10 years of Tampere Ambassadors concept: yesterday, today and tomorrow
2025 marks the 10th anniversary of Tampere Ambassadors concept, an important milestone in the city’s journey towards internationalization. Let’s use the occasion of this festive year to reflect upon the history and the future of Tampere Ambassadors.
The 10 years of Tampere Ambassadors concept features three periods
The early years (2015–2019) marked the establishment of the Ambassadors concept, which functioned as a Business Tampere project. At that time, it was called the Tampere Ambassadors Network.
The second period (2019–2020) was a transition phase, during which a new concept was introduced, and new main stakeholders, coordinated by the city of Tampere, took over the Tampere Ambassadors’ activities.
Today, in the third period, Tampere Ambassadors are celebrating its 5-th jubilee season as a city Program. It has sustainable funding and consists of four different subprograms. Each subprogram is coordinated by a separate unit or organization:
- Talent Ambassadors
- Business Ambassadors
- Alumni Ambassadors
- Congress Ambassadors
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The early years of Tampere Ambassadors (2015-2019), local and global context
But let’s return to the very beginning. In 2015, no other city in Finland had an Ambassadors network. It was a bold innovation for the country- one that was rare even internationally. Around that time, establishing Ambassadors networks had become a growing trend driven by globalization. Various international networks- differing in aims, sizes, and concepts, and ranging from alumni unions to destination promotion or talent attraction teams- began emerging under the name of Ambassadors.
Mari Taverne, Director of Talent Attraction and Migration services at the city of Tampere, the founder of the concept:
– Back in 2015, my team and I at Business Tampere, were in the process of thinking of new ways to build international awareness about Tampere in the eyes of global talents, new ways to attract and retain international talents and put Tampere into a global map. I had a chance to familiarize myself with Ambassador networks from other countries such as Denmark, the city of Copenhagen and France, the city of Lyon. That gave us an idea that maybe the Tampere Ambassador Network could be a new way to connect with globally oriented people who feel warmly about Tampere. It was a first push to initiate the network in the first place.
Concept in the early years
In the beginning, the concept seemed universal, aiming for place branding and social marketing by uniting internationally minded people who shared a love for Tampere. Over the following years, a large and dynamic international network with a low threshold for participation was formed. Geographically and professionally diverse, it included not only internationals living in Tampere but also internationally minded Finns and internationals living abroad. Among its members were students, fresh newcomers and their friends, internationalizing company CEOs, curious locals, Finns who had moved abroad for work, foreign hires of Tampere companies, and their spouses- a truly heterogeneous group.
At that time, the Ambassadors Network was the largest and the most popular international project in Tampere. It had a unique atmosphere filled with inspiration, excitement, and appreciation.
– It has been the most international experience of my life so far. We had an opportunity to plan and share activities with so many other internationals, – remembers Pamela Roldán from Argentina, who joined Tampere Ambassadors in the early years of the network.
– The first thing that struck me about the program was that it existed at all. I was impressed that my local city saw the value in international talents, and not only wanted to celebrate Tampere’s multicultural diversity, but also seek innovative ways to increase and strengthen this diversity through international talent attraction,- Ashley Penn, Tampere Talent Ambassador from England, recalls.
The participating in the network activities was voluntary:
– It often reminds me that most of the time in life, the most rewarding times are the times you offer freely, – admits Rogério da Conceicão from Portugal, who joined Tampere Ambassadors in the early years of the network,- it made me feel that I was a contributing member of society, and it gave back through the visual exposure and connections made that supported and assisted me in becoming employed, cementing the sense of belonging.
Due to the number of stakeholders growth, the network quickly expanded to 123 members from 38 countries:
– In the first place we were lucky to have such a good and wide international business network through Business Tampere and a strong network of international students living in Tampere. The city of Tampere, Business Tampere and Tampere universities were the first and foremost supporters for the network development. Later on also the local companies were involved, – says the network founder Mari Taverne
Activities
The main format of activities consisted of monthly events designed to familiarize network members with Tampere’s places, services and companies. Through these events, the network aimed to showcase Tampere’s attractiveness to a global audience.
