The Sámi Museum Siida achieved its highest visitor record of all time in 2025.

In 2025, a total of 83,506 exhibition and event visitors visited the Sámi Museum Siida, marking the highest annual visitor number in the museum’s history. Compared to the previous record year, visitor numbers increased by 1.5 percent, indicating that attendance has stabilized at a new, higher level than before.

The year 2025 was also structurally significant for Siida. On 1 July 2025, following the closure of Metsähallitus’ Upper Lapland Nature Centre, all exhibition activities at Siida were transferred to the administration of the Sámi Museum. This change did not weaken visitor numbers; instead, the museum’s appeal remained strong throughout the year.

The growth of tourism in Lapland is clearly reflected in Siida’s visitor numbers. The European Museum of the Year Award and the Finnish Museum of the Year recognition received in 2024 have further strengthened the museum’s international visibility. In recent years, growth has no longer been explosive; rather, visitor numbers are leveling off, indicating more sustainable development.

The share of international visitors continues to grow

In 2025, international visitors accounted for 63.6 percent of all exhibition visitors at Siida. The proportion of international visitors has increased steadily in recent years, and international audiences now form a clear majority of the museum’s visitors.

The share of group travelers among all ticket purchasers rose to 34 percent, compared to approximately 30 percent in previous years.

In 2025, the Sámi Museum Siida organized 445 guided tours. Tours were offered in seven different languages, reflecting the museum’s strong international visitor base.

“Siida’s new visitor record is a great joy for us and a shared achievement. It is wonderful to see that Sámi culture, Arctic nature, and the work of the museum are experienced as meaningful. Warm thanks to all visitors, staff, and partners who make Siida a vibrant place of encounter,” says Museum Director Taina Máret Pieski.

For further information:
Audience Manager Taija Aikio, taija.aikio(at)samimuseum.fi, +358 40 484 7329.