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13.9831 10.5596 13.5042 10.5596C12.2636 10.5596 12.1176 10.349 12.0783 9.37285H14.4503C14.9976 9.37285 15.2418 9.15664 15.2418 8.67213C15.2418 7.64237 15.0266 6.27171 13.165 6.27171C11.5931 6.27171 10.8919 7.12946 10.8919 9.05247C10.8919 10.9297 11.5452 11.6281 13.3016 11.6281C14.0318 11.6281 14.6097 11.5152 14.8366 11.4111C14.9811 11.3495 15.1138 11.2572 15.1138 11V10.8122C15.113 10.5699 14.9748 10.4239 14.7432 10.4239Z" fill="currentColor"></path><path d="M12.0846 8.41359C12.1301 7.57715 12.4701 7.20312 13.1831 7.20312H13.1838C13.8614 7.20312 14.1661 7.56532 14.1975 8.41202L12.0846 8.41359Z" fill="currentColor"></path><path d="M31.4197 13.2932H25.348L23.7136 18.0002H20.0957L26.4898 0.198242H30.7749L37.0436 18.0002H33.1032L31.4197 13.2932ZM28.4689 3.60924L26.1405 10.5302H30.6719L28.4689 3.60924Z" fill="currentColor"></path><path d="M49.178 18L45.1885 11.925H42.4616V18H38.9421V0.621C38.9421 0.621 41.1944 0 45.2332 0C49.8676 0 52.6393 1.62 52.6393 5.2515C52.6393 8.9595 50.3601 10.5525 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3.508-.76V4a1 1 0 0 1 .612-.922Zm1.388 3.298v3.48h-1c-1.529 0-2.727.202-3.722.627-.984.42-1.826 1.081-2.609 2.093-.351.454-.753 1.206-1.129 2.09a19.46 19.46 0 0 0-.874 2.525l.277-.213c2.023-1.559 4.445-2.798 7.028-2.833h2.029v3.479L19.57 12l-5.752-5.624Z" fill="currentColor"></path></svg></span><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 bBDsaZ yds-button__text">Jaa</span></button></div></div></header><div id="yle__contentAnchor" class="GridSystem-sc-befa6b47-2 hcMlvN"><div class="GridSystem__GridRow-sc-befa6b47-1 ArticlePage__ArticleRow-sc-e1d3cc9d-2 iyDGJz CzsDH"><main class="ArticlePage__ArticlePageMainColumn-sc-e1d3cc9d-0 hVeyTS"><div class="GridSystem__GridCell-sc-befa6b47-0 ArticlePage__ArticleGridCell-sc-e1d3cc9d-1 cNWrCa eHhfnr"><div class="ArticleWrapper__Wrapper-sc-6c1d1f0b-0 iYsRAB"><article class="yle__article arkki-theme-default" data-vrsproduct="uutiset"><header class="yle__article__header"><div class="aw-1b35ta gMKgcy"><a href="/web/20240430022758/https://yle.fi/t/18-206851/fi" aria-label="Lisää artikkeleita aiheesta Matkailu" class="TagLinkstyles__TagLinkBase-sc-w5hh4y-0 doqXHU">Matkailu</a></div><h1 class="sc-beySPh kuTmyG yle__article__heading yle__article__heading--1">Leikkaukset Visit Finlandin rahoitukseen tuntuvat myös Lapin matkailussa: ”Tämä on isku vyön alle”</h1><p class="aw-1gybjub aw-5vja16 dvotnq YVZwc yle__article__paragraph">Visit Rovaniemen toimitusjohtajan Sanna Kärkkäisen mukaan Lapin matkailun ympärivuotinen kehittäminen joutuu nyt vaakalaudalle.</p><div class="aw-e30oo3 fPIfav"></div><figure class="aw-u5oz0a eiswpX yle__article__figure"><script type="application/ld+json">{"@id":"74-20084592","@context":"https://web.archive.org/web/20240430022758/https://schema.org","image":{"@type":"ImageObject","description":"Lapin matkailussa eletään kulta-aikaa, mutta nyt matkailumarkkinoinnin pelätään taantuvan.","copyrightHolder":"Juuso Stoor / Yle","url":"https://web.archive.org/web/20240430022758/https://images.cdn.yle.fi/image/upload/ar_1.7815533980582525,c_fill,g_faces,h_430,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-1226543659fd66318c85","keywords":"Kemijoki,Lappi,Rovaniemi,joet,Lumen ja jään sulaminen,matkailu,kevät,auringonlasku,turistit,Lapin matkailu"}}</script><div class="aw-1a00tic efqrSE"><div class="aw-1qvmjke iZSzNK"><div