Nestled on the Arctic Circle, Rovaniemi has transformed into a winter wonderland that draws tourists from across the globe. Located in Finland, Rovaniemi is the capital of Lapland and is known to be Santa’s village. The Santa Claus Village, a magical theme park, has become the epicentre of Finland’s most festive destination. It attracts more than 600,000 visitors annually with its enchanting blend of Christmas spirit and Nordic allure. However, it seems that this increasing popularity has come at an expense that the locals are not very merry about.
Rovaniemi, Santa’s Village In Finland, Struggles With Overtourism
A number of tourists get to live out childhood dreams, frolicking in the snow, taking reindeer sleigh rides, and meeting the man himself – Santa Claus. The town has positioned itself as the “official hometown of Santa Claus”, a marketing strategy that has paid remarkable dividends.
In 2023, Rovaniemi saw a staggering 1.2 million overnight visitors — a nearly 30 per cent increase from the previous year. However, beneath the festive veneer lies growing tension. Local residents are increasingly concerned about the exponential growth of tourism.
Antti Pakkanen, a local photographer cited in an article by SCMP, has been vocal about the challenges, organising rallies to highlight the community’s mounting pressures. The influx of tourists is transforming Rovaniemi’s urban landscape.
Mayor Ulla-Kirsikka Vainio acknowledges the economic benefits, noting that many residents are profiting from short-term rentals. Yet, the community remains divided about the sustainable future of tourism in this Arctic paradise.
Population Increases By Ten Times During Christmas
During peak season, which is around Christmas, the population of Rovaniemi increases by ten times. The tourism boom has created significant housing challenges. Many residential apartment buildings in the city centre have been converted into short-term accommodation.
This, in turn, is driving up property prices and displacing long-term residents. Despite Finnish regulations prohibiting professional accommodation services in residential buildings, enforcement remains inconsistent.
Visit Rovaniemi’s chief executive, Sanna Karkkainen, sees the situation differently, emphasising the region’s growing appeal. 13 new flight routes have opened up, connecting Rovaniemi to major European cities and bringing visitors from Switzerland, Germany, France, and beyond. The destination’s unique offerings — snow, Northern Lights, and the quintessential Christmas experience—continue to draw international tourists.
As 2024 approaches, Rovaniemi stands at a crossroads. The town must balance its economic opportunities with preserving its local character, navigating the delicate line between welcoming visitors and maintaining the quality of life for its residents.
Also Read: From Snowy Peaks To Sandy Shores, 8 Top Winter Honeymoon Destinations In The World For Every Couple!
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Cover Image Credits: Canva Pro Images
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