Retkipaikka

What Retkipaikka does

Retkipaikka, legally operated by Jotuca Oy, is a Finnish outdoor recreation content platform founded in 2012 and headquartered at Suomen luontokeskus Haltia in Nuuksio, Espoo. It publishes Finnish-language editorial content covering hiking routes, national parks, nature destinations, outdoor cooking, and equipment reviews, supported by user-generated trip reports, a video vertical on YouTube (including the 'Ulkoruokinnassa' series), and an active social presence across Facebook, Instagram, X, Pinterest, and RSS. The platform reached over one million unique visitors in 2016 and remains actively publishing as of July 2026. The company also operates a second service point at Kolin luontokeskus Ukko in Lieksa (Koli National Park).

The product portfolio centers on four digital surfaces and two physical touchpoints: the WordPress-based retkipaikka.fi website (core product), the interactive Matkailukartta (Tourism Map) integrating destination guides with Google Maps and terrain overlays for Finland, Norway, and Sweden, a mobile application, and the dedicated e-commerce storefront at kauppa.retkipaikka.fi for outdoor equipment and books. The physical locations at Haltia (Nuuksio) and Koli provide customer service, courses, events, and retail. Underlying integrations include Google Analytics, Google Tag Manager, Hotjar for behaviour analytics, Leadoo chatbot, and Adtraction for affiliate tracking.

The business model is multi-stream and consumer-facing. Revenue is generated through (1) e-commerce hardware sales via kauppa.retkipaikka.fi, (2) affiliate referral commissions via Adtraction on traffic directed to external retailers, and (3) sponsored content and commercial collaborations ('Kaupallisessa yhteistyössä') with outdoor brands such as Savotta and Salomon and regional tourism boards including Visit Espoo, GoSaimaa, SavoGrown, Matkalle Sallaan ry, and Visit Puolanka. The go-to-market is community-led, leveraging recurring events such as 'Nuku yö ulkona' (Sleep overnight outdoors). The company is privately held by Jotuca Oy with no external funding rounds disclosed, and the addressable market is concentrated in Finland.

Name

Retkipaikka

Legal name

Jotuca Oy

Website

https://retkipaikka.fi

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Retkipaikka is a Finnish outdoor recreation content platform publishing hiking route guides, destination articles, and equipment reviews, monetised through e-commerce, affiliate marketing, and sponsored content. It serves Finnish consumers and operates physical service points at Nuuksio/Haltia and Koli nature centres.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Content Platform

NAICS

Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Technical Outdoor Guiding Services (Hiking, Trekking, Mountaineering) (THAAALAA)

akta.pro secondary industries

Wildlife & Nature Interpretation Guides (Birding, Photography, Naturalist) (THAAALAE), Hiking & Trail Accessories Retail (CRAMAAAD), Adventure Equipment Rental Shops (Outdoor Gear, Camping, Climbing, Water Sports) (THAAALAI), Wilderness & Backcountry Lodges (Remote/Off-Grid) (THAGAIAB)

Keywords

• Outdoor recreation content
• Hiking route guides
• Nature tourism platform
• Outdoor equipment retail
• Nature center operations

Headquarters

HQ city

Espoo

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. E-commerce / Online Store: Retkipaikka operates an online store (kauppa.retkipaikka.fi) selling outdoor equipment, books, and outdoor-related products. The store handles payments, shipping, and order management.
2. Affiliate Marketing: Retkipaikka participates in affiliate marketing programs through Adtraction, earning commissions when users click links to external retailers and make purchases. Bloggers also use the Adtraction service to earn revenue shares.
3. Sponsored Content / Commercial Collaboration: The site publishes sponsored articles and product reviews in commercial collaboration with outdoor equipment brands like Savotta, Salomon, Vaeltajankauppa, Visit Espoo, and others. These are labeled as 'Kaupallisessa yhteistyössä' (In commercial cooperation).

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Retkipaikka is a Finnish outdoor recreation content platform published by Jotuca Oy, providing hiking route guides, destination articles, equipment reviews, and videos about Finland's nature sites. The company also operates an e-commerce store (kauppa.retkipaikka.fi) selling outdoor gear and manages physical nature center locations including Haltia in Nuuksio (Espoo) and Koli Nature Centre Ukko in Lieksa.

Product overview

Retkipaikka is a Finnish outdoor recreation content platform built around a central website publishing editorial content about hiking destinations, nature trails, and outdoor activities. The platform includes an interactive Tourism Map (Matkailukartta) for discovering destinations, a mobile application for on-the-go access, and an online store for outdoor equipment. The company also operates two physical nature centers (Haltia in Nuuksio and Koli Nature Centre Ukko) that serve as hubs for customer service, courses, events, and retail. The product portfolio centers on content discovery and outdoor experience services rather than a traditional SaaS model.

