If Finland is on your travel list, it may be time to look beyond the usual Helsinki itinerary and head further north. In Finnish Lapland, Rovaniemi is emerging as a destination that is finding new ways to draw travellers through every season. Known around the world as the Official Hometown of Santa Claus, the Arctic city is now growing well beyond its winter identity. The numbers tell part of the story. Rovaniemi Airport handled 1.1 million passengers in 2025, an 18.4 per cent rise, while Santa Claus Village welcomed nearly 7,90,000 visitors. India is also among the destination’s strongest growth markets. Yet the real appeal lies in what is changing on the ground. New hotels and accommodation are expanding the choice of stays, air connectivity is improving and fresh attractions are being planned. At the same time, Rovaniemi’s summer is gaining momentum, offering long daylight hours, the Midnight Sun, nature and a slower Arctic rhythm. This is a destination in the midst of an exciting transformation.
Forget the idea that Rovaniemi belongs only to snow and winter. Summer reveals an entirely different side of the Arctic, when the landscape trades its white blanket for forests, greenery and almost endless daylight. The Midnight Sun season runs from June 6 to July 7, bringing 24 hours of daylight, while July continues to offer remarkably bright nights.
This makes the season ideal for experiencing Rovaniemi at a gentler pace. Travellers can hike through forests, cycle beneath the Midnight Sun, discover local food and culture, explore museums and galleries or simply settle into the Finnish way of slowing down. Even Santa Claus Village remains open, offering visitors the chance to meet Santa without the peak winter crowds. With summer arrivals and overnight stays reaching new highs in 2025, Rovaniemi is proving that its magic does not disappear when the snow melts.
Santa Claus may have put Rovaniemi firmly on the global travel map, but the city is now building a wider collection of reasons to visit. A major addition is the planned Moomin-themed attraction at Santa Claus Village, bringing two of Finland’s most recognisable characters together. The attraction is also expected to encourage visits beyond the peak winter period. The accommodation scene is expanding alongside these new experiences. Santa’s Hotel Noelle will add 101 rooms and suites in the city center when it opens in February 2027, while Elves Hotels Santa Claus Village is set to open its first phase with 33 apartments, each featuring a private sauna, in December 2026.
Glass igloos add another dimension to the Arctic stay, with glass roofs offering uninterrupted views of the Northern Lights, winter skies and the snow-covered landscape while keeping travellers warm and comfortable.
Winter is when Rovaniemi truly steps into its Arctic character. Snow-covered forests become the setting for husky sled rides, reindeer sleigh journeys and snowmobile safaris, while the Northern Lights add another layer of magic to the long, dark evenings. Travellers can head into the wilderness for a husky ride, meet reindeer and learn about the traditional life of Lapland, or explore frozen landscapes on snowshoes and snowmobiles.
But the Finnish approach to winter is not only about adventure. It is also about slowing down and warming up. Sauna experiences range from traditional wood-heated saunas to lakeside settings and even ice saunas, with some experiences combining a hot sauna with an Arctic dip. At places such as North Resort, an outdoor sauna pavilion looks out over the wilderness, while Áila Hideaway offers the more rustic ritual of heating your own cabin and sauna.