Greetings from Lapland by Chef and Entrepreneur Sirly Ylläsjärvi: Positive News from the North

Greetings from Lapland by Chef and Entrepreneur Sirly Ylläsjärvi: Positive News from the North

Recently, Finland has been overshadowed by dark clouds. Rising interest rates and economic challenges have put pressure on businesses, and many sectors are struggling. The restaurant industry, too, has faced difficulties, and the number of bankruptcies has increased. However, there is a glimmer of hope from Lapland that I want to share with you – positive news from this remote region, which doesn’t get enough attention.

Despite talk of declining tourism across Finland, the situation in Lapland looks different. We are expecting a record-breaking winter! New direct flights have been added, and sales began unusually early this year, already in May. Typically, the peak sales period is in October. I have closely monitored developments in our area, and I haven’t heard of a single bankruptcy. Restaurants are operating well, and new ones are opening from time to time. Construction is still going strong, and significant projects are launched annually.

While all of this sounds positive, it’s certainly not easy. Our sales are heavily dependent on seasons, and a lot of hard work is required. However, in Lapland, we have a strong work ethic and aren’t afraid of hard work. My three restaurants have also performed well, and we have managed to maintain high customer satisfaction. Taking good care of our guests is essential to us, and fulfilling their dreams is something we work tirelessly towards.

Lapin Kansa recently reported: "Lapland produces over seven percent of Finland’s exports, although the population of Lapland makes up only three percent of the country’s total – it’s time to stop calling Lapland a burden." Furthermore, YLE reported that tourism brings around 290 million euros in revenue to Fell Lapland. Kittilä’s share is nearly 150 million euros, Kolari generates about 72 million, Muonio 42 million, and Enontekiö 26 million euros.

Here in Lapland, we have strong faith in the future, and we are working hard to ensure that this beautiful region continues to thrive in the years to come.

I have personally decided to focus on delivering high-quality services. Over the years, I have built relationships and promoted Lapland as a luxury destination. But what does luxury mean in today’s world? It’s about an authentic environment, safe and reliable service, and memorable experiences. In Lapland, anyone can lower their defenses and find peace. Children can play outside without constant supervision, and people can focus on creating memories they can cherish during everyday life.

Material things may no longer be as valued as they once were – nowadays, people dream more about experiences and adventures. I have been able to create these unique moments for my customers, which is something I take great pride in. Every adult knows how difficult it is to recreate the same feelings or memories we had as children – the smell of the Christmas tree, summer vacations, or a certain meal. These memories remain vivid from my own childhood.

I aim to create similar emotions and experiences for adults. I want to offer our guests the chance to experience those authentic and heartfelt moments that leave a lasting impression.

All in all, I want to spread the message of positive winds blowing in Lapland. I warmly welcome you all to Ylläs and Lapland. We are here – for you!