A new Moomin-themed amusement park is planned for Rovaniemi, Finland, with the aim of boosting the city's profile as a tourist destination. According to a press release from the city, the park will be situated in Santa Claus Village, taking advantage of the strong international tourism presence already in the area. The chairperson of the company, Tim Livson, expressed optimism that the Moomin brand would aid in the city’s goal of expanding summer tourism, making it a year-round attraction.

This new site is intended to be a smaller version of the existing Moomin World in Naantali and will also include accommodations, some of which will be thematically designed around Moomin characters. The city envisions that the new park will attract not only international guests but also local tourists, who may find traveling to Naantali too far. The company believes there is a significant opportunity to cater to domestic visitors, enhancing local tourism while extending the appeal of the beloved Moomin brand.

The incorporation of the Moomin theme is expected to resonate well with both children and families, aligning perfectly with Rovaniemi’s identity as a Christmas and winter wonderland destination. This development shows a strategic effort by the city to diversify its tourism offerings and provide year-round activities, which is vital for sustaining local economic growth and addressing seasonal fluctuations in visitor numbers.