Kuusamo – A Leading Municipality in Tourism Employment

The municipality-specific impacts of tourism revenue and employment have been assessed, and Kuusamo performed exceptionally well in the comparison.

Published August 17, 2023.

A new study provides comparable data on tourism revenue and employment impacts across Finland. According to the study, Kuusamo’s direct tourism income – that is, the turnover companies receive from visitors – amounted to more than 150 million euros in 2022. Tourism revenue is increasing throughout Finland, but the industry still lags behind pre‑pandemic levels. This is the first time such a comprehensive study has been conducted.

Tourism is one of Finland’s most significant industries, creating jobs and tax revenue across the country. Before the pandemic, tourism exports accounted for 5.4 percent of Finland’s total export income. Measuring the municipal-level impacts of tourism is challenging because detailed data on the movement and purchasing behavior of individual travelers is not available. For this reason, comparable research across destinations must be carried out using consistent methods and time cycles.

Finland’s Tourism Potential Remains Strong

Despite its increasing importance, tourism has long remained overshadowed by other major Finnish industries. This may be partly because most tourism businesses are small and operate across multiple sectors, making the overall impact harder to perceive. Nevertheless, tourism has experienced strong growth for years – excluding the pandemic period – and its growth potential remains significant. The new research results help highlight the true impact of the industry.

Tourism Revenue Has Already Risen Close to Pre‑Pandemic Levels

Finland’s leading tourism destinations collaborated to conduct an extensive research project. Among major destinations, only the regions in Lapland, Sotkamo, Kuopio, and Lappeenranta did not participate. In total, tourism revenue and employment impacts were calculated for 54 areas for the year 2022. The study was conducted by TAK Research, a center specializing in tourism analytics.

According to the study, Helsinki is Finland’s largest tourism destination by many measures. The capital city’s direct tourism revenue was 1.2 billion euros last year. However, among Finnish cities, Vantaa recorded the highest tourism revenue, largely due to Helsinki Airport, which accounted for nearly 90% of the city’s total tourism income. Helsinki’s revenue had not yet returned to its 2018 level in 2022, but recovery is strong despite the near absence of key target groups such as Russian, Chinese, and Japanese visitors.

After Helsinki and Vantaa, the largest tourism destinations measured by revenue are Tampere, Turku, Oulu, Jyväskylä, Espoo, and Kuusamo. When examining tourism revenue per capita, tourism’s share of total turnover, and direct employment, Kuusamo climbs to the top of the list.

Ruka–Kuusamo the Only Major Northern Destination Included in the Study

The research underscores that the employment impact of tourism is particularly significant for smaller municipalities.

“Tourism is a rapidly growing industry worldwide. In Kuusamo, both the city and local businesses have invested long-term in strong tourism development. Looking at the region’s vibrant business environment and versatile service offerings – and now also through this study – these investments have proven to be an excellent choice for Kuusamo,” says Jouko Manninen, Mayor of Kuusamo.

The employment impact of tourism, as well as its share of the entire local economy, is many times higher in Kuusamo than in other participating municipalities and cities.

“Tourism is a major part of Kuusamo’s economy. Our goal is to work closely with other industries to promote the well-being of the entire region,” says Mats Lindfors, CEO of Ruka-Kuusamo Tourism Association. “Kuusamo’s tourism revenue stands in a class of its own in the municipal comparison. Only Kuusamo and Vantaa exceed 9,000 euros of tourism revenue per resident per year – all other participating municipalities fall below 3,000 euros.”

Summary of the study (in Finnish)

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.