Ruka-Kuusamo Tourist Association has actively measured customer satisfaction, carbon footprint, and areas of interest among travelers visiting between June and September. A total of 2,300 travelers responded to the survey. The results show that visitors were highly satisfied with Ruka-Kuusamo’s summer offerings: 91% of respondents were very satisfied with the destination, and 81.5% would recommend the area to friends.
Customer Satisfaction Among Visitors During Summer and Autumn Months in Ruka–Kuusamo Reaches Record Levels
Research Shows Ruka-Kuusamo’s Summer Offerings Exceed Customer Expectations
For comparison, Wille Markkanen, CEO of Salmi Platform Oy, a travel analytics service, commented: "Based on measurements, the national average recommendation score (NPS) for travel destinations is 59.7. Summer visitors to Ruka–Kuusamo are clearly more satisfied than elsewhere in Finland, as Ruka-Kuusamo’s NPS is 80. In addition, 94.5% of travelers said they want to return, which indicates that Ruka-Kuusamo’s summer offerings have met customer expectations.”
In open feedback, Ruka–Kuusamo received abundant praise for its beautiful natural scenery, friendly service, hiking and cycling trails, and the diversity of activities. Development suggestions mainly concerned extending restaurant and café opening hours during summer, improving trail signage, and strengthening wellness services—such as adding more spa options.
The survey also included a raffle for an accommodation gift card at SKI INN lodging, which was won by Rauno Pätsi from Rovaniemi, a long-time Ruka visitor. Pätsi shared his holiday experiences: “Ruka has been part of my life since childhood—I have many memories of summers in Ruka and Kuusamo, the first being old-time Midsummer celebrations at Juhannuskallio arriving by mail truck, and the thrill of the summer sled track when the kids were little. Kuusamo’s nature is uniquely beautiful and enchanting in our country, with its fells, forests, and lakes. Our family has hiked across Ruka’s various trails in summer, getting to know places like ‘Pirun kirkko,’ Valtavaara, Konttainen, and of course the Karhunkierros trail. It’s been a joy to follow Ruka’s development up close, and its unique nature, hiking routes, and family-friendly activities have made it a beloved holiday destination for us.”
Profiling Based on Travel Motives – Nature Activity Travelers as Ruka–Kuusamo’s Strength
A holiday is always based on the reason for travel—the motive. Therefore, Ruka–Kuusamo’s traveler profiling was based on travel motives, which helped identify the most effective and responsible target groups for the area.
A total of 28 motives were studied, and based on preliminary review, four groups were analyzed in detail: nature, nature activities, fun and relaxation, and sports and exercise. Of these, nature activities proved to be the most effective traveler profile for Ruka–Kuusamo. Travelers in this group spend the most per day and generate high economic benefit relative to the trip’s carbon footprint. An overnight nature activity traveler seeks active experiences and activities in the heart of nature. They spend an average of €116 per day in the area, compared to €73 per day for all overnight travelers.
Ruka-Kuusamo Tourist Association is delighted with the survey results. The region has invested heavily in strengthening and diversifying its snow-free season offerings throughout the 2020s. The recent domestic marketing concept “National Amusement Park” has inspired Finnish families to discover northern nature adventures, and Ruka Ski Resorst's summer 2025 novelty, Ruka Coaster, Finland’s first mountain roller coaster, charmed visitors with its scenery and thrilling speed during summer and autumn. For more athletic nature lovers, gravel cycling routes have been developed as part of Naturpolis Oy’s development project, and Kuusamo’s peaceful village roads have found a new fan base among active cyclists. The area’s summer offerings have also been enriched by Holiday Club Kuusamo Tropiikki’s scenic golf course, complete with freely roaming reindeer.
“Ruka–Kuusamo’s summer tourism strength lies in the combination of vibrant nature tourism, experiential services, and responsible practices. It’s encouraging to see that travelers who enjoy nature and respect its values are our most important customer group,” says Janne-Juhani Haarma, CEO of Ruka–Kuusamo Tourist Association.
Further information:
Tessa Suopanki, Marketing Manager, Ruka-Kuusamo Tourist Association, tessa.suopanki@rukakuusamo.fi, tel. +358 41 3115239
Ruka-Kuusamo’s International Tourism Development Receives Project Funding
The Ruka-Kuusamo region is currently implementing the project Rethinking North – Year-Round Tourism as a Key to Success, which aims to increase international awareness and tourism demand in the area, particularly during the snow-free seasons. The project focuses on developing sustainable and responsible tourism, improving accessibility, and creating new products tailored to international target groups.