As part of the Tampere Ambassadors activities were organised visits to Särkänniemi Amusement Park, Moomin Museum Grand Opening ceremony, the Tampere Tram Model Exhibition, also Tampere Ambassadors annually participated in an honorary Mayoral luncheons. At such events an “Ambassador of the Year” award was granted to the most active and influential Ambassadors.
– One standout memory from my time as a Tampere Ambassador was when we visited the studios at Mediapolis during the live broadcast of Nenäpäivä in 2017. The event was a fantastic chance to get to know about public broadcasting in Finland that I never would have been able to experience otherwise. I particularly enjoyed sharing the fun atmosphere of Nenäpäivä with my fellow Ambassadors,- reminisces Ashely Penn.
Talent attraction tools
At that time, there was already a general focus on attracting international talent. However, there were no specific target regions, professions, or established messaging yet. These important talent attraction tools were co-developed during these years alongside national and regional internationalization strategies.
Rising topics of international talent integration
There was another group of events focused on promoting diversity and inclusion. Ambassadors participated in workshops to discuss Diversity, Equity, and Inclusion (DEI) topics and integration activities in Tampere.
– I just loved the possibility of meeting so many people from so many different backgrounds and the way the platform encouraged us to come together and brainstorm our ways to integration. The atmosphere in all meetings was always positive and constructive, and that made possible a healthy interaction that made us all grow in one way or another. I am deeply thankful for this opportunity,- Pamela Roldán.
– One of the best memories I have about the network was an international food event (Red Nose Restaurant Day in May 2016) that we organised together with newcomers and Ambassadors. It was a good way to present different international cultures that are represented in Tampere and at the same time make the internationals feel like home in Tampere, – says Mari Taverne.
During these events many life-long connections have been built:
– My brightest memory about the events and activities is conversations that created special relationships and friendships over snacks and drinks after every gathering,- Rogério da Conceicão.
How Ambassadors promoted Tampere
Digital marketing, as we call it today, was only beginning to emerge back in 2015. In its early years, Tampere Ambassadors actively used hashtags and event photography, published articles and videos in their home countries’ media, and collaborated with bloggers. Additionally, Tampere Ambassadors actively promoted Tampere at real-life events in Finland and abroad.
During the early years of the Network we managed to form a unique co-creation and participative culture which nurtured and facilitated new projects and collaborations:
As Pamela Roldán recalls:
– The program indeed helped me build relations with other international entrepreneurs that eventually transformed into diverse projects, such as an intercultural dance event, a winter photo session in the middle of the frozen lake, a participation in a theater play and a virtually animated dance performance. The most important learning during these interactions was to feel inspired by each other’s talents and ideas, and to dare to unite efforts to create something very unique. A truly empowering experience!
Employment opportunities which the Network provided
On top of being a place branding and social marketing project the Tampere Ambassadors Network facilitated and enhanced employment and integration opportunities for the network members providing them with valuable connections, career opportunities and support:
– Probably the most significant thing to have arisen from my time in the Tampere Ambassador Program is my change in career. It can be difficult to continue an established career in a foreign country. However, the Tampere Talent Ambassadors Program gave me the opportunity to publish many voluntary articles, videos, and social media content that I could use as references, eventually securing my current position in marketing for Valtra, a well-known Finnish brand,- comments Ashley Penn.
– Even before the official process of integration had actually started through, for example, the acquisition of the Finnish language and the opportunities to work in our field, the Tampere Ambassadors became a community where we could seek support, companionship and encouragement. I currently live in Copenhagen and I have not encountered yet, an initiative similar to Tampere Ambassadors, – Pamela Roldán.
Transition phase and introducing a new concept (2019-2020)
During the 4 early years Tampere Ambassadors Network fulfilled its concept and created trust and a strong tradition of win-win collaboration between the internationally-minded citizens and the city stakeholders. It brought valuable experiences to the city authorities on running international networks and international residents on active citizenship and participation. As a result, the city of Tampere became interested in adopting the concept on a permanent basis.
