Finland

Finland is taking serious action to be a carbon-neutral country and the first fossil-free welfare state by 2035. This ambitious goal is echoed with the country’s success in achieving Sustainable Development Goals (SDGs). This eagerness to adopt sustainability is shown in the country’s tourism industry as well, where climate action and sustainability certifications have become mainstream.

Liisa Kokkarinen is Visit Finland’s leading expert in sustainable development, and she is passionate about using tourism as a catalyst for better. At Visit Finland she heads the national Sustainable Travel Finland program, a low tress-hold development program to assist Finnish travel companies and destinations to adopt sustainable practices. The goal is ambitious; making sustainability the new normal. Experienced and educated in Arctic matters and sustainable development, Liisa is always seeking solutions to decarbonise, reduce inequalities and ways to leave places better. Liisa firmly believes, that investing in climate action and sustainable tourism secures the long-term viability of the entire industry, creates a profoundly positive impact, and ensures the continued happiness for everyone – now and in the future

“Finland is full of interesting contrasts – summer and winter, midnight sun and polar night, city and countryside, East and West. You name it. As a country, we are credible. Traffic, service, safety, technology – everything runs like clockwork. We are also creative and quite famous for it. The unique cultural and natural surroundings have inspired Finns to compose music, create designs and develop unique technical innovations. And of course, Finland is cool from people and lifestyle to climate – all are one of a kind.

“What strikes in Finland, is the close proximity to nature, wherever you are, even in the city centre. And where there’s nature, there’s wildlife. Our pristine and picturesque landscapes provide habitats for many wild animals and birds, including bears, wolves, wolverines, lynxes, eagles, cranes, swans and the world’s rarest seal. Even the Arctic fox, the most endangered mammal in Finland that went extinct back in the 90s, has made a return. The exceptional return is an achievement of long-term conservation work. But in my opinion, the absolute best part of wildlife is simply knowing it’s there, without even spotting the animals. When you let yourself be surrounded by natural beauty, and hearing the sounds of nature, you start hearing and seeing signs of wildlife everywhere. I find it truly comforting!”

According to Liisa, what really makes Finland special is closely related to nature and well-being. While Finnish culture celebrates equality, integrity and safety, Finns largely attribute their happiness to their connection with nature. Finland’s lakes, rivers and forests not only feed but also provide a natural well-being and places to slow down. Finland is all about finding connections again, with oneself, with nature, and with happiness that comes from simple things.