Why I Founded Arctic Safari Guides

Most people travel to Lapland dreaming about the same things. They want to see the Northern Lights dancing across the sky, walk through snow-covered forests, meet Santa Claus, and experience the magic of an Arctic winter.

What many visitors don't realise is that the people guiding the experience often make the biggest difference. A beautiful destination may create a great photograph, but a great guide creates memories that last a lifetime. That's one of the main reasons why I founded Arctic Safari Guides.

Lapland Has Always Been Home

I was born in Posio, a small municipality in Finnish Lapland. Long before places like Riisitunturi National Park and Korouoma Canyon became internationally known attractions, they were simply places where my family spent time together. We hiked, fished, picked wild berries, and enjoyed nature without ever imagining that people would one day travel from the other side of the world to experience these same landscapes.

For me, Lapland was never a destination—it was simply home. The forests, lakes, rivers, and fells shaped the way I see nature, and they continue to inspire the experiences we create today.

What Tourism Taught Me

I've worked in Lapland's tourism industry for more than 13 years. During that time, I worked my way up to become the Chief Operating Officer of one of Lapland's largest safari companies, gaining valuable experience in operations, leadership, and customer service.

It was an incredible opportunity, but it also taught me something important. The moments I enjoyed most were never the ones spent in meetings or behind a computer. They were the moments outdoors with guests—helping someone catch their first fish, watching a family meet Santa Claus, standing together beneath the Northern Lights, or sharing stories around a campfire after a day in the wilderness.

Those were the moments that reminded me why I had entered the tourism industry in the first place.

Why I Decided to Do Things Differently

Lapland has become one of the world's most popular winter destinations, and that's wonderful for our region. Tourism brings opportunities for local communities and allows visitors from around the world to discover this incredible part of Finland.

At the same time, rapid growth has changed the industry. Too often, visitors find themselves moving from one attraction to another on a tight schedule, spending more time watching the clock than truly experiencing Lapland. Large groups, rushed itineraries, and limited interaction with guides have become increasingly common.

I realised there was room for something different.

In autumn 2025, I decided to leave the corporate side of tourism and build a company around the kind of experiences I personally believe in—not bigger experiences, but better ones. Experiences where guests have time to slow down, ask questions, enjoy nature, and connect with the place they're visiting.

The Arctic Safari Guides Philosophy

Although Arctic Safari Guides has grown beyond just one guide, the philosophy has remained exactly the same.

Every experience we organise is built around a few simple principles: small groups whenever possible, relaxed pacing, experienced local guides, genuine hospitality, safety, and authentic connections with Arctic nature and local culture.

I believe visitors deserve more than simply being shown famous places. They deserve to understand why those places matter, hear the stories behind them, and experience Lapland through the eyes of people who call it home.

More Than Just a Tour

Alongside tourism, I'm also the founder of Evigo Oy, a media production company specialising in photography, video production, and storytelling. That creative background influences many of our experiences, where atmosphere, light, and timing are often just as important as the destination itself.

Professional photography is included in many of our tours because I want guests to focus on enjoying the moment rather than worrying about taking the perfect picture. Some of the best memories happen when you're fully present.

Family, Nature & Lapland

When I'm not working, I spend time with my partner Saana, our children, and our two cats here in Rovaniemi. Like many local families, we enjoy fishing, hiking, sitting around a campfire, and exploring nature throughout the year. These aren't activities I do only as a guide—they're simply part of everyday life in Lapland.

Welcome to Lapland

If you're planning a trip to Lapland, I'd like to invite you to experience it a little differently.

Take your time. Ask questions. Listen to the stories. Enjoy the silence of the forests and the warmth of a campfire.

Because the best Lapland experiences aren't measured by how many places you visit. They're measured by the memories you take home and the stories you'll still be telling years later.

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