Pekka Pernu, Program Manager of the Welcoming city program at the city of Tampere and Tampere Ambassadors program coordinator for 2020-2025, states:
– There is a strong emphasis on internationalization in Tampere’s city strategy, and the Tampere Ambassadors concept was recognized as being well-aligned with those goals.
A substantial change was proposed: by taking over the Tampere Ambassadors concept, the city of Tampere would turn it into a program, allocating permanent funding and coordination. However, the original concept had a number of limitations and could not be directly transferred. Being quite general, it covered too many areas and activities for the sake of structure. Additionally, in its early years, the Tampere Ambassadors Network expanded very quickly, reaching a scale that was difficult to manage with the proposed budget.
As of the end of 2018, a process to discuss the reformation of the Tampere Ambassadors concept was initiated. The aim of the reformation was to retain the strengths and experiences accumulated over the previous years while taking the concept to a new level of sustainable funding and alignment with the city’s strategy.
Pekka Pernu:
– It was proposed by the reformation team that the renewed Tampere Ambassadors program would help the city of Tampere to reach its strategic goals in different fields of attraction, for example, attraction of international workforce, students, academic congresses and business.
In order to increase the efficiency, it was decided to form the Tampere Ambassadors program consisting of five subprograms and to assign the coordination of each subprogram to different stakeholders. For example, the Talent Ambassadors subprogram would be assigned to the International House Tampere, the Business Ambassadors subprogram to Business Tampere, the Alumni Ambassadors subprogram to the Tampere University, and the Congress Ambassadors subprogram to Visit Tampere.
Nuppu Suvanto, Service Manager at International House Tampere, Tampere Ambassador 2016-2019, points out:
– The reformation allowed us to concentrate on a smaller Tampere Talent Ambassador network to more efficiently be able to work together towards the goals of the city.
The concept was extended, and the new stakeholders stepped in.
It is worth mentioning that Business Tampere, the former owner of the concept, remained the coordinating unit for the Business Ambassadors subprogram, while the Talent Ambassadors subprogram retained the original concept and even some of its members. This caused neither a loss of expertise nor human potential and made the reformation feel smooth and thoughtful.
Kelly Keodara, USA, Tampere Ambassador 2019, 2020- 2025, affirms:
– The change felt like a significant opportunity to deepen our engagement and expand our impact in a more structured way. The introduction of specialized subprograms allowed us to focus on areas that aligned with our individual strengths and interests, making our contributions more targeted and meaningful. With the city of Tampere’s structured coordination, we gained a stronger foundation to develop long-term initiatives. This evolution empowered us to use our skills and networks more effectively, ensuring that Tampere continues to grow as a dynamic, globally connected city.
Dixit KC, Nepal, Tampere Ambassador 2017-2019, 2020-now, remarks:
– The old Talent Ambassadors concept was open for all whoever enrolled, but that could not create enough ownership as the goal was loosely defined.
The experiences gained from managing the Ambassadors Network in its early years were integrated into the concepts of the new subprograms. As states Mari Taverne, Director of Talent Attraction and Migration at the city of Tampere, the founder of Tampere Ambassadors concept:
– The prior goal of the Tampere Ambassadors project was to push forward the international awareness of Tampere. Later on, we realized that in addition to promoting Tampere, the Talent Ambassadors network offered a new way for the city to reach out to internationals moving to Tampere.
In this way, a new purpose emerged for the Talent Ambassadors subprogram: international talent integration.
With a focus on attracting opportunities, it was decided to mainly invite local professionals to become Ambassadors.
Mari Taverne:
– In the beginning, the idea was to reach out to people who have moved from Tampere to live abroad. The lesson learnt with this idea was that actually the international people living in Tampere are the most motivated and interested to be involved with the Ambassador activities.
