Tourists visit the Santa Claus Village during a rainy day, on November 16, 2024, near Rovaniemi, Finnish Lapland. With a month to go until Christmas, Santa Claus is busy preparing, but the warming climate and lack of snow in his Arctic hometown have him worried. By this time of year, the town of Rovaniemi in Finnish Lapland — marketed by tourism officials since the 1980s as the “real” home of Santa Claus — should be white and pretty. LEHTIKUVA / AFP
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The Christmas magic of Finnish Lapland’s Santa Claus Village is facing a less festive reality as overtourism concerns grow in Rovaniemi. The town, known as the “official hometown of Santa Claus,” is drawing record numbers of visitors, sparking frustration among residents over housing, infrastructure, and quality of life.
Santa Claus Village, situated just north of the Arctic Circle, attracts over 600,000 visitors annually.
During the 2023 holiday season, overnight stays surged to 1.2 million — nearly ten times the town’s population. This 30% increase from 2022 reflects the region’s post-pandemic travel boom, driven by the allure of snow, the Northern Lights, and meeting Santa Claus.
“It’s like my dream came true,” said Polish tourist Elzbieta Nazaruk, capturing the sentiment of many visitors.
But for locals, the influx is becoming unsustainable. Photographer Antti Pakkanen, part of a housing advocacy network, voiced concerns about the rapid growth. “Tourism has grown so rapidly, it’s not in control anymore,” he said, highlighting issues seen in other European hotspots like Amsterdam and Barcelona.
The surge has led to a rise in short-term rentals, making long-term housing scarce and costly. Many city-centre apartments are converted to holiday rentals during peak season, turning residential areas into what critics describe as “transient spaces for tourists.”
Finnish law restricts professional accommodation services in residential buildings, but campaigners argue enforcement is lacking. “The rules must be enforced better,” said Pakkanen, calling for stricter regulations to protect local housing availability.
Despite these concerns, some residents benefit economically. Rovaniemi’s mayor, Ulla-Kirsikka Vainio, acknowledged the financial gains from short-term rentals. However, she also recognised the need for a balance between growth and community well-being, suggesting that national legislation might provide a solution.
The popularity of the region shows no sign of slowing. Thirteen new flight routes to Rovaniemi Airport opened in 2023, connecting cities like Geneva, Berlin, and Bordeaux. Hotels are fully booked for the season, and Tiina Määttä, general manager of Original Sokos Hotel, expects even more visitors in 2024.
While locals debate the impact, tourists continue to flock to the winter wonderland. Joy, a visitor from Bangkok, summed up the appeal: “It’s Christmas time, and we would love to see the Northern Lights. Rovaniemi seems to be a good place.”
Without swift intervention, the delicate balance between preserving local life and promoting tourism may grow more strained, transforming Rovaniemi’s charm into a cautionary tale of unchecked growth.
HT
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Source: www.helsinkitimes.fi
