29.01.2026
The Capital of Culture year makes the whole of Northern Ostrobothnia visible
For us, 2026 is more than one programming year – it is a showcase for the whole province to the world. Oulu2026 offers Northern Ostrobothnia visibility that cannot be bought with money, and its effects extend far beyond the cultural field. We have already seen how international travel media stories put our region on the map in a completely new way. Many journalists and tour operators acknowledge that they would not have come here without the upcoming European Capital of Culture year.
Oulu2026 makes what is everyday life for us something of international interest: Northern nature, distinctive culture, a bold way of doing things and the diverse offerings of the region. And most importantly, it makes the whole region visible, not just the city of Oulu. This is a shared opportunity from Pielavesi to Ranua, from Kuhmo to Hailuoto and all the municipalities involved in Northern Ostrobothnia.
Experience with other Capitals of Culture shows that tourism typically grows steeply during the year of culture. Our special feature is that visitors are most likely to come from nearby areas: Sweden, Norway – and most certainly their own province. That's why 2026 is also our local journey. It gives residents the opportunity to see their home region and its cultural offering in a new way, with pride and curiosity.
The number of foreign tourists will only increase if companies seize the opportunity now. We need internationally competitive travel products that can be easily found on OTA channels. Without this, there is a risk that the Year of Culture will be a missed opportunity. It has been seen that many Capitals of Culture do not wake up until mid-year – but we cannot afford to wait. This opportunity will not come again.
I hope that the companies in the region will boldly build new experiences aimed at international tourists, with which we invite our guests to stay longer and come back again. The growth of tourism throughout the year comes mainly from the international market, and therefore the Year of Culture serves as a gateway to permanent change, not just a momentary spike.
Northern Ostrobothnia is full of stories and authors that deserve to be seen. Let's make 2026 a year when we are not just presenting our region to the world – but when the world is permanently interested in us. This is our common stage, and it can make the province a new international tourist destination.
Y.T. Anderson
Managing Director
Visit Northern Finland
Visit Oulu
(The column was previously published on January 28, 2026. the Regional Council of Northern Ostrobothnia.)
