Fam trip to Finland's sustainable capital region

NordicMarketing on the road with eight tour operators in Helsinki and Espoo

In September 2023, our Finnish colleague Pia travelled to the Finnish capital region with eight tour operators from Germany and the Netherlands. The four-day program of this fam trip was developed in cooperation with our partners in Helsinki (City of Helsinki, Helsinki Partners) and Espoo (Visit Espoo) and was all about sustainable tourism. The aim was to attract tour operators who offer responsible travel so that they have the possibility to discover the sustainable travel options in Helsinki and Espoo.

Finland as the number 1 sustainable travel destination

Both Finland's diverse capital and Helsinki's versatile neighbouring city of Espoo are committed to sustainable tourism. Finland has long played a pioneering role and the national tourism organisation Visit Finland strives to be the world's leading sustainable destination and the first choice for responsible travellers. The Sustainable Travel Finland (STF) program developed by Visit Finland supports tourism companies and destinations to systematically apply sustainable practices (and to communicate this development externally).

Fam trip focusses on sustainable providers in Helsinki and Espoo

On four days, 13 of the already STF-certified companies, along with a number of other providers that are currently in the process of obtaining the STF certificate, had the opportunity to present their sustainable travel options to the tour operators. They provided first-hand experiences, ranging from first-class hotels and exquisite restaurants to environmentally friendly activities.

The diversity of the two destinations alone made for a varied and interesting program. The participants were able to experience Helsinki's many centrally located accommodation options and culinary highlights. Restaurant Nolla, for example, impressively demonstrates that great cuisine and sustainability go hand in hand. With this clear concept and consistent implementation, Nolla will certainly be remembered as an option for conscious travellers.

In addition to authentic insights into the history, culture and lifestyle of the Finns, provided during a guided walk by Ullis from Ullis Travelstudio —one of the most popular Helsinki guides—the Finnish capital was also explored by bike with HELTours. This environmentally friendly and healthy alternative to public transport or motorised city tours, which was rated very positively by all participants.

The enthusiasm of the tour operators also continued in neighbouring Espoo. One of the highlights was the sunset cruise off the coast, organised by ship operator JT-Line. The participants rounded off this wonderful late summer evening in the sauna followed by a dip in the sea. Authentic, Finnish, perfect.

Two of the Espoo accommodations visited impressed with their sustainable concept and increased their relevance for the participating tour operators. The award-winning Haltia Lake Lodge hotel, which only opened in 2021 and is located right next to Nuuksio National Park, demonstrates a holistic approach in all areas of its business. The same goes for cottage and experience provider Hawkhill, a third-generation family business — a pioneer in sustainable travel that also places great importance on involving guests and business partners in the topic of environmental protection.

Finland fascinates first-time visitors

Helsinki or Lapland — these are often the "starter" destinations for tour operators who do not specialise in Northern Europe. We rarely have participants with us who have never been to Finland before. This fam trip was different: for six of the eight participants, it was their first time in Finland. It was exciting to see how they perceived the country and its people. The impressions of Helsinki and Espoo were consistently positive, especially the authenticity and originality were appreciated. The same goes for the fact that the destinations are not overcrowded; instead, you meet friendly, helpful people and can relax in the many parks and green spaces 😊.

Tour operators see potential as a sustainable travel destination

"I like the fact that Helsinki is not a mass tourism destination, which means that the locals are still friendly, hospitable and open to tourists. The variety of natural, cultural and culinary options makes the city very interesting for fit Dutch travellers. I definitely see Helsinki as a sustainable destination, especially because of the many green and natural opportunities the city offers," concluded Maarten de Ruiter, CEO of WeTravelEco, who travelled to Finland for the first time. He sees particular potential for himself and his clients in selling Helsinki in combination with other regions. In his eyes, a pure three- to four-day city trip, which is likely to be combined with a flight, is not sustainable.

Satisfaction among our Finnish partners

Our partners in Helsinki and Espoo were also very satisfied, as it was possible to present concrete sustainable products in both destinations. In addition, the selection of tour operators corresponded exactly to their expectations, so that constructive discussions could be held, and valuable contacts established during the fam trip. Paula Lappalainen, Senior Advisor for Conventions & Tourism at Visit Espoo, was very pleased that just two months after the fam trip, partner companies in Espoo have already been receiving enquiries by tour operators who joined the trip.

We hope that this fam trip will mark the beginning of promising co-operations!

STF certified companies and partners on this fam trip:

• Hakwhill
• Laguuni
• JT Line
• Sea & Mountain Adventures
• Evenio
• Nuuksion Taika
• Metsanautti
• Solo Sokos Hotel Torni
• Marski by Scandic
• HEL Tours Helsinki bike tours
• Lapland Hotels Bulevardi
• Haltia
• Haltia Lake Lodge