Vaasa’s ultra run pays off – energy and happiness strengthened in the image survey

46% of respondents feel that happiness describes Vaasa fairly or very well, while the perception of energy has strengthened by 7% compared with the previous survey. These themes have been part of the City of Vaasa’s strategy and marketing for several years now.

Awareness of Vaasa’s brand slogans – ‘Vaasa – the Nordic Energy Capital’ and ‘It’s easy to be happy in Vaasa’ – has grown, particularly among young people, Swedish speakers, and those who have recently visited the city. Both slogans are generally perceived as positive and accurate. However, for the wider public, the brand slogans remain fairly unfamiliar.

– I often like to say that shifting public perceptions is not a sprint, nor a marathon, but an ultra-marathon. Nonetheless, it is pleasing to see that our strategic priorities – energy and happiness – are becoming increasingly visible in the survey results. This shows that our ultra-marathon is clearly heading in the right direction and we will continue to follow this path, says Leena Forsén, Director of Communications and Marketing for the City of Vaasa.

Growing awareness and interest among young people

The survey was conducted for the third time by Miltton Oy. Vaasa’s overall recognition has remained stable, but the trend is upward: in 2019, 11% of respondents knew Vaasa fairly or very well, rising to 12% in 2022, and 15% in 2025.

– Vaasa’s recognition has shown a rising trend throughout the study period. Although the differences are small and awareness is growing slowly, the positive trend is clear, says researcher Mikaela Solatie from Miltton.

Recognition has also grown among people under the age of 25. Vaasa is regarded as a particularly attractive city for students, with 37% of respondents rating it a fairly or very appealing place to study. Interest in relocating for work has grown, notably among young people and those currently in the workforce.

– Students represent a huge opportunity for us, so it is encouraging to see positive developments, especially among younger age groups. Young adults and those under 40 are also the groups we target most actively in our marketing, says Mari Kattelus, Marketing Manager at VASEK.

The sea and culture attract tourists

Vaasa’s appeal as a domestic holiday destination has remained stable. The Kvarken Archipelago, diverse cultural experiences, and events attract particular interest among active travellers, young people, and families with children. Over the past two years, the number of people holidaying in the Vaasa region has increased, with the region gaining particular popularity among families and young adults. It is also noteworthy that visitors who have been to the region once are eager to return.

– A positive holiday experience may inspire interest in moving to or studying in Vaasa. Tourists contribute to our local economy, but they also play a crucial role in spreading a positive image of the city. Many holidaymakers post about their positive experiences on social media, which provides us with significant exposure, explains Max Jansson, Managing Director of Visit Vaasa.

In spring 2025 (as well as in 2022 and 2019), Miltton conducted surveys asking 1,000 adults to share their views on Vaasa. The sample is statistically representative of Finns living outside Vaasa regarding age, gender, location, and language, with a ±3.1% margin of error. The survey was commissioned by the City of Vaasa.

Attatchments:

Vaasan imagotutkimus_2025 (in Finnish)