class="aw-1njknqq jaRXHA"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcset="https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3283,w_5858,x_0,y_0/ar_1.7815533980582525,c_fill,g_faces,h_430,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1704984157/39-1226543659fd66318c85 2x, https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3283,w_5858,x_0,y_0/ar_1.7815533980582525,c_fill,g_faces,h_430,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1704984157/39-1226543659fd66318c85 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcset="https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3283,w_5858,x_0,y_0/ar_1.7815533980582525,c_fill,g_faces,h_356,w_636/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1704984157/39-1226543659fd66318c85 2x, https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3283,w_5858,x_0,y_0/ar_1.7815533980582525,c_fill,g_faces,h_356,w_636/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1704984157/39-1226543659fd66318c85 1x"/><img alt="Turistit ottavat kuvia Kemijoesta Rovaniemen keskustassa auringon laskiessa." src="https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3283,w_5858,x_0,y_0/ar_1.7777777777777777,c_fill,g_faces,h_431,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1704984157/39-1226543659fd66318c85" class="aw-1l9m598 kDMeTj"/></picture></div><div class="aw-45s348 rjAqP"><button aria-disabled="false" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonSecondary-sc-17sr1bx-2 kVAHoB jUvsxe"><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 fTwJAM yds-button__content">Avaa kuvien katselu</span></button></div></div></div><figcaption class="aw-kr26k0 gwXnFP"><span>Lapin matkailussa eletään kulta-aikaa, mutta nyt matkailumarkkinoinnin pelätään taantuvan.</span><span> Kuva: Juuso Stoor / Yle</span></figcaption></figure><div class="aw-1wk2icm cLQuDx"><div class="aw-qww0lc bXDRBg"><div class="aw-x5rn7a cuuZMC"><span class="aw-z7z0zi jvmail">Armi Auvinen</span></div></div></div><div class="aw-1hwlbbb dUitsS"><div class="aw-kzjed4 hdUrXi yle__article__date"><time class="aw-lsqctp iTvOCQ yle__article__date--published" datetime="2024-04-21T21:26:55+03:00">21.4. 21:26</time></div></div></header><section class="yle__article__content"><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Päätös leikata Visit Finlandin rahoitusta tuntuu myös Lapin matkailumarkkinoinnissa. Hallituksen kehysriihi päätti laskea matkailun edistämisen rahoitusta kahdella miljoonalla eurolla nykyisestä 9,8 miljoonasta eurosta.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Visit Rovaniemen toimitusjohtajan <strong class="aw-ak79eh fyQnLO yle__article__strong">Sanna Kärkkäisen</strong> mukaan leikkaukset vaikuttavat olennaisesti Lapin matkailumarkkinointiin ja ovat merkittävä takaisku koko Suomen kilpailukyvylle.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">– Tämä on isku vyön alle tilanteessa, jossa mennään Suomen maakuvaviestinnän kenties kiinnostavinta vaihetta, kun ottaa huomioon vaikkapa Naton, arktisuuden ja matkailun vahvan elpymisen pohjoisessa.</p><h2 class="sc-guDLey kEXXRR yle__article__heading yle__article__heading--2">”Jäämme jälkeen kilpailijoista”</h2><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Jos rahoitusta leikataan, Suomi ja Lappi jäävät matkailumarkkinoinnissa takamatkalle esimerkiksi muista naapurimaista.