Because of the unspoiled nature and numerous recreational opportunities, tourism is an important industry in Rovaniemi. The city has a number of hotels and restaurants located both in the center and on the outskirts of the town.
1998 Spanish romantic film Lovers of the Arctic Circle (Los amantes del Círculo Polar), by director Julio Medem, partly takes place in Rovaniemi.
Rovaniemi appears in the video game Tom Clancy's EndWar as a possible battlefield. In the game, Rovaniemi houses military facilities critical to a missile shield for a European Federation.
Rovaniemi is a central scene in a documentary film Reindeer spotting.
TV-Star Bam Margera and his friends travelled to Rovaniemi in their movie Bam Margera Presents: Where the ♯$&% Is Santa? In order to find Santa Claus who is assumed to live in Rovaniemi.
A version of the music video for Lordi's song "Hard Rock Hallelujah" was filmed near Rovaniemi
