Events

During the morning, we dive deep into the secrets of building an urban and tourist brand, highlighting the importance of originality and personality. How can we engage local people in marketing and create lasting impact through rich cultural and event offerings?

In the afternoon, we will focus on our region's year-round strengths and what low-season travelers expect. We also discuss topical themes, such as cycling tourism and the accessibility of the area.

8.00 Morning coffee and registration

9.00 Opening of the event
Tiina Rajala, Development Director, Regional Assembly of Oulu Region

9.10 Keynote: Talk about branding
Juuso Kemi, Creative Director, Advertising agency Staart

9.40 Heritage and impact of the European Capital of Culture year, European experiences
Gabriella Hed Vall, CEO, Visit Umeå
Samu Forsblom, Programme Director, Oulu Cultural Foundation sr

10.00 Keynote: Hometown Heroes – Transforming Tourism from within
Bastian Hiller, CEO, Teejit

10.45 Break

11.15 With the power of culture to grow: Oulu2026 accelerating the future
Moderator: Yrjötapio Kivisaari, CEO, Oulu Tourism Ltd
Panellists:

Janne-Juhani Haarma, CEO, Ruka-Kuusamo Tourism Association
Juuso Kemi, Creative Director, Advertising agency Staart Oy
Mikko Salmi, Head of Communications, Events and Marketing, City of Oulu
Rita Porkka, Managing Director, Naturest Oy
Ulla Pirkola, Communications Coordinator, Oulu Cultural Foundation sr
12.30 Lunch (in-house)

13.45 Travel as part of an experience

By air: Lufthansa Group, Markus Issakainen, Account Manager
On the ground: VR Group, Antti Karjalainen, Senior Vice President, Sales and Marketing, VR Long-distance Transport
14.15 Keynote: International low season travellers as a growing opportunity
Ged Brown, Founder & CEO, Low Season Traveller

15.00 Development of the year-round nature in different tourist destinations in the region

Kalajoki Tourism Association: Hanna Saari
Ruka-Kuusamo Tourism Association: Janne-Juhani Haarma
Syöte Tourism Association: Veinalotta Terentjeff

15.30 Cycling tourism business
Heli Laukkanen, Coordinator, Bike Travel Centre

15.45 Closing remarks and summary of the event
Yrjötapio Kivisaari, CEO, Oulu Tourism Ltd

16.00 End of the event