Wild about Lapland

What Wild about Lapland does

Wild About Lapland Oy is a privately held, founder-led Arctic adventure tour operator headquartered at 24 Rovakatu, Rovaniemi, Finnish Lapland. The company designs and sells small-group (capped at 8 guests) experiential tours across all seasons, spanning Northern Lights hunts, snowmobile safaris, husky sledding, reindeer farm visits, wilderness hiking, ice climbing, canoeing under the midnight sun, and multi-day holiday packages. Underlying technology is a website-based booking platform with online reservation and payment, supplemented by Google Analytics remarketing — there is no proprietary software, app, or AI system, and the operating model is fundamentally human-guide-driven.

The company serves individual travelers, couples, families with children (ages 4–14), and premium/luxury private-tour buyers, with B2B referrals from travel agencies and accommodation partners including Silver Birch Resort, Arctic TreeHouse Hotel, and Apukka Resort. Distribution combines direct website sales (with stated preferential pricing), global OTA listings on TripAdvisor, GetYourGuide, Kayak, and Klook, and an influencer/ambassador content marketing program. Pricing is purely transactional per-tour or per-package, ranging from €79 for entry-level local experiences to €1,489 for premium private snowmobile and Northern Lights guarantee packages, with no subscription or recurring revenue model.

The business is founder-owned by Theo Turner, a former Royal Marine Commando turned outdoor instructor, and has received regional EU funding (EURA2021, 2022) to support growth. Operations are concentrated in the Rovaniemi/Lapland region with no disclosed geographic expansion beyond Finland, and the company holds Sustainable Travel Finland and Green Activities sustainability certifications as core positioning assets.

Name

Wild about Lapland

Legal name

Wild About Lapland Oy

Website

https://wildaboutlapland.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Wild About Lapland Oy is a Rovaniemi-based small-group Arctic tour operator (max 8 guests) selling Northern Lights, snowmobile, husky, reindeer, and multi-day holiday experiences to international travelers, families, and premium private-tour buyers via direct website, OTAs, and hotel partners.

Ownership category

akta.pro rank

Product category

Adventure Tourism Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation (487), Skiing Facilities (713920)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Polar & Remote-Destination Expedition Tour Operators (THAKADAM)

akta.pro secondary industries

Winter & Mountain Guides (Ski, Snowshoe, Avalanche, Ice Climbing) (THAAALAF), Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB), Safari & Game Drives (Land-Based) (THAAAEAC)

Keywords

• Arctic adventure tourism
• Northern Lights tours
• Small-group Lapland tours
• Snowmobile safari experiences
• Husky sledding tours

Headquarters

HQ city

Rovaniemi

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour and Activity Sales: One-time ticket sales for individual and small group Arctic tours including Northern Lights tours, snowmobile safaris, husky sled rides, reindeer farm visits, hiking adventures, and canoeing experiences. Prices range from €79 to €439 per adult depending on tour duration and type.
2. Holiday Packages: Multi-day curated packages combining multiple tours and experiences. Packages range from €389 to €980 per adult and include Aurora Hunter Package, Aurora Adventurer Package, Summer Holiday packages, and multi-day Lapland experiences.
3. Private Tours: Exclusive private experiences for individuals or groups with dedicated guide and customized itineraries. Private tours include Northern Lights experiences, snowmobile adventures, ice fishing, and sauna experiences. Prices range from €220 to €1,489 depending on group size and tour type.
4. Equipment Rental: Winter clothing and equipment rental services for visitors to Rovaniemi who need thermal gear for outdoor activities.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

Wild About Lapland is a small-group Arctic tour operator based in Rovaniemi, Finnish Lapland, offering guided experiential tours including Northern Lights viewing, snowmobile safaris, husky sledding, reindeer farm visits, hiking, canoeing, ice fishing, and ice climbing. The company caps group sizes at 8 people, sells individual tours as well as multi-day holiday packages and private exclusive experiences, and provides all necessary equipment, guiding, hotel transfers, and refreshments. It operates year-round across winter, summer, and autumn seasons.

Product overview

Wild About Lapland is a small-group Arctic tour operator based in Rovaniemi, Finnish Lapland, offering a diverse portfolio of experiential tourism products across multiple seasons. The company operates a unified tour platform organized into ten distinct product categories: Northern Lights Tours (aurora viewing experiences), Snowmobile Tours, Family-Friendly Tours, Arctic Animals Tours (husky sledding, reindeer farms, wildlife parks), Hiking Adventures (wilderness and survival), Local Experiences (snowshoeing, ice fishing), Snow & Ice Wonders (icebreaker cruises, ice climbing), Canoeing Tours (midnight sun paddling), Holiday Packages (multi-day bundled experiences), and Private Tours (exclusive customized adventures). The company limits groups to 8 people maximum to avoid mass tourism and holds Sustainable Travel Finland and Green Activities certifications. Most tours include hotel transfers, professional guiding, safety equipment, and refreshments. The company partners with Silver Birch Resort for luxury accommodation packages.

