To unprecedented situations, somewhat desperate measures. In recent years we are seeing a large number of cases where nations try to put a stop to spaces that are “unbreathable” by the masses. For example, in a small enclave in Japan with privileged views of Fuji, hordes of tourists began to arrive. Solution: build a barrier that would cover the iconic image. In Italy, for example, taxes of all kinds have been invented. However, Finland in winter seemed like a private preserve for crowds. Until now.

Santa Claus’s town. The Santa Claus themed village in Rovaniemi, Finland, has recently become a tourist magnet that no one saw coming, one that attracts more than 600,000 visitors annuallyespecially, of course, during the Christmas season. Tourists come to enjoy activities such as reindeer sleigh rides, cocktails at ice bars and encounters with Santa Claus, generating significant income for hotels, restaurants and local businesses.

This tourism boom, fueled by new air routes and the growing popularity of the Arctic as a winter destination, has led Rovaniemi residents to record a record of no less than 1.2 million overnight stays in 202330% more than in 2022. The problem is that not everyone is happy with these numbers.

The “but” of mass tourism. However, this tourism economic boom has brought significant challenges. Local residents, such as photographer Antti Pakkanen told the mediahave expressed their concern about the impact of overtourismthe same one that has transformed the city center into an unbreathable transitory space for tourists. During the high season, the influx of visitors exceeds ten times the population of the citysaturating the infrastructure and the urban center.

Not only that. Apparently, a well-known phenomenon is occurring where these overcrowdings occur: the proliferation of short-term rentals at Christmas, holiday rentals, have displaced permanent residents, increased prices and reduced the availability of housing. Furthermore, and although Finnish law prohibits professional accommodation services in residential buildings, locals criticize the lack of control in its application and free will. Again, a phenomenon that is repeated in so many other places.

Division of opinions. The situation has generated a debate in the community. While some are calling for stricter regulations to protect residents and preserve Rovaniemi’s local character, others, like Mayor Ulla-Kirsikka Vainio, highlight the economic benefits of tourism. There is no doubt that the proliferation of short-term rentals represents an important source of income for many owners, making it difficult to implement restrictive measures without generating resistance.

For its part, Tiina Maatta, manager of the Original Sokos hotelpredicts that 2024 will be another record year for tourism in the city, with demand continuing to outstrip accommodation supply. This suggests that, in the short term, the regulations necessary to balance mass tourism and residents’ needs do not look ready, leaving the local community facing the same stresses for seasons to come.

The duality of tourism. Be that as it may, and despite local criticism, Santa Claus’s village continues to be a dream destination for visitors. In addition to the “magic” of Christmas, the opportunity to see the northern lights or the unique atmosphere of the Arctic are attractions that are difficult to resist for travelers like Joy, a tourist from Bangkok who describes Rovaniemi as the perfect place to live an unforgettable Christmas experience. The rise in tourism also reflects global interest in Nordic cultures and authentic winter experiences.

In short, the Finns (and the climatic characteristics of the nation) surely never thought that they would have the problems that cities like Barcelona or Florence suffer from, but having “Santa Claus’s town” seems too greedy for such a “global” industry. . If you will also, the particularity of Rovaniemi is another emblematic case where tourism seems to revitalize a more isolated local economy while exacerbating social and environmental tensions.

Image | Henna K.

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