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An idea is to combine some of the mentioned events in one event with the common theme of celebrating the sun and nature and ...arts (maybe). Message: bringing joy and energy (sun), happiness (the happiest country), pure nature, and the idea to take care of it.

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Linnanmäki is famous for their light carnival which they organize every autumn. Central Ostrobothnia has festival called Venetsialaiset which celebrates the end of cottage season. Cities are decorated with lights and candles. Different kinds of seasonal festival attract people. In these kind of events it is easy to promote local products and services. Also, local students could help with organizing events like this (Arctic Design week for example)

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This could be for finding people both for winter season and summer season to work in Rovaniemi (city itself, but of course mainly Santa Claus Village), companies can meet people in person and people from different places can get an impression of the place and companies.

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This would be a summer event for comedians from anywhere meeting at the Arctic Circle to "compete with humour" in Lapland's nature and make the bright days even brighter. I am not sure if any other Finnish city is already doing something like that, but this event's USP could be firstly the location and secondly it could also involve comedians from Norway and Sweden who travel to Rovaniemi for this event ->would also be good for summer tourism there;)

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Fan Conventions are getting bigger and at the same time more dispersed every year (San Diego Comic Con, MCM Comic Con London, Gen Con).

Board Games are seeing a renaissance and so do table top role playing games (the likes of Dungeons & Dragons). And increasing number of people are enjoying activities such as Cosplay (creating and wearing elaborate costumes modeled after pop-culture characters) and LARPing (life-action role playing).

Rovaniemi, being "in" the arctic circle has what many would consider a magical landscape. There is also a lot of know-how in role-playing/acting by guides who have already played elves for many years. In addition Rovaniemi has plenty of artists who work with wood, leather, metal, and other materials and would be well capable to create costumes and props.

In terms of creativity the area would be perfect for all types of smaller scale fantasy fan conventions perhaps in the style of the American "renaissance fair". These events could be held summer (using tents and other temporary construction to protect against bad weather) and winter (on the larger sites away from the main village using ice sculptured constructions in addition to other temporary constructions/tents).

In addition to the conventions the organisers could feature workshops with local artists, fantasy walks into the forest (picking berries, making food over the fire - immerse fans in a fantasy world), and in winter the more traditional Santa experiences.

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I know he keeps mentioning it all the time so it does not seem as innovative but there does seem to be a lot of money in weddings according to the below article.

Also I just stumbled upon a wedding planner who is trying to turn Lapland into a destination wedding location so it might be a up and coming trend.

Wedding Industry - A Profitable Market - CEOWORLD magazine

https://arcticweddingfinland.com/

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Coronavirus may have caused a slow decrease in the margins of the wedding industry but the overall pictures of this market are really encouraging. Investors love the idea of dealing with that and more and more businessmen deal with wedding planning. The reason? Simple! No serious initial investment is required to get started and whether you will succeed depends on whether you are organized and punctual rather than whether you can start with capital. People are very happy when they plan their wedding and it is not the moment when they chose to be tight with money. For this and many other reasons, the industry has proven very profitable and open to new entries.

1. More than a religious moment, marriage is a kind of social event. Actually, according to sociologists, this is how it has always been. Marriage would be a point where two people would declare their devotion to one another to their close society of people. An announcement that they intend to extend their family and have kids. As years went by the event gained different forms of expression and now is the party that follows the ceremony is what this is all about. In the past for most civilizations, the celebrations would start before the wedding and would peak when the wedding took place. The first night of the married couple would follow and then the honeymoon, which would last a month, allowing the newly married to enjoy their love. Adding up all that means it's more than a ceremony and so money is spent for a variety of reasons on this occasion.

2. More divorces more weddings
One of the reasons because the industry is so profitable is because there are more weddings taking place nowadays. Even though people are less religious they still want to get married to experience the glory of the wedding. In addition, due two the fact that society is more open to divorces nowadays, more and more people end their marriages when they feel their relationship has come to an end. Some of the divorced couples are actually very young and they are very likely to get married even more than once again. The total number of weddings is therefore increasing leading to an open market that sees this business as a great investment.

3. Spending on a wedding becomes popular
Putting a lot of money on a wedding has initiated in the United States and the whole western world but it seems to be spreading all over the globe. Other countries, on the other hand, copy the culture of developed countries and adopt the exact same patterns. China has especially noted a great increase in weddings over the last years. Countries like China who have such a big population add to the whole wedding industry sum. The differences in religion are easier to overcome and people now have options.

4. Why are weddings so expensive?
Prices of a wedding vary and not few are the cases where the numbers become astronomic. However, there are real reasons why the cost is so high. For one thing, there are many things you have to pay for. From the photographer to the DJ, and the catering up to the decoration, the invitations. The second thing is that most of them have to move. They come from they are located to where the marriage takes place. In some cases, such as the photographer and the catering they have to carry equipment also. All this staff adds a serious amount to the cost.

5. What sets the price of the wedding planner?
An interesting question would be: how much could a wedding planner get? Well, the answer to that depends on many parameters. The most important is to keep in mind that a wedding planner sets his own price. Their annual salary varies from $40,000 to $120,000 approximately. The class of their potential clients determines their price. In the meanwhile, there are some cases where clients demand only a part of the planning to be taken care of by a professional and they insist to take up some of the planning responsibilities themselves. This decreases the profit margin. In any case though, in a word of crisis weddings still have a lot to offer.

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Wedding Industry - A Profitable Market - CEOWORLD magazine

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Coronavirus may have caused a slow decrease in the margins of the wedding industry but the overall pictures of this market are really encouraging. Investors love the idea of dealing with that and more and more businessmen deal with wedding planning. The reason? Simple! No serious initial investment is required to get started and whether [...]

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There is already a lot of focus on fresh air, mindfulness, closeness to nature etc. in Lapland

I did not research this type of event so I am not actually sure if this is a thing yet.

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Open air concerts close to nature would be fun and attract people also in summer time under the midnight sun or similar. they could also be themed, e.g. christmas (obviously), metal (so finnish hehe), jazz, pop, autumn, spring, etc.
The events could be organised in a sustainable way as USP?

Photo links:
https://poble-espanyol.com/wp-content/uploads/2022/02/Poble-Espanyol-Alquiler-de-espacios-Conciertos.jpeg

https://poble-espanyol.com/en/space-for-rent-barcelona/hiring-venues-for-concerts/