The old Tampere Ambassadors concept and Network activities were officially closed in May 2019. At the honorary Mayoral event on 11 December 2019, a new concept was presented along with gratitude to all Tampere Ambassadors. In this way, the old chapter closed to make way for the new one.
Between the official closure of the old Ambassadors Network and the launch of the new Tampere Ambassadors Program, there was a one-year gap, a transition period. During this transition period, the community continued to function and sustain itself through different activities.
Yulia Shumilova, Russia, Tampere Ambassador 2015-2019 and 2020- nowadays, recalls:
– My brightest memories from the transition period activities are about the trip to Mänttä, where we had a guided interactive tour of the Serlachius museums, which was so much fun! And the visit to the solid waste management plant ECO3. It was amazing to learn firsthand about the plant’s profitable business model.
Transition period activities were self-directed by Talent Ambassadors. These included city branding, education, and community-building events that took place every month and remained as popular as before. Additionally, during this time, a new concept was actively discussed by the Ambassadors, and the key points of these discussions were communicated to the city.
Kelly Keodara recalls:
– The transition period was marked by active collaboration and engagement within the community. As Ambassadors, we came together to navigate the changes, sharing ideas and insights on how to shape the future of the program. There was a strong sense of commitment to ensuring that the network remained impactful, and this collective effort helped maintain momentum, even as the structure evolved. The shift brought both excitement and adjustment, but overall, the community remained engaged and motivated to embrace the new direction.
The transition period ended in the summer of 2020 when the new Tampere Ambassadors program was launched. Based on the new concept, selection criteria were introduced, and the new Tampere Ambassadors recruitment round began in autumn 2020. All subprograms, except for Talent Ambassadors, used an invitation-based recruitment process, while the Talent Ambassadors coordination team launched an open application round in autumn 2020.
Dixit KC reflects:
– The reason I decided to enroll back to the renewed project-based concept was the opportunity to make a real impact with a team of extremely talented fellow ambassadors and give back to the city that I call home. We were quite successful in designing and delivering a successful monthly event like Pulla Perjantai.
The number of Tampere Ambassadors was reduced from over 120 to 40, with 20 being Tampere Talent Ambassadors and 20 representing other subprograms: Business, Culture, Alumni, and Congress Ambassadors.
Pandemic challenge
The official start of the newly reinvented Tampere Ambassadors concept took place in the midst of the pandemic, when the entire world was reinventing communication channels and work formats.
Pekka Pernu:
– Oh, that was quite a ride, to say the least. To launch something new, which is highly human-centric and leans heavily on interaction between people. And not having a chance to meet face-to-face for more than a year wasn’t ideal, of course. We tried organizing a few events under the existing rules, but ended up cancelling time and time again because of the changing and tightening limitations for events. Not ideal, of course, but that’s how we lived our lives during those couple of years in every walk of life. At the same time we truly learned to appreciate the value of face-to-face interaction.
Yulia Shumilova recalls:
– The Tampere city Hall receptions are always a highlight of the year! And even when the Covid-19 pandemic started and the reception was moved online, we all dressed up behind the screens and were then sharing pictures of beautiful outfits in our group chat. We kept the community spirit even online!
Nuppu Suvanto:
– The most important thing that Tampere Talent Ambassadors managed to keep through the reformation is the spirit of commitment and motivation, and willingness to tell their stories and be the representatives of international Tampere citizens!
The progress evolves, pushing constant changes in global and local strategies. In line with these changes, Tampere’s experience in managing the Ambassadors concept has proven to be advanced by launching the concept and through its timely and wise improvements. These improvements have increased efficiency. Over the 10-year period, they have helped the Ambassadors program gain the trust of both local and international communities and build a sustainable, role-model collaboration. This year the renewed Tampere Ambassadors program celebrates its 5 years anniversary. Let’s look into the updates concept and its practical implementation.
