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Santa Claus’ name comes from Sankt Nikolaus, a 4th century Christian bishop from today’s Turkey who was sanctified for his charity. Nordic countries have their own version of his name:
Rovaniemi’s “brand” has for many years been “The official hometown of Santa Claus”. That has opened doors especially in Asia, where the market is growing fast.
Nearly 10% of people in Lapland work in the tourism sector. Local authorities have in the past worried about labour shortages in the tourism industry.
There is a great need for language skills. Many are trained in Lapland, but many season workers are also provided by temping agencies.
They follow the tourists and work in the North in the winter months, and in the south of Finland and in Åland in the summer. Now there are no jobs in either place.
Santa Claus and his team have been professionalised. A course was set up in 2003 at the Lapland University of applied sciences in Rovaniemi for 40 students who wanted to become professional Santas or masters of ceremony.
They studied event tourism, oral traditions and storytelling. The demand for professional Santas was not large enough for the course to continue, however.
Rovaniemi has the sole right to the claim of being Santa’s hometown. The city has been branded “The Official Hometown of Santa Claus”. This registered trademark has given it a competitive edge.
The other Nordic countries sometimes claim to be the home of Santa Claus. The issue comes up every autumn when Nordic tourism heads meet, says Sanna Kärkkäinen, CEO at Visit Rovaniemi.
She usually comforts her colleagues by saying there is space for many stories in the world. The Arctic has rich mystical Sami traditions.
The borders are also fluent and cooperation is possible. People who come to see the Finnish Santa has often travelled far. Tourists who have come to one country might visit the neighbouring countries.
Finland has looked after the Christmas traditions, but we are all part of a Nordic saga and share a common, unique nature, points out Sanna Kärkkäinen. The Arctic Circle runs through Norway and Sweden too, of course. Swedish mountains are high enough to give the county an edge on Finland when it comes to skiing. Norway has the sea and coastline to showcase in its tourism marketing.
There is Nordic cooperation on Arctic Europe aimed at attracting tourists. Neighbouring Russia is not part of that cooperation. Sanctions mean there are now fewer Russian tourists in Finland. It is more difficult for tourists to travel to Russia, with closed borders and non-existent infrastructure in the north.
Tourism boss Sanna Kärkkäinen’s Twitter bio says she “believes in Santa and the Arctic summer”.
“The summer has enormous potential especially in these times of Corona. You can move around safely. There is little risk you will see many people,” says Sanna Kärkkäinen. There is plenty of space in Lapland for social distancing.
Lapland used to attract tourists only in the summer season with its long summer nights and the colourful autumn when leaves change colour and fall – known as the “Ruska” period in Finland.
Ski resorts have started to pop up in recent decades. Tourism has changed seasons. Tourism boss Kärkkäinen says summer is an easier season, also for tourists. For people who have never seen winter and snow, this is of course exotic. But many think it is too cold and dark. To ski you need skills and a lot of equipment.
It is easier to relate to summer, says tourism boss Sanna Kärkkäinen. That is when nature is at its best and it is easy to go exploring. It is also no problem to go wherever you want in nature, thanks to the Finnish and Nordic outdoor access rights.
War destitution created Lapland's tourism boom. It began here.
Elves, dogs and reindeer suffer as tourists disappear from Arctic Circle
Work Research Institute
OsloMet – Oslo Metropolitan University,
Postboks 4 St. Olavs plass, NO-0130 Oslo
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