Sustainable Finland: Successful communication for sustainable travel in Ruka-Kuusamo
Visit Finland's vision is to be the world's leading sustainable travel destination. In the frame of the joint project of Futouris and Visit Finland it was analysed how potential travelers to Finland can be made more aware of the existing sustainable offers so that they book them preferentially? The results were summarised in a practical guideline.
Project goals
- Raising awareness among travellers to Finland about sustainable travel offers.
- Making sustainable travel offers in Finland more visible and accessible than conventional offers.
- 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.
The Sustainable-Travel-Finland program
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 was 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 were recorded and analyzed to determine how they are currently marketed and communicated. Based on the findings, a concept for the successful communication of sustainable offerings was developed as part of a scientific study and tested using a survey among travelers to Finland.
The results were summarized in a practical guide for effective sustainability communication. The focus is on the principle of ‘nudging’. i.e. small, targeted stimuli that intuitively encourage people to adopt more environmentally friendly behavior.
To the guidelineProject activities
The following activities were implemented
- 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,
- Summary of the results in a practical guideline.
Overview
Hide Facts
Location
Ruka-KuusamoSupervisor
Project Start
01.11.2023Project End
31.12.2024Project Partner
response & ability GmbHShare Project
Tatjana Peters
Project manager
News from Futouris
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.