In Rovaniemi, Finland, plans for a Moomin-themed amusement park are stirring debate among local entrepreneurs who were anticipating availability of the designated area. The city announced that Muumimaailma Oy plans to establish a smaller park than its original in Naantali, specifically at the Christmas Village area of Rovaniemi. However, the allocation of this prime plot for the Moomin park has raised eyebrows as it was reserved without a public bidding process, contrary to the expectations of other local tourism businesses.

Local tourism operators, such as the Bearhill Husky safari company, had been waiting for this land to become available, hoping to secure a long-term agreement to enhance their services. Discussions with the city regarding the plot’s availability had taken place; however, Rovaniemi officials stated that the land is not currently open for applications, creating a sense of unfairness among businesses that also contribute to the local economy. The situation reflects ongoing competition within the tourism sector, which is a significant component of the local economy.

Susanna Viitala, chairperson of the Rovaniemi city council, justified the decision by emphasizing the importance of the Moomin park for year-round tourism. She argued that establishing a Moomin attraction is vital for boosting local tourism and supporting the region's economic growth. Nevertheless, the decision has sparked discussions questioning the transparency of the city's actions and the prioritization of certain projects over others, highlighting the challenges faced by local entrepreneurs during the tourism off-season.