New survey: Kuusamo residents love tourism

Residents of Kuusamo have a highly positive attitude towards tourism and see it as playing an important role in the town’s future. According to a recent local community survey of 240 respondents, as many as 94% consider tourism an important part of Kuusamo’s vitality, while 86% are generally satisfied with tourism in Kuusamo. There is also strong confidence in the opportunities for growth: a total of 86% would like visitor numbers to increase by 2035, either significantly or moderately and in a controlled manner.

The survey results are extremely encouraging for the tourism industry. Strong local support provides a foundation for the sustainable growth of tourism and for the long-term work that businesses in the region carry out from one generation to the next. We would like to thank the City of Kuusamo for its determined investment in tourism development. These positive results are underpinned by close cooperation among stakeholders across the entire region, says Janne-Juhani Haarma, CEO of Ruka-Kuusamo Tourism Association.

The importance of tourism extends broadly into the everyday lives of Kuusamo residents. Of the respondents, 93% believe tourism strengthens or maintains employment opportunities, while 88% say it improves local residents’ quality of life. The benefits are also visible beyond the tourism sector: tourism brings customers to retailers, creates jobs in construction, transport and services, and strengthens international connections throughout the region.

“Tourism can make it possible to stay in your home region”

Leena Hiltunen moved to Kuusamo with her family during the COVID-19 pandemic. Her spouse, Aleksi Heikkala, is a native of Kuusamo and an entrepreneur in the construction and accommodation sectors. Hiltunen established a cleaning business which, thanks to tourism, quickly began to grow and made it possible for the family to remain in Kuusamo.

Kuusamo has everything a family with children needs for a good life. There is a daycare centre with nature-oriented activities and a nearby school with fewer than 300 pupils. Recreational opportunities begin right outside our front door. We love living here surrounded by nature, where we can simply let the children out to play. It is safe, and there is plenty of space around us. Through our children’s hobbies, we have also found a wonderful community around us. Kuusamo has an overall positive attitude and a real can-do spirit, Hiltunen says.

The benefits of tourism are widely recognised in Kuusamo. Of the respondents, 39% say their household receives income from tourism, either directly or indirectly. Tourism is therefore much more than a collection of individual businesses: it is an integral part of Kuusamo’s identity.

Leena Hiltunen serves on the board of the local entrepreneurs’ association in Kuusamo, which has made a vitality pledge to work together with the city to keep Kuusamo thriving.

I feel that entrepreneurs are valued in Kuusamo. Without cleaning services, tourists would not be able to arrive at a clean bed and a freshly cleaned cottage. Thanks to year-round tourism, we can offer work to more and more people, and skilled employees are able to remain in Kuusamo.

Tourism can enable young local people to stay in their home region when work is available close to home. They can confidently build their lives here. Without tourism, many people in our immediate circle would undoubtedly have to consider moving elsewhere, because for so many of them, their livelihood is connected to tourism in one way or another, Hiltunen reflects.

Nearly €100 million in tourism investments

Kuusamo’s population declined by 5.7% between 2015 and 2025, significantly less than in places such as Kemijärvi or Kemi. Tourism is one of the key factors sustaining the region’s vitality, jobs and services. Kuusamo has around 15,000 permanent residents, but its 7,500 holiday homes, their part-time residents and tourists can bring the number of people in the area to more than 23,000 at peak times.

Tourism is an extremely important part of Kuusamo’s vitality and its positive outlook for the future. The city invests in tourism infrastructure, the maintenance of trails and routes, and support for events. These investments have contributed to the nearly €100 million in tourism investments currently under way. Kuusamo will continue to offer attractive jobs in the tourism sector in the future, says Jouko Manninen, Mayor of Kuusamo.

Tourism and the large number of holiday-home residents also have a tangible impact on local people’s everyday lives by supporting a diverse range of services. Hardware stores and grocery shops offer extensive selections, Kuusamo and Ruka have a comprehensive restaurant scene, and a variety of events also add colour to local life.

At the end of November, Ruka Nordic brings the stars of cross-country skiing, Nordic combined and ski jumping to compete at Ruka Ski Stadium. In early December, Ruka hosts a Moguls World Cup event, while the winter season culminates in April with the MoonPay X Games League championship. In January, the Polar Night Light Festival brightens the dark winter and attracts international visitors to Ruka.

International tourism has grown strongly in Kuusamo in recent years, and its share is already approaching the levels seen in Lapland. The growing number of international visitors strengthens the diversity of tourism and supports year-round activity. This development makes full-time, year-round jobs possible. Our local businesses are also strongly committed to the principles of sustainable tourism, Manninen says.

Survey Methodology

The survey was conducted in September 2026 and received responses from 240 people. Of the respondents, 66% were permanent residents, 30% were holiday-home residents and the remainder represented other respondent groups. A total of 77% had more than ten years of experience of Kuusamo, either as permanent residents or holiday-home residents.

The survey forms part of a study on managing the growth of tourism in Kuusamo. The study will also result in a roadmap extending to 2035 and is due to be completed in early 2027. The study was commissioned by Naturpolis Oy and the City of Kuusamo. FCG Oy is responsible for carrying out both the study and the local community survey. The survey is part of Naturpolis’ Excelling North – Year-Round Attraction project.