Follow These Instructions and Tourists Can Win Gold Bars Worth Rp380 Million
A tourist destination in Finland is offering a unique way to attract visitors during the summer season. Instead of merely enjoying natural scenery, visitors are now invited to participate in a treasure hunt for gold bars valued at 20,000 euros, or approximately Rp380 million.
The programme, titled ‘Midnight Sun Hunt’, is being held in Levi, a popular resort area in northern Lapland, Finland. This region is traditionally known as a winter tourism destination, famous for its ski slopes and the Aurora Borealis.
However, as summer arrives, Levi is attempting to attract more tourists through a different adventure tourism concept. In this programme, participants follow a series of clues to find gold bars hidden at various locations throughout the Levi area.
According to CNN International, the hunt began on 18 June 2025, starting from the Levi Visitor Centre. Participants can register and receive their first clue before proceeding with the search across various hiking trails, tourist attractions, and local landmarks.
Organisers stated that the gold can be found at any time after the first clue is provided. Throughout the summer, additional clues will be released continuously to make the gold’s location easier to track. The final clue is scheduled to be announced on 22 August.
Strategy to Boost Summer Tourism
Levi is situated above the Arctic Circle and has long been recognised as one of Finland’s largest ski tourism hubs. The area is also a favourite destination for tourists wishing to witness the aurora phenomenon during winter.
During the summer, however, the Lapland region experiences a unique natural phenomenon known as the ‘Midnight Sun’. During certain periods, the sun almost never sets, providing the region with 24 hours of sunlight.
Levi’s tourism managers described summer in Lapland as a ‘hidden gem’ that is not yet widely known to international tourists. This gold hunt is part of a destination diversification strategy employed by many European winter resorts. As the snow melts, various alternative activities are offered to maintain visitor numbers.
In addition to the gold hunt, tourists in Levi can enjoy activities such as paragliding, hiking, rafting, and mountain biking. The Midnight Sun Hunt is organised in collaboration with Agnico Eagle Finland, a gold mining company based in Kittilä, Finland, and the Levi Ski Resort.
Despite the treasure hunt, participants are reminded to protect the environment. Organisers emphasised that the search for gold does not require digging or damaging nature. Participants are also requested to remain within permitted areas and respect the surrounding environment during the hunt.