In a striking observation, doctoral researcher Elias Rossinen from the University of Oulu remarked on the significant influx of foreign tourists in Rovaniemi, often making the city feel more like an international destination rather than a local Finnish town. He shared his experiences while standing in a local shopping center, where the predominant languages heard were foreign, and the presence of Finnish was notably absent. This shift in the demographic landscape has become a cause of concern for some locals, who, during the winter months, opt to avoid city center activities due to the overwhelming number of tourists.

Rossinen pointed out that the situation in Rovaniemi is exceptional when compared to other parts of Finland. While Helsinki may attract a greater number of tourists, the city's much larger local population creates a different dynamic. Rovaniemi's population is around 66,000, yet in December alone, the city welcomed over 132,000 tourists. A staggering 90% of those staying in official accommodation were foreigners, reflecting a significant reliance on international visitors for the local economy.

This trend raises questions about the sustainability of tourism in Rovaniemi. As the city continues to attract tourists in record numbers, local residents may find their daily activities and living experiences increasingly affected by external visitors. Rossinen’s research underscores the need for discussions regarding the balance between tourism growth and maintaining the quality of life for residents in Rovaniemi and similar destinations in Finland.