Kuusamo’s tourism has its roots in Juuma. Tourists flocked to Paanajärvi, the border village of Kuusamo, especially in the 1920s and 1930s, but even before that, the village of Juuma had gotten used to the fact that there were enough travellers on the waterway Livojoki-Livojärvi-Kitkajärvi-Kitkajoki-Paanajärvi. The destination was the legendary Paanajärvi, but the landscapes and rapids of Kitkajoki also attracted tourists of the early 20th century.
Tourists who arrived from Käylä along the Kitkajoki found a place to stay in Juuma, food and transport services in the houses of the village. At first, the tourists were accommodated in the house and the household slept in the storage sheds, the guests ate at the same table as the household and were allowed to participate in the work of the house. Gradually, the places developed into tourism companies with cabins, kiosks, and program services to serve the hikers and fishermen of the Karhunkierros.
The first rafting programs were created in Juuma’s tourism companies. At the turn of the 21st century, Juuma has developed into an international nature tourism destination. Tourism that respects nature and relies on nature-based well-being has its roots in Juuma.