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">– Siellä budjetit ovat jo ennestään olleet aivan eri luokkaa kuin meillä. Meillä mennään nyt aivan päinvastaiseen suuntaan.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Ajankohta leikkauksille on Kärkkäisen mukaan kaikin puolin kriittinen.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">– Juuri kun on saatu matkanjärjestäjien katseita kiinnitetty Lapissakin ympärivuotiseen matkailuun, kesään ja syksyyn, niin on aika suuri pelko, että se kaikki työ valuu hukkaan, jos markkinointi kansallisella tasolla hiipuu.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Käytännössä Visit Finland on järjestänyt muun muassa kansainvälisiä Suomen matkailun markkinointitapahtumia.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">– Leikkaukset rampauttavat tekemistä kattotasolla, ei alueilla pärjätä kovin hyvin ilman sitä apua ja tukea, jota sieltä on saatu.</p><figure class="aw-u5oz0a OjLHE yle__article__figure"><script type="application/ld+json">{"@id":"74-20084592","@context":"https://web.archive.org/web/20240430022758/https://schema.org","image":{"@type":"ImageObject","description":"Visit Finlandin rahojen leikkaus tuntuisi Sanna Kärkkäisen mukaan erityisesti myös digitaalisuuden ja kestävän matkailun kehittämishankkeissa.","copyrightHolder":"Juuso Stoor / Yle","url":"https://web.archive.org/web/20240430022758/https://images.cdn.yle.fi/image/upload/ar_1.5001375515818431,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-1216519657c5b4359b3f","keywords":"Sanna Kärkkäinen,Lappi,Rovaniemi,Joulupukin pajakylä, Rovaniemi,Joulupukin Pajakylä,matkailu,nähtävyydet,toimitusjohtajat,Lapin matkailu"}}</script><div class="aw-1a00tic jbNpxI"><div class="aw-1qvmjke iZSzNK"><div class="aw-1njknqq jaRXHA"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcset="https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/ar_1.5001375515818431,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1702648917/39-1216519657c5b4359b3f 2x, https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/ar_1.5001375515818431,c_fill,g_faces,h_511,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1702648917/39-1216519657c5b4359b3f 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcset="https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/ar_1.5001375515818431,c_fill,g_faces,h_423,w_636/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1702648917/39-1216519657c5b4359b3f 2x, https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/ar_1.5001375515818431,c_fill,g_faces,h_423,w_636/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1702648917/39-1216519657c5b4359b3f 1x"/><img alt="Nainen katselee hirsisillalta Joulupukin pajakylän meininkiä." src="https://web.archive.org/web/20240430022758im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3066,w_5452,x_0,y_255/ar_1.7777777777777777,c_fill,g_faces,h_431,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1702648917/39-1216519657c5b4359b3f" class="aw-1l9m598 kDMeTj"/></picture></div><div class="aw-45s348 rjAqP"><button aria-disabled="false" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonSecondary-sc-17sr1bx-2 kVAHoB jUvsxe"><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 fTwJAM yds-button__content">Avaa kuvien katselu</span></button></div></div></div><figcaption class="aw-kr26k0 gwXnFP"><span>Visit Finlandin rahojen leikkaus tuntuisi Sanna Kärkkäisen mukaan erityisesti myös digitaalisuuden ja kestävän matkailun kehittämishankkeissa.