Participants who responded to the survey felt that the event improved their quality of life and well-being. The Net Promoter Score (NPS), which reflects customer loyalty and willingness to recommend the event, was 81/100, an excellent result.
The Nuts Karhunkierros trail running event kicked off the summer at Ruka, bringing 3,500 participants and over 700,000 euros to the area.
The Nuts Karhunkierros trail running event traditionally opened the summer event season in Kuusamo’s Ruka at the end of May. The event is significant, as it brings about 3,500 trail runners to the trails of Kuusamo. This year, a visitor survey was conducted in collaboration with the Salmi platform to determine the economic and social impact of the event on the region. The previous survey was conducted for the Harmaa Rinne event in March.
More than 600 participants responded to the survey. The average age of the respondents was 42 years, and the average stay in the area was 3 days. Most participants came from Helsinki, Oulu, Espoo, Vantaa, and Kuopio. Overall, participants were very satisfied with the event.
“The event's NPS score is 81/100, which is exceptionally high. The NPS is an internationally used metric that indicates customer loyalty and willingness to recommend the event to others. It can be said that Nuts Karhunkierros enjoys great popularity among participants,” says event manager Niina Kukka from Ruka-Kuusamo Tourism.
The economic impact on the region is a key focus of the study, and for this event alone, the amount of money brought to the area by participants is over 700,000 euros. “If we knew the actual number of visitors, we could also account for the amount of money brought in by accompanying travelers. Some runners come alone, but some have several people with them. I would venture to guess that including the companions of participants, the economic impact of the event reaches a million euros. These figures are excellent for a two-day event,” Niina Kukka continues.
99% of respondents felt safe at the event, and the event is perceived to improve quality of life and well-being. Many also feel that the event increases the vitality and attractiveness of the locality. More than half of the respondents also felt that the event does not have negative impacts on the area.
Visitor surveys of events in the Ruka-Kuusamo area continue. Currently, a study of the Solstice Festival is underway, and a similar study for Ruka Ice Hockey Tournament is upcoming. These studies gather important information for the use of all stakeholders in the area.
For more information: Niina Kukka, Event Manager, Ruka-Kuusamo Tourism, phone +358 40 772 8213, niina.kukka@rukakuusamo.fi.