Moomin theme park approved for Rovaniemi despite secrecy concerns

A second official Moomin World attraction is set to open in Rovaniemi after the city allocated land in the Santa Claus Village area without public tender, reports Finnish broadcaster Yle. The decision has raised questions among local entrepreneurs, though city officials defend it as a strategic move for tourism.

The Rovaniemi City Board reserved a 2.5-hectare plot in Pajakylä for Moomin World Ltd on Monday, with the decision only made public after the board meeting. Unlike other plots in the area, the land was not opened for competitive bidding—a process that has surprised businesses hoping to secure long-term leases.

Veronika Butinova, owner of the Bearhill Husky safari company, said her business had been awaiting the same plot for expansion but was told by the city it would not be available. “We knew the plot was becoming free, but the city said it wasn’t up for application,” she told Yle.

City Board Chair Susanna Viitala justified the direct allocation, stating that a Moomin-themed attraction aligns with Rovaniemi’s economic policy to boost year-round and summer tourism. “This project complements the event services in Pajakylä,” she said, adding that the decision had unanimous political support. The matter was kept confidential on the meeting agenda under public records exemptions, with Viitala explaining that sensitivity around business secrets required discretion until a final decision was reached.

While some local operators question the fairness of the process, Butinova clarified that her objection was not to the Moomin brand itself. “We have nothing against the Moomins coming,” she said.

The planned park, roughly half the size of the original Moomin World in Naantali, will emphasize Arctic themes but will not feature Moomin characters alongside Santa Claus, according to Moomin World Ltd CEO Tomi Lohikoski. “The principle is that Moomins do not appear with other fairy-tale figures like Santa,” he said. Details on whether the park will include a Moominhouse remain undisclosed.

Seasonal challenges may shape the park’s design. Unlike the summer-only Naantali site, Rovaniemi’s extreme winters—where temperatures can deter outdoor activities—could require more indoor facilities. Antti Nikander, development manager for the Santa Claus Village cooperative, noted that visitor numbers drop sharply outside peak winter and summer seasons. “Lapland’s winter can be surprisingly colorful, but in severe cold, customers won’t want to stay outside,” he said.

Lohikoski acknowledged that year-round operation is a long-term goal but emphasized summer tourism as the initial focus. “We want to help develop summer travel, especially for Finnish families with children,” he said.

Rovaniemi previously hosted a short-lived Moomin attraction: the Moomin Snowcastle, a snow sculpture park that melted prematurely in 2019 after a warm winter. The new park’s concept remains under development, with no opening date announced.