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Sustainable Travel Offers

Sustainable Finland: Successful communication for sustainable travel in Ruka-Kuusamo

Visit Finland's vision is to be the world's leading sustainable travel destination. But how can potential travelers to Finland be made more aware of the existing sustainable offers so that they book them preferentially?
These questions will be answered as part of the joint project.

Project goals

  1. Raising awareness among travellers to Finland about sustainable travel offers.
  2. Making sustainable travel offers in Finland more visible and accessible than conventional offers.
  3. Strengthening Finland’s position as a sustainable travel destination.

Finland on the way towards a world’s leading sustainable travel destination

Visit Finland’s vision is to be the world’s leading sustainable travel destination and the first choice for mindful travelers. Therefore, sustainability is at the heart of all activities. For example, the Sustainable Travel Finland (STF) program developed by Visit Finland not only supports Finnish companies and destinations in implementing more sustainable practices, but also serves to guide travelers to use more sustainable offers.



Das Sustainable-Travel-Finland-Programm

The Sustainable Travel Finland label is a 7-step program for implementing sustainable practices and principles for Finnish companies and destinations. It is designed to make it easier for the travel industry and travelers to recognize responsible tourism companies and destinations. There are currently 600 companies participating in the STF program and 73 companies have already been awarded the label.

Making sustainable travel offers more visible

In order to make travelers to Finland more aware of the sustainable commitment and offers of Finnish destinations and in addition to support them in preferring to book or use more sustainable products and offers, a concept for effective and successful sustainability communication will be developed and implemented in practice. The practical implementation will take part a Finnish destination already certified with the STF label.

Successful communication for conscious travel in Ruka-Kuusamo

The Ruka-Kuusamo region in north-eastern Finland has been chosen as a partner destination. With its unique nature, three national parks, countless lakes, gorges and forests, the region offers special experiences for all nature lovers and outdoor fans.


The region already offers numerous, more sustainable and climate-friendly offers. As part of the joint project, these will first be recorded and analyzed to determine how they are currently marketed and communicated. On the basis of the findings, a concept for the successful communication of the sustainable offers will be created. Together with the region’s tourism association, 2-3 of the proposed measures will be implemented in practice. The success will be analyzed according to predefined criteria as part of a bachelor thesis.

Project activities

The following activities are planned

  • Joint kick-off workshop in partner destination to jointly develop the status quo: What sustainable offers already exist and how are they marketed?
  • Development of a communication concept for the successful communication of sustainable travel offer
  • Implementation of selected communication measures by destination
  • Evaluation of the results as part of a scientific study
  • Dissemination of the results and transfer to other destinations in Finland


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Curious to know more about our other projects?

Together with our members, we at Futouris develop innovative projects and implement them in practice. Our projects are as diverse as our members. Our common goal: to preserve travel destinations and make the industry fit for the future.