Rovaniemi is set to get its own Moomin-themed attraction. It will be located at the Arctic Circle in the Santa Claus Village area, one of the city’s most popular tourist destinations: in 2025, nearly 800,000 visitors came to the area.
Muumimaailma Oy sees Rovaniemi as an attractive destination, particularly because of its strong tourism status and international recognition.
“The city has a strong position among international travelers, and at the same time it has a clear goal of increasing summer tourism. Muumimaailma - Moominworld brings with it an internationally recognized and appealing brand that supports the goal of year-round tourism,” says Tim Livson, Chairman of the company’s Board.
During the summer season, the company also sees potential in the destination for domestic tourists, for whom a trip to Naantali may be too long.
The Moomin attraction at the Arctic Circle would be a smaller-scale entity than the theme park in Naantali. Accommodation would be included as part of the destination, with some of it designed around a Moomin theme.
Rovaniemi’s Mayor, Ulla-Kirsikka Vainio, warmly welcomes the Moomins to the north.
“We are truly delighted to have the Moomins in Rovaniemi. We are very proud of Santa Claus. The Moomins are kind-hearted so the characters fit perfectly here. The Moomins represent exactly what people come to Rovaniemi for and what the world needs right now: joy and hope for everyone, especially for children.”
“Santa Claus and the Moomins are Finland’s most internationally recognized tourism brands. We want to strengthen Rovaniemi’s appeal outside the winter season, and Muumimaailma Oy brings valuable expertise and experience in summer tourism to Rovaniemi,” Vainio continues.
The implementation of the Moomin destination is planned to take place in phases over several years. At best, visitors could meet Moomin characters in Rovaniemi as early as the coming winter season.
“The goal is to move forward as quickly as possible, within the constraints of permits and construction,” says CEO Tomi Lohikoski.
On Monday March 16, the Rovaniemi City Board reserved an area in Santa Claus Village for Muumimaailma Oy. The decision is not yet legally binding.
Muumimaailma Oy is a family-owned theme park that began operations in 1993 in Naantali. The Moominworld park attracts approximately 150,000–200,000 visitors annually during the summer season, about 20 percent of whom are international guests. In addition, through its subsidiary, Muumimaailma produces over a hundred Moomin appearances annually across Finland. The company aims to expand its operations both domestically and in the Nordic countries through new visitor destinations.