Oulu’s tourism year 2025 is off to a strong start, with February statistics highlighting the importance of international tourists. Overnight stays by inbound visitors from abroad increased significantly, and the highest growth rates were recorded with Germans, Danes and Swedes.
In February 2025, the number of nights spent at registered accommodation establishments in the city of Oulu totalled 44,800, which is 5% fewer than in the previous year. The decrease in overnight stays in Oulu is due to a reduction in capacity in Oulu following the renovation of the Lapland Hotel during the spring. Registered room capacity in Oulu was around 7% lower than in the same period last year. The statistics also show a weakened domestic demand for tourism at the moment.
However, the share of international tourists in overnight stays increased significantly – registered overnight stays by foreigners in Oulu rose by 29% to a total of 7,800 nights. The biggest increases in February were seen from Germany, Denmark, Sweden and China compared to the previous year.
– International tourism continues to be at the forefront of growth in Oulu. Our strategic investment in international visibility and attractiveness is now paying off, says Yrjötapio Kivisaari, CEO of Visit Oulu.
The length of stay also increased, with international tourists staying an average of 2.3 nights, which is significantly longer than domestic tourists (1.6 nights). This shows the attractiveness of the region for a deeper experience – Oulu is not just a transit destination.
Accommodation sales in Oulu in February were €4.2 million, up 5% year-on-year. The average room rate (ADR) rose to €131 and occupancy per room was up to 78% (+12 percentage points).
International interest apparent throughout the Oulu region
In February, a total of 89,300 overnight stays were registered in the Oulu region, of which 23,800 nights (+23%) were registered by foreigners. Although the total number of nights fell slightly (-1%), the number of international tourists continues to rise steadily.
The main growth markets were:
Germany: 5 200 nights
Denmark: 1 300 nights
France: 1 600 nights
Singapore: 650 nights
– The increasing share of international visitors in the Oulu region creates opportunities for tourism businesses and brings much-needed vitality to the region beyond the seasonal boundaries, says Kivisaari.
Occupancy and average prices in the region were also on the rise. Registered accommodation sales rose to €6.5 million (+5%), with foreign visitors staying 2.2 nights compared to an average of 1.7 nights for domestic visitors.
Oulu in tourism year 2025 – positive momentum continues
Statistics from the first two months show that Oulu and its region are becoming increasingly strong international tourist destinations. The share of inbound tourists is clearly increasing and their stay in the region is getting longer.
Capacity changes are still expected in the first half of the year, due to the renovation of Lapland Hotels Oulu, among other things. On the other hand, major summer events such as the Kuninkuusravit horse races and the Housing Fair will attract domestic tourists and support a balanced demand.
A strong start to the year in tourism creates excellent conditions for continued growth throughout the year.