Analysis: Oulu unveils its Capital of Culture programme – the reaction is not “wow”, but “this is it”

The Oulu Capital of Culture year, years in the making, has been longing for something concrete. The first programme release does not take away the longing.

The attractions that are expected to attract 2.5 million visitors to the North next year do not stand out. The list includes interesting details such as the visiting exhibitions of Fotografiska in Tallinn and Kiasma in Helsinki, and the world premiere of the Sámi opera in Oulu. But there is more to hope for.

Not that ageing world stars are a blessing in disguise for attracting people, but a name recognisable to the general public might help? If a traveller has a shorter trip to Tallinn or even Stockholm’s Fotografis, why not just go there?

The Oulu programme is rich and widespread. That’s good. There are some seemingly obtrusive mentions, such as the completion of the renovation of the main library and the opening of the new museum and science centre. A new children’s cultural centre will also open in the main library, which was already mentioned during the Oulu application process. Wouldn’t the renovations and openings have happened without the ECOC?

The program also includes a lot of events around the provinces and small towns in the north. There are enough things to experience for every day of the year, but does Oulu’s program attract international visitors?

If the now published program does not convince, there are still opportunities to influence. The last program search is open until August and the final Oulu2026 software will be announced in September.

Let’s hope that in two years I can write a thank you note about a glorious year. Because success is also possible with people and enthusiasm. We also hope that there will be more answers and wow factors this autumn.