TUI Strengthens Arctic Network as Over 60,000 Winter Travelers Head to Lapland and New Boeing 737-8 “Kuusamo” Joins Northern Finland Fleet

Finland continues to hold a strategic place in TUI’s global network, serving both as a strong outbound market and a highly sought-after holiday destination. Among its standout regions, Lapland remains one of the company’s most in-demand winter escapes, drawing travelers eager to experience Arctic landscapes, snow-covered forests, and seasonal adventures. Demand shows no signs of slowing. During the current winter season, TUI is scheduled to transport more than 60,000 holidaymakers to Northern Finland, with the majority arriving from the United Kingdom, the Netherlands, and Belgium.

The steady growth of winter tourism to the region reflects a broader shift in traveler preferences. Increasingly, visitors are seeking immersive cold-weather experiences rather than traditional sun-and-sand holidays. Lapland’s unique blend of nature, culture, and outdoor adventure has positioned it as a premier winter destination across Europe. Direct flight connections operated by TUI have made remote northern towns more accessible, supporting both tourism growth and regional development.

Marking this ongoing commitment, TUI has introduced another Boeing 737-8 aircraft bearing the name of a Northern Finnish destination. The latest addition to the fleet has been christened “Kuusamo,” becoming the fourth aircraft to carry the name of a town in Lapland. Previous aircraft were named “Kittilä” in 2018, “Rovaniemi” in 2022, and “Ivalo” in 2024. The naming tradition underscores the close partnership between the airline and Northern Finland’s tourism industry.

The official naming ceremony took place at Kuusamo Airport on a crisp winter Sunday, providing a fitting backdrop of snow and Arctic light. The event gathered representatives from the local tourism community, including hotel operators, excursion providers, regional tourism officials, and airport leadership. The occasion highlighted the collaborative efforts that have helped transform Kuusamo into a recognized winter hotspot.

The aircraft’s arrival was met with enthusiasm as it touched down against a landscape blanketed in white. The new Boeing 737-8 symbolizes both increased capacity and a long-term investment in the region. By branding aircraft with destination names, TUI reinforces the visibility of these northern towns in key European markets, strengthening their identity among travelers planning winter getaways.

Following the ceremony, the aircraft departed with passengers returning home after their Arctic holidays. Many carried memories shaped by classic Lapland experiences: dog sledding through silent forests, snowmobile safaris across frozen terrain, and encounters with reindeer in their natural environment. These signature activities have become central to the region’s tourism appeal, offering visitors authentic glimpses into life in the far north.

Kuusamo, in particular, has built a strong reputation for combining wilderness adventure with comfortable hospitality. The nearby Ruka ski area attracts winter sports enthusiasts, while guided nature tours introduce visitors to pristine national parks and icy river landscapes. The town’s infrastructure has steadily evolved to meet rising demand, with accommodations, restaurants, and activity services expanding in recent years.

TUI’s expanded operations are expected to further boost the local economy. Increased flight frequency supports hotels, tour operators, and small businesses that rely on seasonal tourism. For many communities in Northern Finland, winter travel represents a crucial economic pillar. Reliable air connections from major European cities ensure that Lapland remains competitive in a global market where travelers have a growing array of cold-climate options.

Sustainability also plays an increasingly important role in the region’s tourism strategy. Modern aircraft such as the Boeing 737-8 are designed to be more fuel-efficient and produce lower emissions compared to older models. As environmental awareness rises among travelers, airlines and destinations alike are under pressure to balance growth with responsible operations. Northern Finland has emphasized preserving its fragile Arctic ecosystems while welcoming visitors.

The symbolic naming of aircraft after Lapland destinations reflects more than branding. It represents a partnership built over years of cooperation between local authorities, tourism stakeholders, and the airline industry. By aligning flight capacity with destination marketing, both sides strengthen their position in the competitive European winter travel market.

With more than 60,000 holidaymakers expected to arrive this season alone, Lapland’s status as a winter tourism leader appears secure. Towns such as Kuusamo continue to gain international recognition, supported by reliable air links and coordinated promotion efforts. As travelers search for authentic seasonal experiences — from snowy adventures to Arctic serenity — Northern Finland remains firmly on the map.

The arrival of the newly named aircraft signals confidence in sustained demand and the enduring appeal of the far north. For TUI and for Lapland, the partnership continues to evolve, carrying thousands of visitors each winter into landscapes defined by snow, silence, and unforgettable Arctic moments.

TUI is a very important travel operator for Kuusamo. Last year, overnight stays by international visitors increased by as much as 14.2 percent, and in December their share was 70 percent of all overnight stays. TUI has played a key role in this growth. Having an aircraft named after Kuusamo is a true honour for us, says Jouko Manninen, Mayor of Kuusamo

TUI holds an important position in Finnish tourism, and it is wonderful to see that travel to the stunning landscapes of Kuusamo continues to grow in popularity. We warmly welcome all TUI guests to Kuusamo and Kuusamo Airport!,says Petri Vuori, SVP, Route Development, Finavia.

Our local partnerships are taking to the skies. Our new aircraft will be named after destinations across our holiday and partner countries, bringing the spirit of these regions into the heart of our fleet.

Tourism is more than travel; it connects people, regions and cultures, creating lasting bonds and shared opportunity. By giving our TUI Airline aircraft the names of our partner destinations, each plane becomes a flying ambassador, symbolising collaboration, celebrating local identity, and showcasing the strength of our relationships. With every take-off and landing, these aircraft will carry not only travellers, but the story of connection that unites us., says Aage Dünhaupt, Director Communications Holiday Experiences & Airline, TUI

This winter season has been record‑breaking, and a large share of travelers arrive in Kuusamo on TUI’s flights. The aircraft named Kuusamo will surely continue to bring back all those wonderful memories for passengers, says Sari Päivärinta, Manager of Kuusamo Airport.

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