How I Became a Lapland Guide – and Why I Do It Differently?

If someone had told me years ago that I would one day guide people ice fishing in silence, hiking through snowy landscapes, or chasing the Northern Lights, I probably wouldn’t have believed them.

And yet—here I am.

This wasn’t a plan. It was more like a direction life slowly guided me toward.

It Started with People – Not Tourism

I was born in 1981 in Posio, a small municipality near Rovaniemi.

Places like Riisitunturi and Korouoma weren’t “destinations” to me—they were part of everyday life. We went there as a family to hike, fish, and pick berries. Back then, it was completely normal to spend an entire day in nature without seeing another person.

Today, those same places attract tens of thousands of visitors each winter.

As a kid, it never crossed my mind that I could one day make a living by bringing travelers to these exact locations.

Studies, Parliament, and a Completely Different Path

My journey didn’t start in tourism. I studied media-oriented primary school teaching as well as public law at university. I also worked in the public sector, including at the Finnish Parliament House in Helsinki.

It was a world that taught me a lot—about structure, responsibility, and society.

But at the same time, media started pulling me in a different direction.

Media Changed Everything

I founded a travel media platform called LaplandNews, which gradually evolved into a marketing agency focused on video production.

Over the past 12 years, I’ve created content and marketing for numerous tourism companies in Lapland.

From that perspective, I’ve seen up close:

• what works

• what doesn’t

• what stays in a customer’s memory

• and what is forgotten immediately

I learned what a truly great customer experience looks like.

And perhaps more importantly:
I learned how travelers should be treated.

30 Years as a DJ Taught Me More Than You’d Expect

At the same time, I’ve worked as a DJ for over 30 years—15 of those years for international audiences here in Lapland.

It taught me something essential:
people are different, but a great feeling is a universal language.

When I meet guests on a tour, I quickly sense:

• who wants silence

• who wants stories

• who wants to laugh and connect

And I shape the experience accordingly.

This isn’t scripted. It’s about reading people.

Slowly Moving into Tourism

While working with tourism companies, they also got to know me.

I often said:
“If you ever need help, I can step in.”

Eventually, I did.

I started guiding, helping with operations, and later worked as the Chief Operating Officer of a larger local safari company.

That gave me a view behind the scenes:

• how things really work

• where things go wrong

• and where truly great experiences are created

Why I Started Creating My Own Tours

The honest answer?

Because I saw too many experiences that were just… “okay.”

Not bad. But not memorable either.

Large groups.
Tight schedules.
The same routine repeated every day.

And I thought:
this can be done better.

The Kind of Tourism I Want to Create

I’ve seen tourism grow rapidly in Lapland.

And as a local, I’ve had to ask myself:
what kind of tourism feels right to be part of?

For me, the answer is clear:

• no mass tourism

• no rushing

• no conveyor-belt experiences

Instead:

• small groups

• authentic moments

• space to breathe and truly experience

Tourism that respects both nature and local life.

What a Guide Actually Does (What You Don’t See)

Many people think a guide simply takes you from one place to another.
In reality, it’s much more:

• reading the weather

• ensuring safety

• managing group dynamics

• anticipating situations
  

And sometimes:

• changing plans on the spot

• creating new experiences in the moment

The best days aren’t always the ones planned perfectly.

They’re the ones that happen naturally.

And Now – It All Comes Together

In November 2026, I decided it was time to do this my own way.

To build something that combines:

• local knowledge

• experience in tourism

• understanding of people

• and a desire to do things better

I never imagined I would guide ice fishing trips or Northern Lights tours.

Even though both have been part of my life for as long as I can remember.

But maybe that’s exactly why this feels right.

If You’re Thinking About Visiting Lapland

The short answer: yes, you should.
But the longer answer matters more:
Your experience in Lapland is not just about what you do.
It’s about who you experience it with.

👉 If you’d like to experience Lapland in a small group, without rush and without the feeling of mass tourism, you can explore my tours.

Or simply send me a message—I’m happy to help you plan the right experience for you.