Finland has become a poster child for sustainable destination development — not just through policy, but through practice.
A large part of that success is thanks to Visit Finland‘s Liisa Kokkarinen. Her work bridges the gap between strategic branding and measurable sustainability outcomes. In this interview, Liisa shares how the Sustainable Travel Finland (STF) program supports Finland’s international reputation. She also reflects on the challenges, trends and priorities shaping the future of destination branding and sustainability.
Liisa, you lead Visit Finland’s sustainability work and the Sustainable Travel Finland (STF) program. What was the original vision behind STF — and how does it support Finland’s appeal as a responsible destination?
Finland is not yet widely known as a tourism destination, although we experienced steady growth in the previous decade. Along with that growth came the first (even if weak) signals of tourism’s negative impacts. Eventually, Finland’s Arctic Strategy (2017) identified sustainable tourism as a key priority. It called for the creation of a national sustainable tourism destination programme as a concrete measure.
Tourism in the Arctic region is closely tied to its unique natural conditions and the businesses built around them. There is also strong global interest in the Arctic, particularly due to the visible effects of climate change. The integrity of nature, biodiversity, clean air and water, polar nights, the midnight sun, silence and the region’s unique culture are all core attraction factors.
According to the Arctic Strategy, ensuring the balanced development of livelihoods in the region requires the sustainable coexistence of different industries. This needs a strong management of environmental and socio-cultural impacts.
The original vision was to safeguard the Arctic. We wanted to create an umbrella label that supports companies and destinations in systematically applying sustainable development practices in their operations.
Visit Finland was tasked with implementing this strategy and that’s when I came into the picture. Sustainable Travel Finland (STF) is an educational programme for the entire tourism industry in Finland. It provides businesses and destinations with a comprehensive toolkit. They can learn and adopt sustainable practices, measure their impact, and be recognised with the Sustainable Travel Finland label.
In what ways does Finland’s approach to sustainable tourism stand out compared to other countries, especially when seen through the lens of destination branding?
Many countries are doing fantastic work when it comes to sustainable tourism development. What makes Finland stand out, in my view, is that our programme has been co-created with the industry, and designed for the entire industry.
From the very beginning, a wide range of stakeholders, from NGOs and educational institutions to large destinations and small tourism businesses, have come together to shape what STF is today: a programme that has become the industry norm in Finland.
This collaborative approach strengthens our destination branding. We now have a nationwide standard and principles for sustainable tourism development and offerings, supported by real data. Instead of relying on buzzwords, we can showcase practical examples and direct attention to businesses and destinations that are genuinely committed to sustainable tourism development.
Can you briefly walk us through how the STF program works — and how it helps local destinations and businesses align with Finland’s international brand promise of sustainability?
The STF programme provides companies and destinations with a concrete toolkit for developing sustainable tourism. It helps integrate sustainability into the everyday operations of regional destinations and businesses in a systematic and practical way. The programme is free of charge and open to all tourism stakeholders in Finland.
STF offers a seven-step development path that guides participants through the key areas of sustainable tourism. Each step includes specific criteria or tasks aligned with international standards. The programme provides all the necessary tools to meet these requirements. For example, Step 2, Competence Building, includes a self-assessment tool, a self-learning guide, and a selection of workshops. Step 4, Measure, includes sustainability indicators and a CO₂ calculator.
The entire process is managed through the STF Hub — a digital platform built specifically for the programme. Once a company or destination has completed the required tasks and submitted the necessary documentation, their application is reviewed by a third party.
Naturally, sustainability is not achieved overnight. STF is designed as a continuous development path. The label is renewed regularly to ensure ongoing progress and the programme itself is updated to reflect evolving sustainability standards and obligations.
One of the steps — Step 5 — focuses on Sustainability Communication. It provides guidance on how to communicate responsibly and transparently. This is a key element in aligning local efforts with Finland’s international brand promise of sustainability.
In essence, we are building and living the brand together — through concrete actions and the way we communicate them.
What have been some of the measurable impacts or key successes of STF so far, both for participating destinations and for Finland’s reputation abroad?
We conducted our first third-party impact assessment of the STF programme at the end of 2024. According to the report, the most significant impact from the destinations’ perspective has been the strengthened commitment of regional ecosystems to sustainable tourism development. Interestingly, commitment is also the very first step in the STF programme. So we were truly pleased to see this reflected in the results.
We also have a Sustainable Tourism Indicator system in place, which allows us to monitor measurable impacts in a holistic way. For example, we’ve seen a significant increase in the number of companies measuring their carbon footprint, as well as a steady rise in services designed for people with reduced mobility.
As for Finland’s international reputation, the programme — and the data it provides — has helped us become a credible voice in global tourism discussions. Previously, we often felt unheard, seen as a relatively unknown country without a strong tourism identity.
With an industry that is demonstrably committed to sustainable development and backed by data-driven decision-making, we’ve earned a seat at the international tables where the future of tourism is shaped.
