Pasi Latva will assume the role of Chief Executive Officer of Santa’s Hotels on 1 September 2026.
During his career, Latva has worked as a management consultant and as Group CEO of Elämys Group, among other leadership positions.
“It is a privilege to join the leadership of such a remarkable family-owned company, especially while honoring the life’s work of the company’s recently departed founder,” says Pasi. “I am excited to become part of the Santa’s Hotels team and help shape the company’s next phase of development. The hotel chain has a strong history and an exciting future ahead, especially with the upcoming opening of Santa’s Hotel Noelle in Rovaniemi. These are truly interesting times for tourism in Lapland. I look forward to working together with the team to continue developing our destinations,” he adds.
Pasi moved to Rovaniemi with his family shortly before applying for the CEO position at the hotel chain.
Santa’s Hotels
Santa’s Hotels is a Finnish hotel chain devoted to merry stays and is part of the family-owned Sava Group. The group has been operating in the hospitality industry for more than 30 years, and over the years Santa’s Hotels has grown into one of the most significant tourism operators in Lapland. In addition to Rovaniemi, the chain’s hotels are located in Luosto, Saariselkä, Kilpisjärvi and Kalajoki. The portfolio also includes a high-end villa in Levi. In 2025, Santa’s Hotels generated revenue of approximately EUR 35 million and employs around 150 people year-round and approximately 300 people during peak seasons.
Further Information
Markko Vaarnas
Santa’s Hotels
Tel. +358 40 540 3390