Visit Finland is taking leadership on sustainability on a national level, enabling an entire country to move towards its sustainability goals.
In May 2019, the newly formed government in Finland announced it wants to make Finland the first carbon-neutral welfare state by 2035. This meant it was now time to seriously take action which leads to Visit Finland developing the 'Sustainable Travel Finland' concept, a low threshold development tool to assist Finnish travel companies and DMOs to adopt sustainable practices and follow SDGs.
In May 2019, the newly formed government in Finland announced it wants to make Finland the first carbon-neutral welfare state by 2035. This meant it was now time to seriously take action which leads to Visit Finland developing the 'Sustainable Travel Finland' concept, a low threshold development tool to assist Finnish travel companies and DMOs to adopt sustainable practices and follow SDGs.
Visit Finland is taking leadership on sustainability within the destination to a national level, enabling an entire country to move towards its sustainability goals. In May 2019, the newly formed government in Finland announced it wants to make Finland the first carbon-neutral welfare state by 2035. This meant it was now time to seriously take action which leads to Visit Finland developing the 'Sustainable Travel Finland' concept, a low threshold development tool to assist Finnish travel companies and DMOs to adopt sustainable practices and follow SDGs.
This concept requires commitment, increasing know-how, developing an action plan, responsible communication, certification, verification and measurability.
Read the article.
1. The programme has 3 key dimensions: Sustainable development programme for the tourism industry in Finland, a marketing communication tool for Visit Finland, and a label for both consumers and the travel trade to be able to easily identify sustainable travel companies and destinations in Finland.
2. Everyone wanted to be sustainable but there was no solid commitment. The programme enables commitment from DMOs and funding bodies, and for companies, both staff and management.
3. After commitment, it’s about increasing know-how, education and awareness. Content needs to be educative and practical so Visit Finland developed an e-learning platform and workshops about sustainability.
4. If you want to get the message across to visitors, you have to communicate. Shout about what you're doing.
5. The programme is still in the piloting stage and it already has 12 DMOs on board. During the piloting stage, Visit Finland is in constant dialogue with all 12 DMOs meaning there are constant feedback and development, ensuring the programme really serves its purpose.
Within Visit Finland, Liisa Kokkarinen heads the 'Sustainable Arctic Destination' programme, with the aim to shift the travel industry in Finland towards a more sustainable future. As a part of the programme Liisa and Visit Finland’s sustainability team has created a ‘Sustainable Travel Finland’ concept, a tool to assist Finnish travel companies and DMOs to adopt sustainable practices.
.webp)