</span><span> Kuva: Juuso Stoor / Yle</span></figcaption></figure><h2 class="sc-guDLey kEXXRR yle__article__heading yle__article__heading--2">Lisäpaineita kaupungin niskaan</h2><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Ylhäältä kavennettu rahoitus valuu Kärkkäisen mukaan paineeksi kaupungin ja yksittäisten yritysten niskaan.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">– Mikäli markkinaedustajia ei ole vara palkata, eivätkä he enää järjestä esimerkiksi matkanjärjestäjien myyntitilaisuuksia matkailuyrittäjille ja aluemarkkinointiyhtiöille säästösyistä, on markkinatieto haettava muista lähteistä ja myyntitilaisuudet järjestettävä Visit Rovaniemen omin varoin ja omin resurssein.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Se taas tarkoittaa lisää rahaa aluemarkkinoinnin rahakukkarosta ja tarvetta palkata lisää työvoimaa ja osaamista alueille.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Matkailumarkkinoinnin lopettaminen ei Kärkkäisen mukaan ole ratkaisu kireässäkään taloustilanteessa.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">– On riskialtista kuvitella, että esimerkiksi nykyinen pohjoisen talvimatkailun kaltainen menestystarina positiivisine tulo- ja työllisyysvaikutuksineen säilyisi ilman pätevää markkinointiviestintää ja kansainvälistä myyntisuhdeverkostoa.</p><h2 class="sc-guDLey kEXXRR yle__article__heading yle__article__heading--2">Samaan aikaan useita leikkauksia</h2><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Samaan aikaan Visit Finlandin leikkausten kanssa Lapissa on suunniteltu myös Lapin alueellisen markkinointi- ja viestintäyhtiön <a class="aw-iao6s4 fAvgdO yle__article__link" href="https://web.archive.org/web/20240430022758/https://yle.fi/a/74-20065681" role="link">House of Laplandin alasajoa.</a></p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Rovaniemellä matkailumarkkinointi on keskitetty Visit Rovaniemelle.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Muualla Lapissa kahden matkailumarkkinatoimijan yhtäaikaiset leikkaukset tuntuvat todennäköisesti vielä enemmän.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">– Tämä on sellainen asia, jota Lapin kuntien pitäisi yhdessä pohtia. Mihin resursseja tulevaisuudessa laitetaan, Kärkkäinen sanoo.</p><aside class="aw-hvvcsw iNjXTu yle__article__aside" aria-label="Faktalaatikko"><div class="aw-x2e1x8 cPqbjB"><div class="aw-10f13pq vjzkP"><h2 class="sc-guDLey kEXXRR yle__article__heading yle__article__heading--2">Huomautus kilpailu- ja kuluttajavirastolta</h2><div id=":R2uklim:" aria-hidden="true" class="aw-rhxsvz eaIpXL"><div tabindex="-1"><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Vuonna 2007 perustettu Visit Rovaniemi on Rovaniemen alueen matkailumarkkinointiyhtiö, jonka Rovaniemen kaupunki ja 225 osakasyritystä omistavat. Yhtiön tehtäviin kuuluvat matkailun alue-, imago-, ja tapahtumamarkkinointi, media ja PR-palvelut sekä matkailuneuvonta.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Kuntien osaomistamia matkailunedistämisyhtiöitä on myös muualla Lapissa. Esimerkiksi Visit Inari hoitaa sekä Inarin että Utsjoen matkailumarkkinointia. Aina yhtiöiden asema palveluiden tarjoajana ei ole yksinkertainen.