Oulu placed fourth in an attraction and retaining study among Finland’s ten largest cities
Oulu is the fourth most attractive city among new potential residents according to the Vetovoima&Pitovoima 2026 study by Reputation and Trust Analytics. Only Tampere, Kuopio, and Turku placed higher than Oulu.
The Vetovoima&Pitovoima 2026 study measured regional reputation and attraction force of Finland’s largest cities among potential residents, and regional reputation and retention force among current residents. Oulu’s retaining force received a very good grade from its citizens, and potential residents evaluated Oulu’s attraction to be strong.
Total impression on Oulu is good among citizens
Total impressions on Oulu are good (3.59) among Oulu’s residents; it has risen since the previous measurement (3.47). Oulu received the best grades on location (3.83) and safety (3.73) – and the lowest grade on economic vitality (3.32).
Out of the six categories of reputation, Oulu scored well in five. In 2025, Oulu only scored well in two.
The largest change this year was in impressions on cost structure (a rise of 0.21).
Oulu’s reputation among potential residents is still good
Oulu’s total impression among potential residents has gone down a little (-0.05) since the last measurement, but the score is still good.
Oulu received its best scores in economic vitality (3.51) – these scores are similar to previous measurements.
The city’s attraction among potential residents is highest than in any previous measurements
Oulu receives steady support from its residents in retention (3.82). Potential residents also consider Oulu to be very attractive (3.59).
Retention has improved significantly among current residents, and attraction among potential residents has improved as well, reaching the highest level than in any previous measurement. Oulu has participated in the study since 2020.
Oulu’s location is considered a significant strength to both current and potential residents
The location, including traffic passages, is a clear strength to both Oulu’s current citizens and potential residents.
According to this study, impressions on economic vitality (current residents) and security (potential residents) are development opportunities for Oulu.
Services are a potential strength for current residents.
Respondents were asked if they were aware that the city of Oulu was the European Capital of Culture in 2026. 100% of current residents were aware of the matter, and 71% of potential residents knew about it.
Study methods
The goal of the Vetovoima&Pitovoima 2026 was to establish the impressions among national citizens regarding Finland’s largest cities.
The study’s data collection was implemented with an online survey between January 8–25, 2026.
The cities were compared with Reputation and Trust Analytics’ Vetovoima&Pitovoima model, in which cities’ regional reputation is scored based on the average of six different categories. The categories are economic vitality, community, security, location, services, and cost structure. A five-point system was used in the study (1–5).
2 702 respondents participated in the study. The study’s target group was Finnish people anywhere in the country (excluding Ahvenanmaa) between ages 15–65. The sample was oriented to represent the population based on gender, age, and place of residence.
The total data’s margin of error is not more than 1,89% in both directions.