Rovaniemi is an Arctic hometown, the home of northern magic and Arctic know-how. Rovaniemi is a dynamic and growing city, with a diverse, strong business structure. The city has a highly-educated workforce willing to commit themselves on offer, with high-quality services and expertise. In proportion to the rest of the population (60,000), the number of creative professionals in Rovaniemi is the third highest in Finland. Rovaniemi is the logistical hub of Northern Finland and is a route to the markets of Northern Europe and Northwest Russia. The effective infrastructure and excellent transportation connections to anywhere in the world guarantee excellent preconditions for success. Because of the excellent transport and traffic connections, important authorities and great services, Rovaniemi is an excellent base for operations for other parts of Lapland and the whole of North Calotte. Rovaniemi has a quality of life that provides a solid foundation for productive creativity. Within this rich operations environment, both people and businesses are able to develop their potential. As the capital of Lapland, Rovaniemi attracts operators in the trade sector. The population base of the province itself, outside of customers and tourism, are all aspects that contribute to the growth of purchasing power in the region. With improved purchasing power, the supply in the sector has increased and the status of Rovaniemi as a trade centre has further improved with the introduction of new trade projects. Rovaniemi is a unique tourist destination and an international centre of tourism. The city is home to a vibrant concentration of tourist businesses, with networks in place that enable them to operate in other areas of Lapland. There is extensive education in the field of tourism in the city, including the multidisciplinary research on tourism performed by the universities. The local know-how regarding the experience industry is at the top level of the European scale.