In Finland, Lapland’s tourism has grown so rapidly that Rovaniemi, the region’s capital and number‑one destination, where Santa Claus has his office, is already operating at full capacity. There is very little room left to welcome more tourists to the city located in the Arctic Circle. Attention has therefore turned to the next rising destinations in Lapland—one of which has been found along the Swedish border in Torne Valley, an area with a long and rich but largely forgotten tourism history.
Lapland’s next hotspot after Santa? Torne Valley seeks sustainable tourism
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