Visit Tampere appoints Pitkämäki to lead Moomin project

Visit Tampere announced that Heidi Pitkämäki will become the project director for Tampere’s Moomin project, starting April 1, and she moves from Tampereen Messut where she led brand and communications and oversaw a wide corporate brand overhaul. Pitkämäki previously served as marketing manager at Ratina Shopping Centre, where she was responsible for the launch and overall marketing.

The city aims to develop Tampere into the world’s only home for the Moomin Museum as part of a broader effort to combine urban development, culture and art with experiences and tourism to boost international appeal. In her new role, Pitkämäki will steer strategic development and coordinate a large stakeholder network in collaboration with the city of Tampere, the group companies, Visit Tampere experts, and domestic and international partners.

Pitkämäki says she is excited to help build an ecosystem in Tampere where the Moomin values, culture and city experiences merge in new ways. She notes Tampere has a unique starting point as the Moomin Museum’s home city and says her goal is to establish Tampere as the international home for the Moomins with year‑round storytelling visible throughout the city.

According to YLE, the leadership post is temporary until the end of 2027 and tied to Tampere’s strategy to establish Tampere as the international home for the Moomins.

YLE also reports Pitkämäki said, "I have a very warm relationship with the Moomins, and it has surely strengthened a lot thanks to my own children."

According to Aamulehti, Pitkämäki said, "I want the Moomins to be visible in Tampere year-round — in events, urban spaces and experiences."

Visit Tampere’s leadership and Tampere city officials welcomed Pitkämäki. Jari Ahjoharju, Visit Tampere CEO, said the organization received many excellent applications and that Pitkämäki’s long experience in building brands, working with commercial actors, and developing commercial concepts, along with her strong knowledge of local actors and stakeholder collaboration, provides a clear advantage for advancing the Moomin project. Tampere City’s Deputy Mayor Anne-Mari Jussila noted that a steering group for Moomin development has been established to prepare the project’s vision and that more details will be shared later in spring.