Four Finnish destinations awarded the STF-Label

Vaasa, Salla, Oulu, and Turku lead the way in sustainable tourism

The Sustainable Travel Finland (STF) label by Visit Finland provides companies and destinations with a framework to adopt sustainable practices effectively. This recognition highlights strong commitments to ecological, socio-cultural, and economic sustainability, supporting Finland’s ambitious goal of becoming a leader in sustainable tourism. Four destinations – Vaasa, Salla, Oulu, and Turku – exemplify these principles, offering travelers eco-conscious experiences that respect both nature and local communities.

Vaasa: A sustainability pioneer on the west coast

In September 2024, the Vaasa region earned the STF label, reflecting the efforts of Visit Vaasa and over half of its international tourism businesses to embrace sustainable practices. As the first mid-sized Finnish destination to receive this recognition, Vaasa has set a new benchmark for eco-friendly travel along Finland's west coast. CEO Max Jansson emphasized that this milestone marks the start of a long-term commitment to sustainability.

Salla: Preserving untouched wilderness

Renowned for its pristine nature, Salla has always prioritized environmental preservation. The STF label celebrates the region's dedication to sustainable tourism through initiatives led by local enterprises, including ski resorts, accommodations, and activity providers. Notable is Salla’s "Give Back to Local Nature" campaign, developed in partnership with the Finnish Natural Heritage Foundation. This initiative won the Skål Europe Sustainability Award 2024 for its innovative approach to carbon offsetting and community engagement.

Oulu: A trailblazer among major cities

Oulu stands out as the first of Finland’s six largest cities to receive the STF label, underlining its strategic focus on sustainable tourism. By incorporating sustainability into industry development and marketing, Oulu addresses the growing demand for responsible travel. Local stakeholders, such as Go Arctic, emphasize the use of organic and locally sourced products and contributions to charitable causes, demonstrating a commitment to environmental and social responsibility.

Turku: A commitment to sustainable tourism

Turku’s achievement of the STF label highlights the city’s dedication to fostering sustainable tourism practices. Through initiatives that promote responsible travel and environmental stewardship, Turku continues to solidify its role as a key destination in Finland's sustainable tourism landscape.

More on the new destinations with STF-Label.

Header: Visit Finland / Visit Saimaa