New Helsinki group wants to bring more people downtown

A new Helsinki association wants to attract more people to the city centre throughout the year through culture, events and joint promotion, Yle reports.

Jannica Aalto, who has started as executive director of Helsingin Ydin ry, said the association was established in June to develop the city centre. Its members include the City of Helsinki, property owners and businesses.

Aalto said the centre needed stronger marketing and closer cooperation. Online shopping and home delivery have increased competition, while activity in the central districts typically drops after the busy summer months. She said Helsinki needed both a stronger everyday flow of visitors and large events that could draw crowds.

She cited the opening of the Christmas Street and Lux Helsinki as examples of events that bring people downtown in autumn and winter. Aalto also called for information about the city centre’s varied events to be gathered in one easily accessible place.

Attracting more domestic and international tourists is another priority, she said. Helsinki has potential to grow its summer tourism, with the city recording nearly 600,000 overnight stays in July, a record. Aalto also wants to encourage visitors vacationing in Lapland during winter to travel to Helsinki.

Aalto said young people and families with children are important to the centre’s future. Families can find it difficult to locate suitable activities, including playgrounds, she said, adding that children who do not spend time downtown may be less likely to do so as young people.

She listed the city centre’s historic value, major retailers and cultural institutions such as museums among its strengths.