How Visit Oulu Leveraged Community Engagement and DI Partnership to Become a Global Tourism Destination
Visit Oulu partnered with Destinations International (DI) to reimagine itself as a global destination through creative campaigns, local pride and sustainable tourism. This case study showcases how small cities can achieve big results with the right community strategy and partnerships.
Destination Profile
Destination Organization
Geographical Location
Oulu is located on the west coast of northern Finland.
Destination Population Size
210,000
Organization Budget Size
$500,000 USD
Destination Challenge
Oulu, the unofficial capital of Northern Finland, has long been a dynamic center for technology and nature, yet historically struggled with visibility on the international tourism stage. Locals and external audiences alike often perceived the city as lacking in attractions worthy of global attention. Visit Oulu faced the dual challenge of shifting local attitudes and establishing a compelling narrative for international audiences—despite the city’s modest size.
The Project
To transform perceptions from the inside out, Visit Oulu launched the Pelekääkkönää campaign—an ironic, satirical initiative that embraced the tagline, “There’s nothing to see here.” This message, humorously contradictory to Oulu’s actual offerings, was central to highlighting the city’s vibrant cultural events, hidden gems, and natural beauty.
Crucially, the campaign began with community engagement. Local residents were encouraged to become city ambassadors, reshaping their own view of Oulu and contributing to the city’s external image. The humor and creativity of the initiative captured attention and encouraged buy-in, making it both a marketing success and a cultural movement.
The Partnerships
In 2022, Visit Oulu deepened its strategy by joining Destinations International’s Pathfinders Programme, a peer network of European destination leaders collaborating to address shared challenges. Through this partnership, Visit Oulu gained access to international best practices, cutting-edge tools and a like-minded support system dedicated to advancing the global visibility of underrepresented destinations.
The partnership allowed Oulu to refine its long-term vision, align tourism development with global trends, and build the confidence needed to scale its efforts internationally. Yrjötapio Kivisaari, President and CEO of Visit Oulu, served as the city’s representative in the program, emphasizing collaboration and inspiration as key pillars of their transformation.
Results and Key Performance Indicators (KPIs)
The combined power of community engagement and DI partnership produced measurable success:
35% increase in international registered overnight stays (2024)
13% rise in accommodation sales for registered overnight stays
25% increase in non-registered overnight stays
Oulu now has one of the highest hotel occupancies in Finland
Additionally, Oulu earned the designation of European Capital of Culture for 2026, a testament to its growing international relevance. The city’s programming for Oulu2026 will celebrate cultural creativity—from yarn bombing to kinetic art—and prioritize inclusivity and safety for marginalized communities.
Visit Oulu also advanced its commitment to social impact:
It joined the International LGBTQ+ Travel Association (IGLTA) and the We Speak Gay network.
It secured the Sustainable Travel Finland (STF) destination certification from Visit Finland.
It participates in the WWF Green Office program to manage environmental sustainability and communicate transparently with eco-conscious visitors.
Lessons Learned
1.
Engaging the local community is a critical first step before external marketing can be effective.
2.
Partnering with established global networks provides both credibility and actionable frameworks for growth.
3.
Humor and authenticity resonate more deeply with both locals and international audiences than traditional campaigns.
Actionable Advice
Prioritize community sentiment early in destination branding initiatives.
Tap into international destination management networks for mentorship and benchmarking.
Develop a campaign narrative that aligns with your city’s true personality—even if it means breaking conventions.
Top Takeaway
Visit Oulu’s journey exemplifies how even small destinations can achieve global recognition through bold ideas, community-first campaigns, and strategic partnerships. By focusing on authenticity, sustainability, and inclusivity—and leveraging support from Destinations International—Oulu turned challenges into global opportunities.
As Yrjötapio Kivisaari concludes, “We hope our journey inspires other small destinations to see what’s possible with the right partnerships and clear vision.”
Click here to learn more about Destinations International European Membership.
Oulu, Finland
Oulu is located on the west coast of northern Finland.
65.013564861317, 25.590813678521
As the President & CEO of Visit Oulu, Oulu Business Events & Visit Northern Finland, Yrjötapio Kivisaari has dedicated his career to pioneering sustainable tourism, destination stewardship, and social inclusion. With years of leadership experience in Finland’s unique northern regions, Kivisaari inspires a global audience with insights into year-round tourism, sustainable growth, and community-driven travel. Whether you’re a business executive or local government official, Kivisaari invites you to explore how we can shape the future of tourism together.