Oulu, Finland, has been named in Intrepid Travel’s newly published 2026 “Not Hot List” among the top 10 global destinations poised for tourism growth. Created in partnership with travel-trend forecasting agency Globetrender, the list seeks to highlight destinations that mainstream travelers have overlooked but that hold strong potential for sustainable tourism development.
As Finland’s European Capital of Culture 2026, Oulu stands out on the list for its year-round cultural programming that fuses climate science with cultural expression.
The coastal city, located just below the Arctic Circle, is leveraging features such as seasonal cycling, hiking, and floating saunas to attract visitors who seek authentic experiences beyond mass tourism.
“Oulu is honored to be recognized on Intrepid Travel’s ‘Not Hot List’ as one of the world’s most exciting emerging destinations. This recognition highlights not only our year-round cultural spirit as European Capital of Culture 2026, but also our commitment to sustainable, authentic travel experiences. We invite the world to discover Oulu — a place where culture meets nature just below the Arctic Circle, and where every season offers something unique and unforgettable.”
— Yrjötapio Kivisaari, President & CEO, Visit Oulu
Oulu is directly accessible via flights from Frankfurt, Helsinki and Riika (March 2026) — creating a practical gateway for international travelers.
Why Oulu Made the Cut
Intrepid Travel’s methodology considered three key criteria:
- Less-visited — destinations that receive fewer conventional tourist flows
- Tourism readiness — places with infrastructure and capacity to welcome visitors
- New in 2026 — emerging destinations likely to come into prominence next year
Through this lens, Oulu was selected for its unique combination of cultural ambition and under-the-radar appeal.
Intrepid Travel’s 2026 Not Hot List: Top 10 Destinations
- Tiwai Island, Sierra Leone
- Tien Shan Mountain Range, Kyrgyzstan
- Sierra Norte, Mexico
- Vis Island, Croatia
- Southeastern Anatolia, Türkiye
- Arunachal Pradesh, India
- Via Transilvanica, Romania
- Ruta de las Flores, El Salvador
- Oulu, Finland
- Great Basin National Park, Nevada, United States
Sources:
“These are the overlooked travel spots to escape the crowds in 2026,” The Independent, 10 September 2025, https://www.independent.co.uk/travel/news-and-advice/intrepid-not-hot-list-2026-crowd-free-b2823145.html
Intrepid Travel. (n.d.). 2026 Not Hot List. https://www.intrepidtravel.com/eu/not-hot-list
Text originally published at VisitOulu
