A question everyone asks me when we first meet is how I found my way in Lapland. I reply that it is a good question. Rovaniemi has a charming aura around it. Many people I know who have been here as exchange students or simply as tourists always come back and sometimes for good. I am just a live example of the charming power of Rovaniemi.
What is it that makes people return to Rovaniemi? The long, dark days which start from late October and finish at late March? The slippery pavements, the empty streets, or the laconic Finns? Well, my explanation is that Rovaniemi is an international, developing city with huge potential. Despite the harsh climatic conditions and the vast distances from urban centres, Rovaniemi’s people managed to turn all the negatives into positive selling points.
Twenty years ago hotels were closing at the wintertime. Now, four-star hotels, safari companies, restaurants and local handcraft businesses have great profits from the masses of international visitors who fly in flocks every Christmas season to visit Santa Claus’ hometown. Here is another success of Rovaniemi. Apart from the internal strength -‘sisu’ as Finns call it- to make a living, they are great business minds knowing well the rules of marketing and branding. If Rovaniemi didn’t have Santa Claus, they definitely had to invent him!
In terms of education, the University of Lapland and the University of Applied Sciences attract a great volume of international students from all over the globe by providing courses in English and an opportunity for young people to experience life up north. Sauna, riding a snowmobile, ice-fishing and tasting reindeer meat and fresh salmon. Hmm, that must be heaven! Well, not really but quite exotic.
On the other hand, some tourists are complaining that things are too commercialised -for instance 20 Euros for a picture with Santa- but generally Finland is an expensive country. However, it has other things to make it up. Last week that I was in Rovaniemi I realised how much I miss the beauty of the frozen rivers Kemijoki and Ounasjoki and their surrounding nature. Slowly I will make my way up here again. Shamans casted a spell on me again!
