I have watched Rovaniemi change over many decades.
There was a time when this quiet Arctic town was known mostly for summer visitors. Winters were calm, the streets were peaceful, and finding a proper restaurant often meant stopping at a service station. Tourism was simple — and life here moved slowly.
Today, Rovaniemi has become one of the most visited winter destinations in the world. Families now arrive from every corner of the globe, drawn by the Christmas spirit, the beauty of Lapland and the dream of meeting Santa at the Arctic Circle. I am truly grateful to see how my hometown has welcomed people of different cultures, languages and traditions. Where choices once were few, today you can find flavors from nearly every cuisine on earth — making Rovaniemi a destination not only for dreamers, but also for food lovers.
With this growth has come wonderful energy… and some challenges too. Roads are busier, popular places are often crowded, and even the reindeer must carefully find their way through places that were once quiet forest paths. These moments remind me of something very important:
A holiday is meant for resting — not rushing.
Not every family dreams of standing in long queues or moving hurriedly from place to place. Many of Lapland’s most magical moments happen in stillness — sitting by a fireplace, walking under snowy trees or sharing time together without noise around you.
That is why I now travel to meet families where they feel the most comfortable — in their own cabins, apartments and hotel rooms. In small, private moments, Christmas magic can be experienced the way it was always meant to be:
calm, personal, and truly unforgettable.
Because real magic does not need crowds.
It only needs families, time together — and a little bit of wonder.