From my point of view, this is one of the programme’s most meaningful impacts. It enables us to contribute to positive change beyond our own borders and to help steer the global tourism sector toward a more sustainable future. That is our true mission. This is the reason, we’re genuinely grateful every time we’re invited to be part of international conversations.
What are the biggest challenges you’ve faced in implementing STF across such a diverse country — and how have you addressed them?
One of the greatest challenges has been the digital development required to run the programme. All technical solutions and reporting tools come with high costs and demand expertise that we don’t always have in-house. Project funding can help cover the initial development, but maintaining and continuously improving these systems is a different story. This has slowed down some of our more ambitious plans — though in hindsight, that’s not always a bad thing. Things are evolving so rapidly now.
I’ve learned it’s sometimes better to take a step back rather than rush into solutions that are still in early stages.
Another ongoing challenge is communication — a classic Finnish weakness, it seems. We really need to improve (or perhaps even start!) communicating the benefits and impacts of the STF programme to our stakeholders in Finland and also share best practices internationally.
We’re such a “country of engineers,” so focused on development, that we often forget how crucial communication is. That’s why we’ve made it a priority this year to dedicate more time and attention to stakeholder communication.
In your view, what are the key trends shaping the intersection of destination branding and sustainable development right now?
From my perspective as a sustainability specialist (so not a marketing expert!), one of the most significant trends at the intersection of destination branding and sustainability is the shift from image-based marketing to values-based communication. Destinations are increasingly expected to demonstrate real, relevant, measurable actions behind their sustainability claims—not just promote beautiful visuals.
Another key trend is the growing emphasis on community involvement and local benefit. After all, tourism should support the places we visit. Travellers are more aware of the social and environmental impacts of tourism. They value destinations that prioritize local well-being, environmental care, cultural preservation, and inclusive development.
An emerging priority that destinations shouldn’t overlook is the need for transparency and accountability. Sustainability is no longer a niche topic; it’s becoming a baseline expectation in most parts of the world. This means destinations must be able to show progress, share data, and communicate honestly about both successes and challenges. Any attempt to greenwash should stop here and now. If you feel you need to ‘wash’ your claims, they are not facts and your communications should not be based on them.
In Finland, the STF programme has helped structure this work by providing a clear framework for destinations and businesses. STF helps to align their development and communication with long-term sustainability goals.
I think branding is not just about attracting visitors, but about building trust and resilience.
Are there any destinations or countries that you think are doing a particularly good job at linking their sustainability ambitions with their place brand or image?
Absolutely! I’ve been particularly inspired by the national-level work done in countries like Slovenia, Norway, Switzerland and New Zealand. I’ve also followed excellent regional and destination-level initiatives in places like Flanders (Belgium), as well as in parts of Canada and Sweden. While there are many good practices in more established tourism countries like Spain, the ones I mentioned are especially relevant to us in Finland — both in terms of scale, product and values.
What stands out in these countries is how well they’ve aligned their sustainability ambitions with their national or regional brand identities. For example, Slovenia has successfully positioned itself as a green, boutique destination. New Zealand on the other hand has embedded sustainability deeply into its “Tiaki Promise”. A powerful narrative that resonates with both locals and visitors.
These countries have also been very open in sharing their experiences. It has helped pave the way for our own development. That’s why I believe peer learning is so important, especially for countries with smaller tourism industries and limited resources for development and marketing. Sharing best practices isn’t just helpful; it’s essential.
In the end, sustainability and branding are not separate efforts. When done well, they reinforce each other — and that’s something we can all learn from.
Looking ahead to 2025 and beyond, what are your top priorities and what role do you see Finland playing in the global movement toward more sustainable, future-proof destinations?
Looking ahead, one of our top priorities in tourism development is developing nature-positive tourism. We see this as a major opportunity for Finnish tourism. Not only to protect and restore natural ecosystems, but also to create new business models that actively contribute to biodiversity, carbon absorb and climate resilience.
Our goal is to support destinations and businesses in becoming true guardians of nature. This is not just about minimizing harm but about generating positive impact.
At the same time, we’ve identified community-led tourism as a key development area. I believe local communities should be seen as central stakeholders in tourism planning and decision-making. There’s enormous potential here — both in terms of creating meaningful visitor experiences and ensuring tourism benefits are fairly distributed.
Finland has long been known as a winter destination. We’ve been working to build a stronger image of Finland as a summer country as well. In recent years, we’ve placed local people at the heart of our national marketing campaigns. I believe the next step is to involve them more deeply in product and destination development.
After all, locals best understand what makes a place worth visiting and which places should be preserved for the community itself. This kind of local insight is invaluable in building future-proof destinations that are both authentic and sustainable.
On a global level, I want to see Finland playing a growing role in the movement toward more responsible tourism. Thanks to our structured approach, data-driven tools, and strong industry commitment, we’re now in a position to share learnings and help shape international standards. Our mission is not only to improve tourism in Finland, but to contribute to a more sustainable future for tourism worldwide.
Thank you, Liisa.
Connect with Liisa on LinkedIn or learn more about Visit Finland.
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