Tampere Ambassadors today
The current concept is tightly linked with the objectives and the key indicators of the city of Tampere Strategy. According to the strategy, Tampere further develops its strong position as an international city of science and know-how by providing the best conditions for making the solutions of the future. Consequently, among the main objectives are investing in attracting international experts, strengthening the retention power, increasing Tampere’s attractiveness as a national and international student city, promoting the operating conditions of export-supporting growth ecosystems, and reinforcing the city’s attractiveness for international investment and high-end scientific congresses.
So far, the city of Tampere and its key stakeholders are very active in attracting opportunities and the concept of Tampere Ambassadors helps in this, being much wider than just international talent attraction. At the same time the concept is light and simple which provides flexibility and efficiency.
The current Tampere Ambassadors program is divided into the four subprograms where there are about 40 Ambassadors in total.
Tampere Congress Ambassadors
Tampere University researchers, who have had a significant input in summoning and organising international congresses in Tampere. They work actively in scientific organisations and represent international top research in their respective fields. Tampere Congress Ambassadors represent Tampere University and local scientific know-how in their global networks. A new Tampere Congress Ambassador is chosen annually.
Tampere Alumni Ambassadors
Alumni of the Tampere higher education community, who have strong bonds to Tampere and valuable merits in their studies and work-life. They promote interaction between higher education institutions and the surrounding society, support teaching, research work, and international business cooperation. In addition, they help increase the international visibility of the city of Tampere and its higher education opportunities.
Tampere Talent Ambassadors
International experts of various fields, who have moved and settled in Tampere. They are mentors who promote the inclusion of international workforce and act as cultural interpreters between their countries of origin and the people in Tampere. They also provide information about Tampere – in Finland and abroad – as a good place for living, working, and studying.
Tampere Business Ambassadors
Influential and visionary professionals in international business, who actively use their networks to advocate Tampere’s business ecosystems for investments and new business ideas. They have strong knowledge of the advantages provided by Tampere and are motivated to introduce these opportunities when travelling abroad.
All the subprograms function independently but share certain similarities.
– It makes a lot of sense to connect people with a similar mission, people who share a love for Tampere and are not shy to say it out loud,- says Pekka Pernu.
Among the four subprograms, “a love for Tampere” is the one universal selection criterion, along with the wish and potential to publicly share it with one’s own professional and personal networks.
– Tampere is a great example of finding high calibre industrial companies coupled with fresh and new cluster technologies that will create a competitive edge for the future. In this city you find talented people, great technologies and have a world class environmental setting,- admits Rene Graichen, Tampere Business Ambassador, COO, Plugit Ltd.
– Tampere is Finland condensed. It attracts both natives and foreigners from all around and puts them in a narrow isthmus between two beautiful lakes. Our 2 universities offer studies in almost all conceivable fields and work opportunities are plenty, even if sometimes hard to find if you don’t know where to look. Tampere is considered an attractive city even amongst Finns for being just the right size while still having the feel of a much bigger city,- marks Antti Kalliomäki, Tampere Alumni Ambassador, Senior Advisor, WSP Finland Oy.
The Tampere Ambassadors concept is an example of an umbrella framework uniting different city units and coordinating their activities. Each subprogram is placed within a relevant city unit and has a part-time coordinator. Additionally, there is a general coordinator responsible for overall activities, ensuring interconnection among subprograms and aligning them with the broader picture.
Subprogram coordinators are experts in their fields, with wide networks and a deep understanding of selection criteria, pace of activities, and motivating factors. This enables the selection of the best candidates, building trust, and achieving sustainable results.
– I appreciate the professional support I am receiving in organizing the conference including everything from social venue reservations, brainstorming on activities to include in the programme to visuals for websites and promotional materials. It is overall very important that the city and the University work so tightly together in the context of such scientific megaevents. I feel I am in good, firm and experienced hands,- says Nelli Piattoeva, Tampere Congress Ambassador, Professor, Sociology of Education, Tampere University.
