Sweden's Santaworld draws about 15,000 visitors from the last week of November to the first week of January. In Norway, the Christmas House in Drobak attracts 200,000 people a year.
Sweden's tourism industry generates about US$14 billion a year, while the tally in Finland amounts to about half that. In Norway, tourism is a US$11 billion industry.
Santa, with aliases ranging from Pere Noel in France to Shengdan Laoren (聖誕老人) in China, never set foot in Scandinavia.
The character stems from Saint Nicholas, a 4th century bishop in Myra in Anatolia, today's Turkey. Legends of his generosity grew after sailors in the 11th century stole his remains and took them to Bari in Italy, and Saint Nicholas was incorporated into Christmas celebrations. His relics remain in the basilica of San Nicola in Bari.
The Dutch, who call their Santa figure Sinterklaas, took their custom to the US in the 17th century when they settled in New Amsterdam, now New York. Sinterklaas became Santa Claus.
"It seems silly to profile yourself" as part of Santa's homeland, said Stefan Oestroem, chief executive of Sweden's Paradiset DDB advertising agency. "He doesn't exist so it's not trustworthy." The Santa Claus Foundation disagrees.
"By branding products, we can increase our credibility" as Santa's homeland, Lipponen said. "The more companies that use the logo, the more everyone can benefit." The Finnish foundation, which estimates some 20 million products display its Santa logo, gets 17,000 euros from each member and royalties from sales of Santa-branded wares.
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