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Kilpailu- ja kulttuurivirasto antoi maaliskuussa Inarin kunnalle huomautuksen <a class="aw-iao6s4 fAvgdO yle__article__link" href="https://web.archive.org/web/20240430022758/https://yle.fi/a/74-20077674" role="link">hankintalain rikkomisesta</a>. Kunta hankki matkailunedistämispalveluita Visit Inarilta kilpailuttamatta ilman lainmukaista suorahankintaperustetta. Tilanne on samanlainen myös Utsjoella. Kilpailu- ja kuluttajaviraston mukaan Utsjoki ei silti rikkonut lakia, sillä palvelujen vuotuinen arvo oli huomattavasti Inaria pienempi.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">Visit Rovaniemen kohdalla tilanne on kaupungin kansainvälisten asioiden päällikkö <strong class="aw-ak79eh fyQnLO yle__article__strong">Tuula Rintala-Gardinin</strong> mukaan toisenlainen. Hankintasopimus tehtiin aikanaan vuosille 2011–2015, jonka jälkeen sopimus on ollut voimassa toistaiseksi. Hankinta tehtiin kilpailuttamatta ilmoitusmenettelyllä Euroopan unionin viralliseen lehteen.</p><p class="aw-1gybjub aw-1p7kakr dvotnq kRlVjV yle__article__paragraph">– Hankinnasta ei saatu huomautuksia, joten sopimus Rovaniemen Matkailu ja Markkinointi Oy:n kanssa voitiin tehdä, Rintala-Gardin toteaa.</p></div></div><div class="aw-1a5ns0 dhPbaU"><div><button aria-disabled="false" aria-expanded="false" aria-controls=":R2uklim:" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonSecondary-sc-17sr1bx-2 kVAHoB jUvsxe"><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 fTwJAM yds-button__content">Avaa</span><span class="Buttonstyles__iconSize-sc-17sr1bx-4 Buttonstyles__IconWrapper-sc-17sr1bx-6 eSUmEI cDkaIG yds-button__icon"><svg width="24" height="24" viewbox="0 0 24 24" fill="none" aria-hidden="true" class="aw-cyminj eXgjfh"><path d="M5.293 9.293a1 1 0 0 1 1.414 0L12 14.586l5.293-5.293a1 1 0 1 1 1.414 1.414l-6 6a1 1 0 0 1-1.414 0l-6-6a1 1 0 0 1 0-1.414Z" 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Hallituksen kehysriihi päätti laskea matkailun edistämisen rahoitusta kahdella miljoonalla eurolla nykyisestä 9,8 miljoonasta eurosta.","type":"text"},{"text":"Visit Rovaniemen toimitusjohtajan **Sanna Kärkkäisen** mukaan leikkaukset vaikuttavat olennaisesti Lapin matkailumarkkinointiin ja ovat merkittävä takaisku koko Suomen kilpailukyvylle.","type":"text"},{"text":"– Tämä on isku vyön alle tilanteessa, jossa mennään Suomen maakuvaviestinnän kenties kiinnostavinta vaihetta, kun ottaa huomioon vaikkapa Naton, arktisuuden ja matkailun vahvan elpymisen pohjoisessa.","type":"text"},{"text":"”Jäämme jälkeen kilpailijoista”","level":2,"type":"heading"},{"text":"Jos rahoitusta leikataan, Suomi ja Lappi jäävät matkailumarkkinoinnissa takamatkalle esimerkiksi muista naapurimaista.","type":"text"},{"text":"– Siellä budjetit ovat jo ennestään olleet aivan eri luokkaa kuin meillä. Meillä mennään nyt aivan päinvastaiseen suuntaan.","type":"text"},{"text":"Ajankohta leikkauksille on Kärkkäisen mukaan kaikin puolin kriittinen.","type":"text"},{"text":"– Juuri kun on saatu matkanjärjestäjien katseita kiinnitetty Lapissakin ympärivuotiseen matkailuun, kesään ja syksyyn, niin on aika suuri pelko, että se kaikki työ valuu hukkaan, jos markkinointi kansallisella tasolla hiipuu.","type":"text"},{"text":"Käytännössä Visit Finland on järjestänyt muun muassa kansainvälisiä Suomen matkailun markkinointitapahtumia.","type":"text"},{"text":"– Leikkaukset rampauttavat tekemistä kattotasolla, ei alueilla pärjätä kovin hyvin ilman sitä apua ja tukea, jota sieltä on saatu.","type":"text"},{"displayStyle":"normal","alt":"Nainen katselee hirsisillalta Joulupukin pajakylän meininkiä.","source":"Juuso Stoor \u002F Yle","aspect":1.5001375515818431,"caption":"Visit Finlandin rahojen leikkaus tuntuisi Sanna Kärkkäisen mukaan erityisesti myös digitaalisuuden ja kestävän matkailun kehittämishankkeissa.","id":"39-1216519657c5b4359b3f","type":"image","alts":[{"language":"fin","value":"Nainen katselee hirsisillalta Joulupukin pajakylän meininkiä."