CHARLES Project: Strengthening Air Connectivity and International Attractiveness in Northern Ostrobothnia
CHARLES is a development project aimed at improving air travel accessibility in Northern Ostrobothnia and enhancing the region’s international appeal from the perspectives of tourism and business. The project specifically supports the growth and competitiveness of SMEs by improving connections and increasing attractiveness within tourism ecosystems.
The shared objectives of the project are to:
Improve the accessibility of Northern Ostrobothnia through enhanced air connectivity
Support the internationalization and growth of small and medium-sized enterprises (SMEs)
Increase international awareness and attractiveness of the region
Strengthen networking and collaboration among tourism operators
Promote the principles of sustainable development and equality in tourism development
The main objective of Oulun Matkailu Oy’s sub-project within the CHARLES initiative is to strengthen and expand cooperation with European tour operators, with a specific focus on Germany, Italy, and Spain. The goal is to identify and attract new tour operators capable of launching charter flight connections to Oulu Airport during the winter season. The frozen sea during winter offers a unique setting for nature-based and seasonal travel experiences.
Marketing and product development efforts will concentrate on the following target groups:
Families
Nature travelers
Cultural tourists
For these audiences, the emphasis will be on authentic nature-based experiences, such as activities on frozen sea ice, Northern Lights excursions, local culinary offerings, and participation in the Oulu2026 European Capital of Culture programme.
The broader aim is to increase international awareness of the Oulu region in Europe, enhance winter accessibility to the area, and attract travelers who stay longer and take full advantage of the region’s diverse tourism services.
The project will develop and test new flight connections and tourism service chains in the Northern Ostrobothnia region. The focus is especially on supporting air traffic that leverages international connections and target markets, thereby enhancing the region’s vitality, accessibility, and tourism growth.
Implementation period: March 1, 2025 – February 28, 2027
Total project budget: €350,844
Oulun Matkailu Oy’s share: €129,470
Main project coordinator: Council of Oulu Region (Pohjois-Pohjanmaan liitto)
Project partners: Oulun Matkailu Oy, Koillis-Suomi Development Company Naturpolis Oy, City of Kalajoki
Project manager (Oulun matkailu Oy):
Johanna Salmela
Head of International Marketing
Johanna@visitoulu.fi
Puh: +358 40 826 2345
