Land and brand of the spirited people
Entered by Lapland Regional Council
In 2022, House of Lapland, the region's shared marketing company, closed down. Too few parts of Lapland felt it spoke of and for them.
Lapland, Lappi in Finnish, is one-third of Finland’s landmass, with 100,376 square kilometres, 21 municipalities, six sub-regions. On the flip side, they have 175,000 residents – a mere 3% of the population, but they host five million tourists overnight stays a year. The image abroad is strong and narrow: Santa, snow, huskies, northern lights. Santa is true, but huskies are an imported species.
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