My Oulu: Capital of Culture year brought Oulu into the international spotlight

The European Capital of Culture title has already brought Oulu and its 39 partner municipalities unusually extensive international media visibility, even though the year has just kicked off. Globally recognized outlets such as CNN, National Geographic, The Times, and the BBC have listed Oulu as one of the most interesting travel destinations for 2026. Numerous media have also published extensive multi-page features on the city and its cultural actors. Such attention does not come from the title alone—it has required determined work, especially throughout last year.

“More than 80 international journalists have visited Oulu through the Cultural Foundation alone to familiarize themselves with the Oulu2026 region and the organizations implementing the program. We have also met journalists in several European cities while presenting the European Capital of Culture year at various events,” says Annu Höttönen, communications and marketing manager for Oulu2026.

In addition, journalists have visited the city at the invitation of the Ministry for Foreign Affairs, Finland’s embassies, Visit Finland, Business Oulu, and Visit Oulu – as well as independently.

“Oulu, as a European Capital of Culture, is in a fortunate position with so many parties involved. Media attention has arisen through collaboration and grown into a snowball effect: when one well-known outlet becomes interested, others follow,” Höttönen explains.

“The work is now paying off. According to media monitoring, the Capital of Culture year generated more than 1,900 international media mentions last year. A single article in National Geographic alone reached a potential audience of 300 million people,” she adds.

The City of Oulu monitors digital news channels in Finland and abroad through Meltwater’s global media monitoring service. According to Meltwater, the monetary value of media visibility related to the European Capital of Culture year amounted to nearly 39 million euros (USD 45.4 million) last year. Meltwater calculates the value based on how much equivalent visibility would cost if purchased as advertising.

A 7-page feature in Time France

One of the latest major publications was the first-ever French-language issue of Time magazine, released in December, featuring a seven-page article on Oulu. The journalist, who visited Oulu in November, interviewed around 40 professionals for the story: people working on the Capital of Culture year, artists, city officials, and political decision makers.

“Designing the program for the Time France journalist was inspiring—she was broadly interested in Finnish society, design, food culture, and, of course, the offerings of the Capital of Culture year. What was originally planned as a two-page spread eventually grew into a multi-page feature,” says Anne Laurila, special advisor for international communications and marketing at the city of Oulu’s Mayor’s office.

Laurila notes that it was particularly delightful that Time hired Antti J. Leinonen, a photographer from Ii, to shoot the images for the article.

“It was the darkest time of the year and the city had no snow, yet Oulu looks stunning in the photos! Three copies of the magazine are available in the periodicals section of Saari Central Library, and it can also be found in the Outi online library by searching ‘time France´ for anyone wishing to practice their French”, Laurila adds.

The French-language Time is published in France, Belgium, Switzerland, Luxembourg, and Monaco.

Architecture and design highlighted

The Capital of Culture year has also brought visibility to international professional audiences. In the 2026 Travel Edition of the German magazine Architektur & Wohnen, northern Finnish architecture and design were featured across 13 pages. In the same issue that showcases World Design Capital Frankfurt 2026 and the Bauhaus in Dessau, Oulu could hardly be in better company.

“Visibility like this within our own professional community is extremely valuable. In Europe, there are few better contexts we could hope for,” says Päivi Tahkokallio, who leads the Proto2026 program for designers in Northern Finland.

Although the readership of professional magazines is not massive, it is highly targeted: the Oulu article reaches specialists for whom Aaltosiilo, Akola Manor, or the Design Center Proto may become professionally interesting sites to follow. This exposure may open new collaboration opportunities for northern Finnish architecture and design professionals in the future.

Eighty media representatives registered for the opening of the European Capital of Culture year—the Oulu2026 Opening Festival—half of whom were international journalists.