}],"blurhash":"LBF#%h?Ht,%g~q-=t7Rj0|x]Dhof","tags":[{"label":[{"language":"eng","value":"Sanna Kärkkäinen"},{"language":"fin","value":"Sanna Kärkkäinen"},{"language":"swe","value":"Sanna Kärkkäinen"}],"extId":"18-323422"},{"label":[{"language":"eng","value":"Lapland Province"},{"language":"fin","value":"Lappi"},{"language":"sme","value":"Lappi"},{"language":"swe","value":"Lappland"}],"extId":"18-148152"},{"label":[{"language":"fin","value":"Rovaniemi"},{"language":"swe","value":"Rovaniemi"}],"extId":"18-186749"},{"label":[{"language":"eng","value":"Santa Claus Village, Rovaniemi"},{"language":"fin","value":"Joulupukin pajakylä, Rovaniemi"},{"language":"swe","value":"Jultomtens by, Rovaniemi"}],"extId":"18-314984"},{"label":[{"language":"eng","value":"Santa Claus Village"},{"language":"fin","value":"Joulupukin Pajakylä"},{"language":"swe","value":"Santa Claus Village"}],"extId":"18-127940"},{"label":[{"language":"eng","value":"travel"},{"language":"fin","value":"matkailu"},{"language":"rus","value":"туризм"},{"language":"sme","value":"turisma"},{"language":"swe","value":"turism"}],"extId":"18-206851"},{"label":[{"language":"fin","value":"nähtävyydet"},{"language":"swe","value":"sevärdheter"}],"extId":"18-217778"},{"label":[{"language":"fin","value":"toimitusjohtajat"},{"language":"swe","value":"verkställande direktörer"}],"extId":"18-214396"},{"label":[{"language":"eng","value":"Lapland Travels"},{"language":"fin","value":"Lapin matkailu"},{"language":"swe","value":"Lapplandsresor"}],"extId":"18-316880"}],"copyright":[{"language":"und","value":"Juuso Stoor \u002F Yle"}],"crops":[{"name":"16:9","aspect":1.78,"coordinates":{"x":0,"y":255,"width":5452,"height":3066}},{"name":"2:3","aspect":0.67,"coordinates":{"x":868,"y":0,"width":2423,"height":3635}},{"name":"1:1","aspect":1,"coordinates":{"x":341,"y":0,"width":3635,"height":3635}}],"height":3635,"licence":{"id":"6","name":[{"language":"und","value":"Yle"}],"properties":[]},"version":"1702648917","width":5453,"recommendedFormat":"jpg"},{"text":"Lisäpaineita kaupungin niskaan","level":2,"type":"heading"},{"text":"Ylhäältä kavennettu rahoitus valuu Kärkkäisen mukaan paineeksi kaupungin ja yksittäisten yritysten niskaan.","type":"text"},{"text":"– Mikäli markkinaedustajia ei ole vara palkata, eivätkä he enää järjestä esimerkiksi matkanjärjestäjien myyntitilaisuuksia matkailuyrittäjille ja aluemarkkinointiyhtiöille säästösyistä, on markkinatieto haettava muista lähteistä ja myyntitilaisuudet järjestettävä Visit Rovaniemen omin varoin ja omin resurssein.","type":"text"},{"text":"Se taas tarkoittaa lisää rahaa aluemarkkinoinnin rahakukkarosta ja tarvetta palkata lisää työvoimaa ja osaamista alueille.","type":"text"},{"text":"Matkailumarkkinoinnin lopettaminen ei Kärkkäisen mukaan ole ratkaisu kireässäkään taloustilanteessa.","type":"text"},{"text":"– On riskialtista kuvitella, että esimerkiksi nykyinen pohjoisen talvimatkailun kaltainen menestystarina positiivisine tulo- ja työllisyysvaikutuksineen säilyisi ilman pätevää markkinointiviestintää ja kansainvälistä