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Sustainable Finland: Successful communication for conscious travel in Ruka-Kuusamo
Visit Finland's vision is to be the world's leading sustainable destination. But how can potential travelers to Finland be made more aware of the available sustainable offers so that they book them preferentially?
Tatjana Peters
Project objectives
Finland on the way to becoming the 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, sustainable destination
Visit Finland's vision is to be the world's leading sustainable destination and the first choice for mindful travelers. Therefore, sustainability is at the center 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 as a guide for 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 travellers 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 Finnish travelers more aware of the sustainable commitment and offerings of Finnish destinations and to help them give preference to booking or using more sustainable products and offers, the joint STF program was launched. as part of the joint project, a concept for effective and successful sustainability communication was developed and put into practice using the example of a destination already certified with the STF label.
Successful communication for conscious travel in Ruka-Kuusamo
The Ruka-Kuusamo region in north-eastern Finland was acquired 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 enthusiasts.
The region already offers numerous more sustainable and climate-friendly options. As part of the joint project, these were first recorded and analyzed in terms of how they are currently marketed and communicated. Based on the findings, a concept for the successful communication of sustainable offers was developed as part of a scientific paper and tested using a survey of travellers to Finland.
The results were summarized in a practical guide for effective sustainability communication. The focus here is on the principle of "nudging", i.e. small, targeted impulses that intuitively encourage people to behave in a more environmentally friendly way.
Project 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 offers and evaluation of the results as part of a scientific paper
Summary of the results in a practical guide