Differentiator

Problem solved

Functional benefit

Products and services

• Retkipaikka Content Platform Online publishing platform providing hiking route guides, destination articles, equipment reviews, videos, and an interactive tourism map (Matkailukartta) covering Finland's national parks and outdoor destinations for hikers and outdoor enthusiasts.
• Retkipaikka Online Store

Quantifiable outcome

• Over 1 million unique visitors reached as of 2016

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Haltia (haltia.com)coreStrategic or Co-development PartnerHaltia is the Finnish Nature Center operated in partnership with Retkipaikka. The location at Nuuksiontie 84, Espoo serves as Retkipaikka's headquarters and customer service point, offering courses, events, and retail services.
• Matkalle Sallaan ryminorGTM or Marketing PartnerRegional tourism association for Salla area. Retkipaikka publishes sponsored content about Salla National Park hiking routes in commercial cooperation.
• Visit EspoominorGTM or Marketing PartnerOfficial tourism body for Espoo. Partnership for promoting Nuuksio area hiking routes and outdoor activities.
• GoSaimaaminorGTM or Marketing PartnerRegional tourism organization for Saimaa area. Commercial collaboration for promoting kayaking routes and nature destinations in southeastern Finland.
• SavoGrownminorGTM or Marketing PartnerRegional development company for Northern Savo. Partnership for promoting Savo Gravel cycling route network.
• Google (Analytics, Maps, Tag Manager)coreTechnology or IntegrationRetkipaikka uses Google Analytics for traffic analysis, Google Maps for location services, and Google Tag Manager for tag management on their website.
• AdtractioncoreGTM or Marketing PartnerAffiliate marketing platform used by Retkipaikka and its bloggers to earn commissions from referred sales to external retailers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Komoot: Komoot is a Europe-focused route planning and outdoor discovery platform offering hike, bike, and walking tours with community-contributed content. It directly overlaps with Retkipaikka's content-plus-route-planning model across European outdoor markets.
• Outdooractive: Outdooractive is a European outdoor and hiking platform with a comprehensive trail database, mobile apps, and tour marketplace. It is a direct functional peer to Retkipaikka, serving similar European outdoor enthusiasts with content, route planning, and commercial tour offers.
• AllTrails: AllTrails is the global leader in user-generated hiking and trail content with a mobile app and route database. It is directly comparable to Retkipaikka in core product (hiking route discovery, reviews, GPS maps) although it operates globally and at a much larger scale.
• Suomen Latu: Suomen Latu is the Finnish outdoor recreation association that publishes outdoor content, courses, and events across Finland. It is a direct regional peer to Retkipaikka, sharing the same Finnish outdoor audience, mission, and event-driven engagement model.
• Gaia GPS: Gaia GPS is a mobile-first outdoor mapping and navigation app focused on hiking, backpacking, and off-trail use. It competes with Retkipaikka's mobile app and trail discovery offering, particularly for users prioritizing detailed topographic maps.
• Svenska Turistföreningen (STF): STF is the Swedish Tourist Association offering hiking guides, mountain cabins, and outdoor content across Sweden. It is a direct functional peer to Retkipaikka in another Nordic market, combining editorial content, course/events, and physical outdoor infrastructure.
• Norges Turistforening (DNT): DNT is the Norwegian Trekking Association operating cabins, marked trails, and outdoor content across Norway. It is a direct peer to Retkipaikka's content-plus-physical-infrastructure model in another Nordic country, with similar GTM motion around community and events.
• Wikiloc: Wikiloc is a community-driven trail and outdoor route sharing platform with GPS tracks and reviews. It competes with Retkipaikka on the user-generated hiking content and discovery layer, but at a global scale.

Others

• Visit Finland: Visit Finland is the national tourism marketing organization promoting Finland as a destination. It is thematically aligned with Retkipaikka's content on Finnish nature, though it is a public tourism body rather than a competing commercial platform.

Regional players

• Friluftslivets fellesorganisasjon (FRIFO): FRIFO is a Norwegian umbrella organization for outdoor recreation, providing content and coordination for outdoor activities. It is a regional and thematic peer to Retkipaikka in the Nordic outdoor/cultural space, though it operates as an association rather than a commercial platform.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Retkipaikka
• YouTubeyoutube.com/retkipaikka
• Facebookfacebook.com/retkipaikka
• Instagraminstagram.com/retkipaikka
• Pinterestpinterest.com/retkipaikka
• LinkedInlinkedin.com/company/retkipaikka

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Retkipaikka