Already before launching the present concept of Tampere Ambassadors program the previous experience showed that managing a network of top international experts committed to the city promotion and development on the voluntary basis has a great deal of diversity management and sustaining motivation. Ambassadors are busy people, this fact creates a special setting of coordinating any activity- not to overload, to provide maximum value, to stay on the same page with professionals from different fields and cultures, to achieve the program KPIs. Plenty of things to balance, plenty of things to track. This determines that coordination activities are efficient and often multifunctional, i.e. one activity hits many aims.
In this context the city has organised Mayoral luncheons and other networking opportunities for Tampere Ambassadors to get updates on the topical news of the city and get to know each other and key city stakeholders.
– From Tampere Ambassadors coordination team I appreciate at most the enabling of the possibility to meet people and network with the city,- claims Hemaka Abeywickrama Goonetilleke, Tampere Alumni Ambassador, Compliance Manager, Konecranes Oy.
Networking means a lot, it provides stable motivation and facilitates trust and horizontal collaborations between Ambassadors representing different subprograms.
As an example of the fruitful networking, in autumn 2021 started a collaboration between Modulight Oy, leading provider of laser solutions for personalised medicine, headed by Tampere Business Ambassador Seppo Orsila, and Bloom Ry, association for international talents integration in Tampere, headed by Tampere Talent Ambassador Kelly Keodara. The collaboration featured sponsorship of the association activities and co-organising Bloom Tech Forum.
Another result of successful networking is the Pulla Perjantai concept, which appeared in 2022 on top of collaboration between Tampere Talent Ambassadors, International House Tampere, and local industries. Now Pulla Perjantai is a monthly event linking Tampere companies and international talents to open and discuss Finnish hiring practices and workplace culture peculiarities.
In addition to the annual city updates and networking Mayoral event, the Tampere Ambassadors coordination uses digital channels to spread the information- send the surveys, info packages, and individual invitations to participate in the activities. Subprogram coordinators are always in touch and ready to help. Smooth and fast communication with no delays is another very crucial success factor in managing Ambassadors’ projects.
– Open communication and creativity of the team to get things organized are the two things I value the most from Tampere Ambassadors coordination team,- highlights Rene Graichen.
Of course, inside Tampere Ambassadors there are more tailor-made activities than the above-mentioned common and universal ones. Each subprogram forms its own schedule. For example, Tampere Talent Ambassadors subprogram has monthly face-to-face events of different sorts. Some of these events aim for the city branding when the Ambassadors enjoy the husky ride, floating sauna experience or the rooftop tour, actively sharing social media publications afterward. Some events are focused on international talent integration service design, some are pure community-building activities, some are focused on updating Talent Ambassadors about the International House Tampere news. Also, Talent Ambassadors are often individually invited to speak at the events, consult foreigners, give interviews, and participate in thematic photography or video projects about promoting Tampere.
Business Ambassadors might have financial and information support in organizing international business missions:
– We organized a presentation of around 10 local companies together with Business Tampere in Germany to create business relations and introduce new technologies to Agricultural global companies such as AGCO,- says Rene Graichen.
Alumni Ambassadors receive assistance in promoting Tampere and get visibility sharing their experiences as a former students:
– I was invited to a podcast session at TAMK to discuss socio-cultural differences to be understood as an international student in Finland and on the importance of learning Finnish,- recalls Hemaka Abeywickrama.
– I’ve managed to combine both being a Tampere Alumni Ambassador and working in an international consulting company. I get to promote our company to students while also getting to promote our students and universities to our international customers and partners,- says Antti Kalliomäki.
Very often a brand new activity is co-created on the edge of the city resources and the Ambassador’ strengths and opportunities. The concept is a living entity which means that new formats appear constantly. The task of the coordination is to balance hard and soft components, to motivate and stay open and flexible linking both ends for the benefit of the program’ aims and the city’s development. At this point no doubts that new ideas and formats will arise and some new transformations will come in resonance with the fresh trends, political and economical streams. Let’s dig now into the future of the Program to see what will shape its activities in the new decade.
Future of Tampere Ambassadors Program
Speaking about the future, having a realistic and well-grounded strategy, especially in the present turbulent times, is key. It is very inspiring to see that, despite all de-globalisation trends and general economic downturn, Tampere stands strong for the aims of internationalisation.
