Green by nature: Sustainable journeys across the Nordics & Baltics

Reality: In the Nordics, Iceland and the Baltics, it actually simplifies the experience.
Whether exploring Finnish lakes, Norwegian fjords, Icelandic volcanic landscapes or Estonia’s national parks, journeys follow a calm, nature-led rhythm. Activities are small-scale, natural and intuitive — creating accessible itineraries that feel effortless for travelers and tour operators alike.

Reality: The northern region proves that sustainability and comfort belong together.
Geothermal heating in Iceland, minimalist Nordic design, Baltic wellness traditions, and local, seasonal cuisine create a type of hospitality that is both warm and responsible. Guests rarely think of it as “eco”—they simply experience a sense of balance and well-being.

Reality: The region offers some of Europe’s cleanest and most diverse transport systems.
Electric and hybrid ferries link Finland, Sweden, Åland and Estonia. Scenic rail routes make cross-country travel low-impact. Iceland invests in renewable-energy vehicle infrastructure, while Baltic and Nordic cities expand their cycling networks and renewable-powered buses.
Clean mobility becomes a selling point — not a limitation.

Reality: In the North, culture and ecology are intertwined.
From climate museums in Norway to geothermal heritage in Iceland, from wooden craft traditions in Latvia and Lithuania to Sámi storytelling in Sápmi, cultural experiences reveal how communities live in harmony with their landscapes. Sustainability becomes a cultural narrative, not just an environmental one.

Reality: Cities like Reykjavík, Helsinki, Tallinn, Copenhagen, Stockholm and Riga are sustainability leaders.
Urban travellers encounter renewable energy grids, circular food concepts, energy-efficient architecture, and bike-focused infrastructure. Here, sustainability is embedded in modern city life, not reserved for rural areas.

Reality: They feel it — in the silence of Swedish forests, the geothermal warmth of Iceland, the sea breeze of Finnish archipelagos, or the stillness of Baltic wetlands.
The region doesn’t rely on messaging. The landscapes, design choices and local habits speak for themselves.