Abstract
Rovaniemi in Finnish Lapland is the self-proclaimed ‘official home of Santa Claus.’ However, in recent years, after several warm and snowless season starts, Christmas tourism businesses have expressed concern about the future of the region's winter tourism industry. This paper examines the challenges of winter tourism operators to adapt to changing environmental conditions by surveying the responses of tourists to potential changes in winter conditions. In the light of climate change projections, maintaining the attractive image of a snow-covered winter wonderland may become impossible. Results indicate that tourists react negatively to estimated changes and planned adaptation mechanisms. This situation may force tourism entrepreneurs and destination managers to reconsider the consequences of current adaptation strategies and develop new attractions and marketing strategies in order to attract new markets and/or rebrand the destination.
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