Differentiator

Problem solved

Functional benefit

Products and services

• Northern Lights Tours Northern Lights viewing experiences including guaranteed sightings, wilderness photography tours, snowmobile adventures, family-friendly options, reindeer safaris, and ski trekking under the aurora borealis. Targeted at individual travelers, couples, and families visiting Rovaniemi.
• Snowmobile Tours Arctic snowmobile safaris ranging from 1-hour adventures to full-day expeditions, including northern lights themed tours and family-friendly options. Prices range from €103 for a 1-hour safari to €255 for a full-day tour.
• Family-Friendly Tours Age-appropriate Arctic adventures designed for families with children including frozen waterfalls tours, snowmobile safaris, and northern lights experiences. Special child pricing available for ages 4-14.
• Arctic Animals Tours Husky sledding experiences, reindeer farm visits, Ranua Wildlife Park excursions, bear watching safaris, and combination tours featuring Lapland's iconic arctic wildlife. Targets nature and animal lovers.
• Hiking Adventures Guided wilderness hikes through Finnish Lapland including Riisitunturi frozen forests, Korouoma Canyon frozen waterfalls, Auttikönkääs nature trails, and wilderness survival training.
• Local Experiences Traditional Finnish activities including snowshoeing, ice fishing, ski trekking, and midnight sun experiences in Rovaniemi.
• Snow & Ice Wonders Arctic winter experiences including Santa Claus Village visits, Arctic SnowHotel packages, icebreaker cruises, ice climbing in Korouoma Canyon, and winter equipment rental.
• Canoeing Tours Summer and autumn paddling adventures under the midnight sun, cultural canoe trips around Rovaniemi, reindeer farm combined with canoe experiences, and multi-hour wilderness canoe expeditions.
• Holiday Packages Multi-day bundled experiences including Two Full Days in Lapland (€500), Four White Days in Lapland (€790), Aurora Hunter Package (€389), Aurora Adventurer Package (€549), and Summer Holiday in Lapland (€980). Prices are per adult.
• Nature Camps Nature-based summer educational camps for children in Rovaniemi, Lapland. Targeted at families and youth seeking active learning experiences.
• Private Tours Exclusive private adventures including northern lights tours with professional photography (€920/group), exclusive dinner experiences, private snowmobile experiences (€1,489/group), ice fishing with lunch (€220/adult), sauna experiences (€648/group), and guaranteed northern lights sightings (€1,499/group). Targeted at luxury and premium travelers and groups.
• Arctic Animals Immersion Two-day immersive wildlife experience combining reindeer farm visits, overnight bear watching in a wilderness hut near the Russian border, and optional Ranua Wildlife Park visit. Priced at €439/adult.
• All Day Canoe Adventure to Rovaniemi Six-hour guided paddling expedition from upstream rivers to Rovaniemi through Finnish Lapland lakes, including campfire snacks and basic canoe instruction. Priced at €150/adult.
• Ice Climbing Day in Korouoma Canyon Full-day ice climbing expedition to Korouoma Canyon in Posio to climb nature-made ice walls reaching 20-60 meters height. Priced at €393/person.
• Reindeer Farm and Ranua Wildlife Park Eight-hour combined tour visiting an authentic reindeer farm with lichen feeding and campfire, plus Ranua Wildlife Park featuring 50+ arctic species including polar bears, arctic foxes, and wolves. Priced at €179/adult.
• 1-Hour Snowmobile Safari Adventure A 1-hour guided snowmobile safari in Rovaniemi priced at €103/adult, providing a short-format Arctic adventure experience.
• Full Day Snowmobile Tour in Rovaniemi Full-day guided snowmobile expedition in Rovaniemi priced at €255/adult, covering extended Arctic terrain.
• Guaranteed Northern Lights Hunting Adventure in Lapland Guided aurora borealis hunting excursion with a sightings guarantee, priced at €179/adult. Targets travelers seeking a confirmed Northern Lights experience.
• Northern Lights Wilderness Tour with Professional Camera Wilderness aurora tour with professional photography included, priced at €129/adult. Targets travelers seeking high-quality photography memories.
• Visit an Ethical Husky Kennel with 10 km Husky Sled Ride Visit an ethical husky kennel and experience a 10 km husky sled ride, priced at €195/adult. Targets animal lovers and adventure travelers.
• Authentic Reindeer Farm Visit with Reindeer Safari Visit an authentic reindeer farm and enjoy a reindeer safari, priced at €105/adult. Targets families and cultural travelers.
• Arctic Adventure through Magical Frozen Forests of Riisitunturi Guided hiking adventure through the frozen forests of Riisitunturi National Park, priced at €190/adult. Targets hiking and nature enthusiasts.
• Korouoma Canyon Frozen Waterfalls Guided hike to the frozen waterfalls of Korouoma Canyon, priced at €145/adult. Targets nature and photography travelers.
• Snowshoeing and Ice Fishing Tour Combined snowshoeing and ice fishing tour priced at €115/adult. Targets travelers seeking traditional Finnish winter activities.
• Ice Fishing Trip Guided ice fishing trip priced at €89/adult. Targets travelers seeking an authentic Finnish winter activity.
• Ski Trekking Safari in Lapland Guided ski trekking safari priced at €109/adult. Targets active travelers seeking a cross-country winter experience.
• Wilderness Survival Tour – Winter Winter wilderness survival training tour priced at €89/adult. Targets adventure seekers interested in Arctic survival skills.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Silver Birch ResortcoreChannel Partner/ Reseller/ DistributorExclusive partnership offering luxury accommodation packages at Silver Birch Resort near Rovaniemi. The resort offers year-round glass cabin accommodations in Arctic nature and is promoted as a preferred partner on Wild About Lapland website with dedicated package page.
• TripadvisorcoreChannel Partner/ Reseller/ DistributorListed on TripAdvisor attraction platform providing third-party reviews, ratings, and booking capability to millions of global travelers researching Rovaniemi activities.
• GetYourGuidecoreChannel Partner/ Reseller/ DistributorListed on GetYourGuide marketplace for tour distribution across their global customer base seeking verified tour experiences.
• KayakminorChannel Partner/ Reseller/ DistributorListed on Kayak travel platform for visibility to users researching and booking Rovaniemi activities alongside flights and hotels.
• KlookminorChannel Partner/ Reseller/ DistributorListed on Klook travel activity platform providing access to Asian and international travel markets.
• Husky Kennel PartnerscoreStrategic or Co-development PartnerEthical husky kennels selected based on responsible animal welfare principles. Partners include kennels near Rovaniemi offering husky sled experiences. Groups limited to 8 people maximum though partner locations may have other customers.
• Reindeer Farm PartnerscoreStrategic or Co-development PartnerTraditional reindeer farms operated by herding families, some with 200+ years of history. Selected for authenticity and responsible husbandry practices. Includes Taava Reindeer Farm and other traditional farms offering reindeer safaris and feeding experiences.
• Ranua Wildlife ParkminorStrategic or Co-development PartnerPartnership with Ranua Wildlife Park offering visits to see Arctic animals including polar bears, Arctic foxes, wolves, and other species. Park has nearly 40 years of expertise in animal care and biodiversity protection programs.
• Travel Blog InfluencersminorGTM or Marketing PartnerCollaborations with travel bloggers and influencers including Dream Big Travel Far Blog, Frugal for Luxury, and social media influencers who create content about their tour experiences.

