Ruka and Pyhä: Responsible growth keeps the fells alive

Rukakeskus CEO Antti Kärävä is a lifelong skier and a familiar face on the slopes of both Ruka and Pyhä.

Rukakeskus, the family-owned company behind Ruka and Pyhä, is building the future with long-term commitment and respect for nature. Every investment – from winter slopes to summer activities – aims to support sustainable growth and keep the fells vibrant all year round.

At Ruka and Pyhä, strategies are not just written down – they are carried out. Bold development and determined execution create a solid foundation for economic, social and environmental responsibility far into the future.

Outdoor fun at Ruka – pure adventure at Pyhä

Ruka’s goal is to be the best year-round destination for families who love outdoor recreation and nature – a “National Amusement Park,” as the concept promises.

Pyhä, on the other hand, is an all-season fell for adventure, where the Pyhä-Luosto National Park’s fells and gorges offer Finland’s most diverse freeride routes and outdoor experiences.

According to CEO Antti Kärävä, the company’s philosophy is guided by a multi-generational way of thinking:

“People come to the fells in two, three or even four generations. There’s something for everyone here, and quality time together as a family is highly valued. This multi-generational trend is getting stronger.”

Renewal with balance

“Standing still is the road to decline. You must know what the customer wants – and be ready to lead the way,” says Antti.

Last winter, Ruka opened a completely renewed Ruka Park, developed together with the City of Kuusamo. The two-million-euro investment turned the park into a world-class freestyle area that now meets World Cup standards, featuring energy-efficient lighting and an automatic snowmaking system. Thanks to stored snow, the park opens already in October. The nearby Pessari slope also opens early for alpine and mogul training groups.

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At Pyhä, a five-year project is underway to develop new freeride slopes and services in harmony with nature. New slopes are being opened both for beginners and experienced freeriders, with safe access directly from the lifts. As skills grow, skiers can venture deeper into the untouched powder of the national park – either independently or with local guides.

The project is led by freeride legends Antti Autti and Jarkko Henttonen.

Early pioneers of sustainable development

Rukakeskus was among the first ski resort companies in Finland to create long-term master plans. The plans for Ruka and Pyhä were designed together with Canadian resort planning specialist Ecosign. The goal: to build compact, easy-to-access resorts that preserve as much untouched nature as possible.

Innovation has also been evident in lift development. Ruka was the first in Finland to build 4-, 6-, and 8-seater chairlifts. The latest major project was the complete renewal of the Masto area, where new easy slopes and a modern 8-seater chairlift made it one of Ruka’s three most popular lifts – while significantly reducing queue times at the Vuosseli lift.

Accommodation that sustains the fells

Increasing accommodation capacity has been a key part of both resorts’ strategy. The Ski-Inn model has increased the number of rentable units and strengthened financial sustainability.

Because there is little available land left in Ruka Village, development has expanded to the Saarua side. The Village-2-Valley gondola connects the areas, serving both as a ski lift and a sustainable transport link. Over the next ten years, around a thousand new beds will be built in the new Saarua village.

At Pyhä, accommodation capacity took a major leap with the completion of two Kultakero apartment hotels, offering nearly 400 beds right by the slopes.

Summer development takes center stage

Winter seasons at Ruka and Pyhä are already strong, but summer development has become a strategic focus. The key month is August, when the aim is to attract international guests to fill the quieter period between the Finnish summer holidays and the autumn color season.

Ruka already offers a wide range of summer activities – an alpine slide, bike park, the Ruka Coaster mountain roller coaster, a zipline and the Ruka Rally downhill karts. In summer 2026, a new adventure park will open in the forest next to the ski jump tower.

At Pyhä, summer services are developed together with other companies in the Pyhä–Luosto region.

“There must be a wide variety of things to do – everything where you can make use of gravity,” says Antti. “Fun, exercise and sports in the pure northern nature.”

Developing well-marked trails is also an important part of the work. Good guidance helps protect nature by directing visitors to marked routes – keeping the sensitive northern landscape as it should be: untouched.

A family company that plays the long game

Rukakeskus operates with its values firmly in mind: long-term vision, humanity and responsibility. For the Aho family, economic sustainability is the foundation for both social and ecological responsibility.

“Courage and passion come from the Aho family itself. You need to lean forward, but in a controlled way. We plan carefully and execute decisively. As my predecessor Ville Aho once said – ski resorts quarter is 25 years.”