As stated in Tampere’s Internationalisation Strategy issued by the city Council in March 2025 (Tampereen kansainvälisen toiminnan kärjet 2025–2029), “In the midst of intensifying competition between cities and countries for experts and technology, Finland has the opportunity to succeed in many competitions with its strong technological expertise, stable society, and clean nature. In this context, the contribution of cities is needed. Cities are also increasingly dependent on international success to succeed. We need experts, exports, and investments, and the best ideas to promote pioneering.”
In fact, internationalism in its various forms already penetrates the city. Nowadays, Tampere and its partners are more international than ever: the global dimension is involved in almost everything happening here. The main aims of further internationalisation activities are securing economic conditions to enable sustainable development, strengthening the city’s competitiveness in the long term, and promoting international attractiveness, recognition, and pioneering.
Katri Rauvola, Senior Marketing Specialist at the city of Tampere and Coordinator of the Tampere Ambassadors program admits:
– It is fantastic to see international awareness of Tampere grow, especially as a city known for its innovation and high quality of life! Strengthening our global profile and creating a welcoming and open community is something I’m really excited about. We have a lot of expertise to offer and are just as open to learning from others. I hope that as Tampere continues to grow, we’ll see even more international professionals and companies choosing to join our community. It’s essential that we support an open atmosphere, embrace multiculturalism, and foster a strong sense of community where everyone feels welcome and included.
Three main priority areas in Tampere’s international activities for the next 5 years
These priority areas encourage the mission of Tampere Ambassadors to boost Tampere’s internationalisation efforts by taking advantage of their skills and networks.
The first area is attracting international talent. The availability of experts is one of the most critical challenges for the growth and internationalisation of local companies. Tampere is competing for experts with the rest of the world.
– Today in Tampere live and work approximately 4,300 highly skilled professionals engaged in management, specialist, and expert positions,- highlighted Mikko Kesä, founder of Mikko Kesä Oy, and presenter at the Kansainvälisellä osaamisella kasvuun forum, 31.10.2025, Tampere.
As marked n the new Roadmap for attracting and retaining global workforce (Kansainvälisen työvoiman saatavuuden ja pitovoiman tiekartta 2026–2035), the city aims to increase the number of immigrant entrepreneurs, business owners, senior executives, and specialists, and to further improve the services for them and their families. The targeted growth of this segment is about 750 people per year.
At the same time, there is a clear focus on sustainable talent attraction- aligning the region’s labor market with the expectations of people who have moved to Finland and making the overall employment processes smooth. Also, connecting talent attraction communications with the strengths associated with the city image is considered important. The above-mentioned measures will be embedded in the activities of the Tampere Talent Ambassadors and Tampere Alumni Ambassadors subprograms in talent attraction and integration.
The second area is strengthening Tampere as a sustainable and smart city. As international pioneering cities are profiled as a combination of sustainability and intelligence, in Tampere the theme has been promoted through the joint development of climate and biodiversity initiatives and smart city solutions. Tampere has been internationally recognised and awarded in several sustainable and smart city competitions. Tampere Congress and Business Ambassadors activities strongly reinforce this direction.
The third area is strategic industrial focus areas. The regional business strategy, implemented under the leadership of Business Tampere- which coordinates the Tampere Business Ambassadors subprogram- provides a framework for promoting exports and attracting investments in the fields of chips, the defence industry, the experience economy, and energy.
In the experience economy, events and congresses are particularly important. Through the Congress Ambassadors subprogram, Tampere strives for partnerships with international actors in the field of the experience economy and new technologies and increases its own expertise and visibility through cooperation.
– The Tampere Ambassadors program is a great example of how the city puts its internationalisation strategy into action. It’s not just about promotion; it’s about building real connections. The program brings together people who are passionate about Tampere and gives them the tools and platform to share the city’s story globally,- says Katri Rauvola.