Scale indicators3 records

Recent moves6 records

Expansion highlights10 records

Others

• Visit Rovaniemi: Official destination marketing organization for the Rovaniemi region, promoting Arctic activities and connecting visitors to local tour operators including Wild About Lapland. Indirect ecosystem peer shaping inbound demand and competitive dynamics.
• GetYourGuide: Global online travel agency and tour marketplace that resells Wild About Lapland products. Indirect peer as a distribution platform that aggregates similar Arctic and Lapland tour operators and shapes pricing visibility.
• Tripadvisor: Global travel review and booking platform where Wild About Lapland maintains a listed attraction page. Indirect peer as a review-driven distribution channel that materially influences conversion for Rovaniemi tour operators.

Broad incumbents

• Arctic TreeHouse Hotel: Luxury Rovaniemi hotel offering in-house Arctic experiences (Northern Lights, snowmobile, husky) alongside accommodation packages. Competes for the same premium traveler and is simultaneously a Wild About Lapland referral partner.
• Arctic SnowHotel: Rovaniemi-region snow/ice accommodation property that packages its own Northern Lights, snowmobile, and ice experiences. Comparable in offering bundled Arctic overnight experiences to international visitors.
• Apukka Resort: Rovaniemi-area resort that bundles its own Aurora and Arctic activity programs (Northern Lights, husky, reindeer, snowmobile) with on-site glass-roof cabins. Overlaps as both a Wild About Lapland distribution partner and a competing activity provider.

Direct peers

• Arctic Adventures: Finnish tour operator offering Northern Lights, husky, reindeer, and snowmobile experiences across Lapland including Rovaniemi. Direct competitor in the same Arctic adventure category with similar small-group and private tour formats.
• Beyond Arctic: Rovaniemi-based small-group Arctic tour operator offering Northern Lights, husky, snowmobile, and reindeer safaris with a similar boutique, sustainability-oriented positioning. Closely comparable in scale, geography, and product mix.
• Nordic Visitor: Iceland-headquartered tour operator that has expanded into Finland/Lapland self-guided and guided packages including Northern Lights and Northern Lights hunting tours. Comparable package-based travel operator targeting international visitors to the Nordics.
• Lapland Safaris: Largest established tour operator in Finnish Lapland, offering snowmobile safaris, Northern Lights tours, husky and reindeer experiences, and multi-day packages from Rovaniemi and other Lapland hubs. Most direct head-to-head competitor with overlapping product, geography, and customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wildaboutlapland
• Instagraminstagram.com/wildaboutlapland
• LinkedInlinkedin.com/company/wild-about-lapland

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wild about Lapland