myyntisuhdeverkostoa.","type":"text"},{"text":"Samaan aikaan useita leikkauksia","level":2,"type":"heading"},{"text":"Samaan aikaan Visit Finlandin leikkausten kanssa Lapissa on suunniteltu myös Lapin alueellisen markkinointi- ja viestintäyhtiön [House of Laplandin alasajoa.](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20065681)","type":"text"},{"text":"Rovaniemellä matkailumarkkinointi on keskitetty Visit Rovaniemelle.","type":"text"},{"text":"Muualla Lapissa kahden matkailumarkkinatoimijan yhtäaikaiset leikkaukset tuntuvat todennäköisesti vielä enemmän.","type":"text"},{"text":"– Tämä on sellainen asia, jota Lapin kuntien pitäisi yhdessä pohtia. Mihin resursseja tulevaisuudessa laitetaan, Kärkkäinen sanoo.","type":"text"},{"behaviour":"collapsed","content":[{"text":"Huomautus kilpailu- ja kuluttajavirastolta","level":2,"type":"heading"},{"text":"Vuonna 2007 perustettu Visit Rovaniemi on Rovaniemen alueen matkailumarkkinointiyhtiö, jonka Rovaniemen kaupunki ja 225 osakasyritystä omistavat. Yhtiön tehtäviin kuuluvat matkailun alue-, imago-, ja tapahtumamarkkinointi, media ja PR-palvelut sekä matkailuneuvonta.","type":"text"},{"text":"Kuntien osaomistamia matkailunedistämisyhtiöitä on myös muualla Lapissa. Esimerkiksi Visit Inari hoitaa sekä Inarin että Utsjoen matkailumarkkinointia. Aina yhtiöiden asema palveluiden tarjoajana ei ole yksinkertainen.","type":"text"},{"text":"Kilpailu- ja kulttuurivirasto antoi maaliskuussa Inarin kunnalle huomautuksen [hankintalain rikkomisesta](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20077674). Kunta hankki matkailunedistämispalveluita Visit Inarilta kilpailuttamatta ilman lainmukaista suorahankintaperustetta. Tilanne on samanlainen myös Utsjoella. Kilpailu- ja kuluttajaviraston mukaan Utsjoki ei silti rikkonut lakia, sillä palvelujen vuotuinen arvo oli huomattavasti Inaria pienempi.","type":"text"},{"text":"Visit Rovaniemen kohdalla tilanne on kaupungin kansainvälisten asioiden päällikkö **Tuula Rintala-Gardinin** mukaan toisenlainen. Hankintasopimus tehtiin aikanaan vuosille 2011–2015, jonka jälkeen sopimus on ollut voimassa toistaiseksi. Hankinta tehtiin kilpailuttamatta ilmoitusmenettelyllä Euroopan unionin viralliseen lehteen.","type":"text"},{"text":"– Hankinnasta ei saatu huomautuksia, joten sopimus Rovaniemen Matkailu ja Markkinointi Oy:n kanssa voitiin tehdä, Rintala-Gardin toteaa.","type":"text"}],"type":"aside"}],"subjects":[{"description":{"fi":"liikkuminen pitkän etäisyyden päähän; turismi","sv":"förflyttning av människor emellan geografiska platser","en":"movement of people between geographical locations","ru":null,"se":null},"exactMatch":["freebase:\u002Fm\u002F014dsx","finto:http:\u002F\u002Fwww.yso.fi\u002Fonto\u002Fkoko\u002Fp59093","finto:http:\u002F\u002Fwww.yso.fi\u002Fonto\u002Fkoko\u002Fp34088","leiki:focus100k_na_24612","finto:http:\u002F\u002Fwww.yso.fi\u002Fonto\u002Fkoko\u002Fp37630","freebase:\u002Fm\u002F07bxq","leiki:focus100k_na_2333","wikidata:Q49389","wikidata:Q61509"],"updated":"2022-10-02T20:45:50+03:00","alternativeIds":["18-131338","18-22688","18-270618","18-204821","18-218335","18-35136","18-18674","18-8446","18-35615","18-17","18-218395","18-2061","18-210301"],"title":{"fi":"matkailu","sv":"turism","en":"travel","ru":"туризм","se":"turisma"},"types":["MainConcept","Concept","YleNews","RecommendationCategory","YleSápmi","YleNovosti"],"id":"18-206851","contentHits":18500},{"description":{"fi":"Lapin