The city’s internationalisation strategy is backed up by the new Mayoral Programme. As Mayor of Tampere Ilmari Nurminen in his new Mayoral Programme Creating a Future Together 2025–2029 states:
– Our Tampere is a vibrant, equal, international and prosperous city that will continue to be the most attractive and ambitious in Finland regarding its goals related to nature and the environment. We will promote the city’s growth, taking into account its economic situation as well as socio-cultural and ecological sustainability. We actively seek to attract international companies and investments to Tampere. The city will live and thrive when international residents feel at home here.
Among the main goals of the Mayoral Programme are: attracting a wide range of international experts, students, companies, and investments; improving the vitality of Tampere by supporting the RDI, start-up, and innovation environment; and increasing the provision of services in foreign languages as well as the employment and integration of the international population.
– Mayoral Programme and Tampere Ambassadors program resonate strongly and complement each other in meaningful ways. What I find especially powerful is how both programs highlight the importance of people. Together they help position Tampere as a forward-looking city that values diversity, innovation, and global collaboration,- claims Katri Rauvola.
Tampere Ambassadors program development on the operational level
– On the operational level, the Tampere Ambassadors program will continue to function through its four subprograms: Talent, Business, Alumni, and Congress Ambassadors. Each of these will be further developed in collaboration with key partners like International House Tampere, Business Tampere, Tampere University, and Tampere Convention Bureau. The goal is to ensure that each subprogram has a clear focus and meaningful impact. If there are changes, they’ll likely focus on strengthening the program’s strategic role- a platform for co-creation, peer learning, and long-term engagement with stakeholders. The program will also support the city’s goals around talent attraction and retention, international business, and cultural exchange,- says Katri Rauvola.
During the past five years, the subprograms have accumulated plenty of coordination experience, allowing them to shape activities in the most efficient way for each subprogram. However, there are a number of universal practices that will be carried into the future- for example, personal meetings.
– We have noticed that meeting face to face is important for community spirit and for exchanging ideas,- admits Nuppu Suvanto, Service Manager of International House Tampere.
Tampere Ambassadors are annually invited to the honorary Mayoral Luncheon in the city Hall, and this tradition will continue. Within each subprogram, there is a separate annual plan of internal meetings and communications- some meet monthly, others several times per year.
Tampere Ambassadors are volunteers, and at the same time, they are very active and busy in their main fields of occupation. Another important takeaway for the future is wise human resource management.
– We invite professors to become Congress Ambassadors as a way of thanking them for their commitment and active role in hosting and/or bidding for international congresses. They are outstanding representatives both internationally and within the University,- marks Laila Walldén, Account Manager at Tampere Convention Bureau and coordinator of the Tampere Congress Ambassadors Programme.
– We know professors have very busy schedules, so we truly value their participation in our events. Whenever we meet, we aim to create an agenda that benefits everyone,- adds Account Manager Pia Helminen, who co-leads the Tampere Congress Ambassadors Programme with Laila.
Each subprogram has its own digital channels where members will continue to receive city updates, materials, and invitations to projects and events. Similarly, subprogram coordinators will maintain individual communications with Tampere Ambassadors based on their profiles and program needs.
The number of Tampere Ambassadors will not significantly change and will remain around 40 people. New members are planned to join mainly by invitation, based on recommendations, track records in the field, and personal motivation.
As well said, stability is a sign of skill. And a platform for profound and reliable activities, especially meaningful in hectic times.
– We definitely want to continue joint development and operational activities with the Ambassadors, because they benefit both the city and international inhabitants. The program will, of course, be developed and improved continuously, but most likely there will not be big changes in the near future,- says Nuppu Suvanto.
– The future of the Ambassadors program looks both promising and purposeful,- adds Katri Rauvola.
In accordance with that, leaning on the rich traditions and striving boldly for the future, the Tampere Ambassadors will keep boosting visibility, building international connections, helping Tampere attract and retain global talent, investments, and events- and strengthening its image as an open and connected city!
Congratulations, Tampere Ambassadors and here’s to an amazing new decade ahead!
