CHARLES project: strengthening air connections and international attractiveness in North Ostrobothnia

CHARLES is a development project aimed at strengthening the accessibility of air transport in North Ostrobothnia and promoting the international attractiveness of the region for tourism and business. In particular, the project will support the growth and competitiveness of SMEs by improving connectivity and increasing the attractiveness of tourism ecosystems.

Project objectives

The common objectives of the project are:

  1. Improving the accessibility of North Ostrobothnia through air transport
  2. Supporting the internationalisation and growth of SMEs
  3. Developing the region's international profile and attractiveness
  4. Strengthen networking and cooperation between tourism operators
  5. Promote the principles of sustainable development and equality in tourism development

Oulun matkailu Oy sub-objectives

The aim of the CHARLES project is to strengthen and intensify cooperation with European tour operators, in particular. in Germany, Italy and Spain. The aim is to identify and engage new tour operators who could start charter flights to Oulu Airport during the winter season. The winter season offers particularly attractive opportunities, as the freezing of the sea creates a unique setting for for nature experiences and winter activities.

Marketing and product development will focus on:

  • Family tourists

  • Nature tourists

  • Cultural tourists

For these target groups, the region's offer will be highlighted. genuinely nature-based experiences, such as walking on the sea, Northern Lights trips, local cuisine and participation in Oulu2026 Capital of Culture Year content.

The aim is to raise the profile of the region in Europe, improve accessibility to Oulu during the winter season and bring in tourists who stay longer and take advantage of the wide range of services offered in the area.

The content of the project

The project will develop and test new flight connections and tourism service chains in the North Ostrobothnia region. In particular, the aim is to support air transport that takes advantage of international connections and destination markets, thus supporting the vitality, accessibility and growth of tourism in the region.

Project info

Basic project information

Implementation period: 1.3.2025 - 28.2.2027

Total project budget: 350 844 €

Oulu Tourism Ltd's contribution: 129 470 €

Implementer of the main project: the Regional Council of North Ostrobothnia

Sub-project implementers: Oulun Matkailu Oy, Naturpolis Oy, a development company in Northeast Finland, and the City of Kalajoki.

Project Manager (Oulun matkailu Oy):

Johanna Salmela

Head of International Marketing

Johanna@visitoulu.fi

Tel: +358 40 826 2345