Kajaani University of Applied Sciences and Pohjolan Matka: Successful Collaboration Brings “Elves” to TUI UK Charter Groups
In early spring 2025, as TUI Netherlands concluded its first charter flight series to Kajaani, the first hopes emerged of attracting visitors from the United Kingdom to the Kainuu region. Following the success of the Dutch flights, more good news arrived: TUI UK confirmed that, for the first time ever, it would bring tourists to Kainuu in December 2025.
British travelers value peaceful surroundings, snowy landscapes, diverse winter activities, and of course, the chance to meet Santa Claus. These trips are often multigenerational, with entire families traveling together—children, parents, and grandparents alike.
Kainuu has been marketed internationally to TUI and other tour operators under the Arctic Lakeland Kainuu brand, which has proven effective. The region’s inclusion on international tour operator destination lists has also been significantly supported by the Arctic Lakeland Charter project.
Bringing the Elves Along
TUI UK will operate flights to Kainuu twice a week in December—on Wednesdays and Sundays. Travel packages include flights, airport transfers, accommodation, tasters of various winter activities, and a shared Festive Finale evening, where guests gather to enjoy good food and a warm atmosphere before returning home.
Guests can also purchase optional excursions, including husky and reindeer sleigh rides or snowmobile safaris. Accommodation options include hotels in Kajaani or Vuokatti. Pohjolan Matka acts as TUI UK’s local DMC (Destination Management Company) partner, providing a wide range of ground services.
Throughout the trip, TUI UK guests are looked after by dedicated guides—affectionately referred to as “elves.” When news of TUI UK’s arrival reached Kainuu, Djurdjica Slijepcevic, Sales Manager for DMC services at Pohjolan Matka, began recruiting these elves alongside other preparations.
Their responsibilities include welcoming and entertaining guests, assisting them throughout their stay, ensuring safety, and maintaining a joyful Christmas spirit. One key recruitment channel proved to be Kajaani University of Applied Sciences, particularly its tourism (hospitality management) students.
“When we learned about the need for elves, we held a joint meeting with Pohjolan Matka to review the job description and the skills required. In spring 2025, we sent a job announcement to all tourism students outlining the expectations and opportunities the role offers. We also organized a joint Teams information session with Pohjolan Matka,”
explains Mika Pietarinen, Senior Lecturer in Tourism at Kajaani University of Applied Sciences.
Students then submitted their applications to Pohjolan Matka, where they were reviewed and selected candidates were invited for interviews. Once chosen, the elves signed both internship and employment contracts. The response was strong, and ultimately six students from the international degree program were selected for the roles.
A Recruitment Process That Became a Learning Journey
The recruitment process proved both valuable and educational for Kajaani University of Applied Sciences. For the selected students, the elf role also contributes toward their mandatory internship requirements.
According to Pietarinen, the collaboration with Pohjolan Matka was smooth and flexible. This marked the first time the two organizations engaged in deeper cooperation, although some students had previously completed internships with the company.
“Now we’re eagerly waiting for proper snowfall and the elves’ training days, when their roles will become even clearer. Collaborations like this are extremely valuable for both the institution and the students,” Pietarinen adds.
Stay tuned and follow the elves’ training and their experiences with Kainuu’s winter activities on social media: @pohjolanmatka and @kajaaniamk.