriving in Kuusamo via TUI flights. The aircraft named Kuusamo will undoubtedly continue to evoke wonderful memories for passengers,” noted Sari Päivärinta, Manager of Kuusamo Airport.