The city of Rovaniemi has come under fire for granting a parcel of land for a Moomin theme park to a private company without a public bidding process, as reported by Yle. The decision was made without transparency, and it was not included in the city council's agenda, raising eyebrows among local business owners who were previously interested in the site. Entrepreneur Veronika Butinova, who had discussions with the city regarding the availability of the land, expressed her dissatisfaction regarding the procedure, noting that she felt it was unfair to have her interests bypassed in favor of the Moomin project.

Butinova's comments highlight the frustration among local entrepreneurs who have been waiting for opportunities to expand their businesses in the area. Additionally, Bearhill Husky, a safari company, had long sought the same property but learned of the city's decision only after it was made public. The development has sparked surprise among tourism operators, as noted by Antti Nikander, development manager of the Santa Claus Village co-operative, who received numerous inquiries from concerned local business owners following the announcement.

The push for the Moomin-themed attraction is seen as a significant move for local tourism, particularly in enhancing year-round and summer season tourism in Rovaniemi. The project is expected to complement existing attractions like Santa Claus Village, potentially boosting the local economy and tourism sector. However, the method of land allocation has raised serious concerns regarding transparency and fairness, indicating a need for a more open process in the future to foster a level playing field for all local entrepreneurs.