Tui, a well-known travel agency, has announced the cancellation of its scheduled flights from Manchester to Kajaani, Finland, for this year, a decision that follows disappointing sales and past experiences with cancelled trips. Last Christmas season, flights were cancelled due to a lack of snow, which disappointed British tourists expecting a Lapland experience after being misled by Tui's marketing that promoted Kainuu as part of Lapland. The company had previously marketed Kainuu to British tourists under the misconception that it was a part of Lapland, referring to it as 'Arctic Lakeland'.

After receiving feedback from customers and acknowledging the confusion surrounding Kainuu's geographical identity, Tui has decided to cease marketing Kainuu as a Lapland destination. The decision underscores the importance of clarity and transparency in travel marketing, as tourists are drawn to the allure of Lapland yet find themselves in a different region than expected. Tui's shift in strategy may help rebuild trust among potential customers who were previously disappointed by their travel experience.

As a form of redress, Tui has offered compensation to those affected by the flight cancellations during last Christmas, providing an extra £100–200 per passenger. This action not only aims to ease customer dissatisfaction but also reflects the company's efforts to manage its reputation amidst increasing pressures to deliver satisfactory travel experiences. The future of Kainuu as a tourist destination remains uncertain, but Tui's rebranding efforts may shape how international tourists view the region moving forward.