Miska Jukkola Appointed as New CEO of Visit Ylläs 

Miska Jukkola has been appointed as the new CEO of Visit Ylläs. He will assume his new role on July 21, 2025, bringing with him strong expertise in marketing and international business development.  

The recruitment process for the new CEO of Visit Ylläs began in March, following the decision of the previous CEO to pursue new opportunities. Miska Jukkola was selected from over 50 applicants. 

“It is a pleasure to welcome Miska to Ylläs. He stood out among the candidates with his positive attitude and strong professional skills. His solid marketing expertise is a key asset in enhancing the region’s appeal and developing tourism,” says Mikko Virranniemi, Chairman of the Board at Visit Ylläs. 

Jukkola holds a Master’s degree in Economics and is an experienced professional in marketing, customer experience, and communications. Most recently, he served as Marketing Manager at VR FleetCare, a subsidiary of Finland’s State-Owned Railway Company, where he was responsible for brand development, increasing brand awareness, and advancing internationalization. 

Originally from Lahti, on the shores of Lake Vesijärvi, Jukkola now lives in Muonio. His connection to Lapland began about seven years ago as a leisure traveler. Over time, he spent more and more of his free time in the north, eventually leading to a natural decision to move to Lapland. 

“I feel at home in the north – there’s a strong sense of community, a can-do spirit, and a willingness to help. It’s an honor to apply my expertise to the development of the region and to contribute to strengthening the appeal of Ylläs tourism, its brand, and the entire Fell Lapland area. Over the decades, Ylläs has grown into one of Finland’s most recognized tourism brands, and I’m excited to be part of its continued story,” says the newly appointed CEO. 

Jukkola approaches his new role with enthusiasm and sees great potential in developing tourism in Ylläs. He emphasizes the importance of sustainable growth, strategic branding, and collaboration. 

“The previous CEO did impressive work, especially in developing Ylläs’ trail network and accessibility. We will continue this work by strengthening the region’s brand and advancing sustainable year-round tourism. I look forward to meeting local stakeholders and partners and building the future of tourism together,” Jukkola concludes.