In recent months, Oulu has gained remarkable international recognition as a travel destination, appearing on several best-of lists compiled by leading media outlets and travel platforms. Even so, many locals were surprised when the BBC published its latest list of the world’s best places to travel. Oulu features alongside globally renowned destinations such as Abu Dhabi and Costa Rica. The British Broadcasting Corporation (BBC) is one of the world’s most respected and influential media organisations.
“In Oulu and across the wider region, we have succeeded in building a genuinely compelling cultural programme for 2026 that resonates with both local audiences and influential international media. Long-term, active communications have been crucial, as many people outside Finland had never even heard of Oulu before. It is rewarding to see this determined effort already bearing fruit, even before the European Capital of Culture year has officially begun,” says Annu Höttönen, Head of Communications and Marketing at Oulu2026.
The list was compiled by BBC journalists. In the section focusing on Oulu, journalist Laura Hall highlights the city’s upcoming role as a European Capital of Culture in 2026, drawing attention to key programme elements such as the Arctic Food Lab culinary initiative and the Climate Clock public art trail. Hall also mentions the Air Guitar World Championships and Oulu’s self-proclaimed status as the world’s winter cycling capital.
Oulu – Culture, the Northern Way
What makes the recognition particularly notable is that only four European destinations are included on the list of 20. Alongside Oulu, the selected European locations are the Hebrides in Scotland, Montenegro and Guimarães in Portugal.
In the BBC Travel article, Hall presents Oulu as a future European Capital of Culture where an extensive cultural programme, northern nature and technology intertwine in a distinctive way. She praises how, in 2026, the region’s blend of frontier landscapes, Arctic cultural heritage and bold contemporary creativity elevates this calm northern hub into one of Europe’s most intriguing destinations.
The recognition further strengthens the position of Oulu and the wider Oulu2026 region as an attractive international destination at a time when travellers are increasingly seeking meaningful experiences, authenticity and local culture.
Oulu repeatedly featured on international top lists
The BBC recognition continues a period of exceptionally strong international visibility for Oulu in travel and culture media. Over the past year, the city has been highlighted by several highly respected international publications.
National Geographic named Oulu among the world’s best destinations for 2026, while the acclaimed US-based magazine AFAR and Austrian lifestyle media outlet 1000things have also selected Oulu as one of the most interesting destinations for 2026, citing its cultural programme, northern nature and distinctive atmosphere. In addition, Oulu is featured on Intrepid Travel’s 2026 Not Hot List, which highlights ten lesser-known destinations ready to welcome travellers in a responsible and sustainable way.
Culture as part of everyday life and celebration
In 2026, Oulu will serve as the European Capital of Culture together with 39 municipalities across northern Finland. The Oulu2026 cultural programme spans a wide geographical area and includes performing arts, festivals, exhibitions, community art, children’s and youth programmes, as well as permanent artworks and art routes. The programme brings culture into everyday life and natural environments, into cities and villages, indoors and outdoors alike. A large part of the programme is free of charge.
