Every winter, the Finnish city of Rovaniemi in Lapland transforms into a festive wonderland, drawing tourists eager to experience the magic of Christmas.
Known as the official home of Santa Claus, the city offers a range of attractions that appeal to visitors from around the globe.
One of the main draws is Santa Claus Village, a winter-themed amusement park where tourists can meet Santa himself. Visitors can enjoy classic winter activities like reindeer sleigh rides, husky sledging, and the breathtaking snowy landscape.
These experiences have made Rovaniemi a bucket-list destination for many.
During the Christmas season, the village welcomes over 600,000 visitors each year. In 2023, the city recorded 1.2 million overnight visitors, reflecting a 30% increase compared to 2022. This boom in tourism has brought significant economic benefits to the region.
To accommodate the influx of tourists, 13 new flight routes were launched this year, connecting Rovaniemi to major cities such as Geneva, Berlin, and Bordeaux.
These new connections have made it easier for travellers to visit the city, further boosting its popularity.
However, only some are pleased with this tourism surge. Some locals have expressed concerns over the increasing number of apartments in the city centre being converted into short-term holiday rentals, which has reduced the availability of housing for long-term residents.
Critics argue that the rise of short-term rentals has driven up property prices, making it harder for locals to afford homes. They fear Rovaniemi’s city centre is becoming a “transient space for tourists” rather than a sustainable community for residents.
Finnish law prohibits professional accommodation services in buildings designated for residential use.
Despite this regulation, campaigners are urging authorities to enforce the law more strictly to curb the expansion of short-term rentals during peak tourist seasons.
The concerns in Rovaniemi mirror broader issues of over-tourism seen across Europe. In cities like Barcelona, Madrid, and the Canary Islands, residents have staged protests against overcrowding, disruptive visitors, and the negative impact of holiday rentals on housing costs.
Adding to the city’s challenges, unseasonably warm weather this winter has disrupted traditional winter activities. In late November, temperatures hovered around two °C, leading to rain instead of the usual blanket of snow. This has affected the city’s appeal as a winter destination.
The lack of snow forced holiday firm TUI to cancel several trips to Kuusamo on December 3 and 4. The weather conditions made it impossible for tourists to undertake planned winter excursions, such as sledging and other snow-based activities.
In response, travellers could rebook their trips or receive refunds. Other holiday firms have been closely monitoring weather conditions to avoid similar disruptions in the future. This unpredictability has raised concerns about the long-term impact of climate change on winter tourism.
The backlash against overtourism in Rovaniemi comes during a year of widespread protests across Europe. In Madrid, thousands marched in October to demand lower housing prices and tighter controls on holiday rentals through platforms like Airbnb.
Locals are unhappy with the number of tourists (Image: Getty)
In Barcelona, locals staged several demonstrations, including one where protestors armed with water pistols demanded that “tourists go home.” These actions reflect a growing frustration with the disruptive effects of over-tourism on local communities.
Despite these challenges, Rovaniemi remains a beloved Christmas destination for many. Balancing the benefits of tourism with the needs of residents will be key to ensuring the city’s long-term sustainability and maintaining its festive charm.