matkailu tarkoittaa matkailua, joka suuntautuu kotimaasta ja ulkomailta Suomen Lappiin. Suomen Lappia on pyritty jakamaan Perämeren rannikon Meri-Lappiin ja pohjoiseen Tunturi-Lappiin. Usein Kuusamo ja sen lentoasema lasketaan mukaan Lapin matkailuun, vaikka Kuusamo sijaitsee Pohjois-Pohjanmaan maakunnan puolella. Lapin matkailulle on ominaista voimakas sesonkiluonteisuus.","sv":"Lapplands län","en":null,"ru":null,"se":null},"exactMatch":["wikidata:Q18691302","leiki:focus100k_na_725082"],"updated":"2021-04-21T16:00:15+03:00","alternativeIds":["18-42766"],"title":{"fi":"Lapin matkailu","sv":"Lapplandsresor","en":"Lapland Travels","ru":null,"se":null},"types":["Concept"],"id":"18-316880","contentHits":613},{"description":{"fi":"Suomen kaupunki, joka sijaitsee napapiirin tuntumassa Kemijoen ja Ounasjoen yhtymäkohdassa Lapin maakunnassa. Rovaniemen maalaiskunnan kanssa vuoden 2006 alussa yhdistynyt Rovaniemi on Suomen 15. suurin kaupunki väestömäärältään ja Euroopan suurin kaupunki pinta-alaltaan. \nRovaniemen naapurikunnat ovat pohjoisessa Kittilä ja Sodankylä, lännessä Kolari, Pello ja Ylitornio, etelässä Tervola, Ranua ja Posio ja idässä Kemijärvi ja Pelkosenniemi.","sv":"stad belägen vid Ounasjokis utflöde i Kemi älv i landskapet Lappland i Finland. Rovaniemi har cirka 61 861 invånare. Rovaniemi stad och Rovaniemi landskommun sammanslogs den 1 januari 2006. 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Visit Finland kokoaa tietoa erityisesti matkailun markkinoinnin sekä tuotteiden ja palveluiden kehittämisen avuksi. Tehtävänä on myös tukea yrityksiä viemään ulkomaille tuotteitansa ja palvelujaan. Visit Finlandin toiminta rahoitetaan valtion budjetista. Visit Finlandin johtajana toimii Kristiina Hietasaari.","sv":"Visit Finland är Finlands offentliga organisation för turistfrämjande.\nVisit Finland är en del av det statliga företaget Finpro, vilket företag innefattar exportfrämjande, investeringsfrämjande och turistfrämjande. Visit Finland övertog 2015 de uppgifter som Centralen för turistfrämjande tidigare haft.","en":"Turistfrämjandeorganisation i Finland","ru":null,"se":null},"exactMatch":["wikidata:Q41091232"],"updated":"2023-06-13T13:21:16+03:00","alternativeIds":[],"title":{"fi":"Visit Finland","sv":"Visit Finland","en":"Visit Finland","ru":null,"se":null},"types":["Concept"],"id":"18-351173","contentHits":16},{"description":{"fi":"Matkustaminen","sv":"Resande","en":null,"ru":null,"se":null},"exactMatch":["leiki:focus100k_na_179882"],"updated":"2020-08-11T11:07:26+03:00","alternativeIds":[],"title":{"fi":"Visit Finland (Matkailun edistämiskeskus)","sv":"Visit finland (Centralen för turistfrämjande)","en":"Visit Finland (Finnish Tourist Board)","ru":null,"se":null},"types":["Concept"],"id":"18-61420","contentHits":179},{"description":{"fi":"Suomen kunta, joka sijaitsee Lapin maakunnassa. Kunnassa asuu 1 247 ihmistä. Utsjoen ainoa suomalainen naapurikunta on Inari. Pohjoisessa Utsjoki rajoittuu Norjaan, missä rajakuntina ovat Kaarasjoki, Teno ja Uuniemi. Utsjoki on sekä Suomen että Euroopan unionin pohjoisin kunta, ja Euroopan unionin pohjoisin piste on merkitty myös muistokivellä. Utsjokilaakso on valittu erääksi Suomen kansallismaisemista ja se on myös yksi valtakunnallisesti arvokkaista maisema-alueista Suomessa.","sv":"kommun i Lappland i Finland. Utsjoki kommun har 1 248 invånare. 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