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International Cultural Tourism Conference May 7th 2009, Pärnu

International Cultural Tourism Conference May 7th 2009, Pärnu Tuula Rintala-Gardin, director of tourism Rovaniemi. Rovaniemi sijaitsee Napapiirillä Barentsin alueen sydämessä. Eight seasons. Rovaniemi – the Capital of Lapland. Hometown of Santa Claus Commercial centre

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International Cultural Tourism Conference May 7th 2009, Pärnu

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  1. International Cultural Tourism Conference May 7th 2009, Pärnu Tuula Rintala-Gardin, director of tourism Rovaniemi

  2. Rovaniemi sijaitsee Napapiirillä Barentsin alueen sydämessä

  3. Eight seasons

  4. Rovaniemi – the Capital of Lapland • Hometown of Santa Claus • Commercial centre • Administrational, educational and cultural centre • Sports and wellness centre • Population 60 000 • Area 8000 km²

  5. Employment by different sectors

  6. Tourism ICT -services Creative industries Cold and winter technologies Speciality foodstuffs Growing industries

  7. About 400 000 visitors/year in Rovaniemi region up to 480 000 registered overnights in 2008, 2,3 million in Lapland foreign nationalities 40 % in Lapland, foreign nationalities 55 % in Rovaniemi After Helsinki, Rovaniemi is the second most international destination in Finland Tourism facts

  8. Legend of Santa Claus by Uncle Markus the modern appearance of Santa Claus designed by Haddon Sundblom for Coca-Cola in 1931 Santa Claus first time at the Arctic Circle in late 1970’s Niilo Tarvajärvi’s idea of Christmas Land In 1980’s Lapland was declared the Land of Santa Claus How Santa Claus ended up in Rovaniemi?

  9. Santa Claus Village on the Arctic Circle • 1st signpost of the Arctic Circle in 1930’s • Eleanor Roosevelt visited Rovaniemi in 1950; 1st building at the Arctic Circle • 1960’s cafeteria which was extended in 1970’s • 1985 opening of Santa Claus Village; Santa Claus Chamber • 1990 Santa Claus Main Post Office

  10. Santa Claus Village on the Arctic Circle • New building for Santa Claus in 1996 • Opening of Santa Park in 1998 • Christmas Exhibition in 2005 • Extension of Santa Claus’ Chamber in 2007

  11. covers an area of 7km² including the Official Airport of Santa Claus, Santa Claus Village, Santapark and Santa’s Technology Park + surrounding areas for different activities About 50 companies operating in the area with turnover about 20 m€ Future plans include accommodation and new activity services Christmas all year round; Santa can be visited every single day of the year Santa Claus receives up to 700 000 letters/year 400 000 visitors/year in Santa Claus Village Christmas triangle today and tomorrow

  12. Christmas tourism • The first British Airways’ Concorde landed at Rovaniemi airport in 1984 • in 2008 almost 550 international charter flights landed at various airports in Lapland • the number of Christmas tourists exceeded 120 000 during the period of six weeks in December and January

  13. Future challenges • global warming is affecting the Christmas tourism in Lapland • more snow than before but the snow comes later and melts earlier • investments in snow making devices and improving the trails and tracks for snowmobile, reindeer and husky-safaris • new innovative Christmas products

  14. Thank you for your attention! www.rovaniemi.fi

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