Sustainability at the core: Finnish Lakeland's path to growth

© Harri Tarvainen / North Karelia

Discover how Finnish Lakeland’s tourism thrives through responsibility, cooperation, and connection

In Finnish Lakeland, sustainability isn’t a slogan, it’s a way of life. Here, people grow up surrounded by forests, water, and silence, learning early that nature gives only as much as you care for. This mindset is reflected in every tourism business across the region: small-scale, locally owned, and deeply respectful of the environment.

This November, those values travel abroad as Lakeland Finland’s suppliers meet international buyers in Cologne and Amsterdam. The Visit Finland Lakeland Sales Workshops 2025 are more than just networking events. They are part of a long-term commitment to build a stronger, more sustainable future for Finnish tourism.

A region built on balance

Stretching from Saimaa’s blue labyrinth of lakes to the ridges of Kainuu and the cultural heart of North Karelia, Lakeland Finland represents the essence of Finnish balance: clean nature, calm living, and conscious growth.

The region’s businesses, from family-run lodges and boutique resorts to local DMCs and destination networks, are leading examples of how to create value without losing authenticity. Instead of mass tourism, Lakeland invests in meaningful encounters: sauna rituals by the water, slow adventures in national parks, and meals prepared from local ingredients gathered just beyond the doorstep.

© Vuokatti Photobank / Visit Finland

The power of partnership

The workshops in Cologne (12 November) and Amsterdam (13 November) bring this philosophy to life through collaboration.
They are part of the Eastern Finland Sustainable Tourism Growth Program, funded by the South Savo Regional Council through AKKE funding (Appropriation for Sustainable Growth and Vitality in Regions).

This initiative supports regional cooperation and visibility across Lakeland’s key destinations, encouraging companies to grow responsibly and strengthen their position in international markets. By connecting directly with European tour operators, the program helps ensure that future growth in Lakeland remains sustainable, high-quality, and true to its roots.

Sustainable choices, real impact

Many of the suppliers joining the events already integrate sustainability into their everyday operations:

• PihlasResort – built with ecological design and a focus on Finnish craftsmanship, powered by renewable energy.
• Hugo Villas & Smoke Saunas – combining local materials, traditional architecture, and responsible building practices.
• Visit Lake Saimaa and Destination Savo – promoting year-round travel to balance seasonality and support local communities.
• Kanava Resort, Savonlinna – designed to offer low-impact luxury surrounded by pure lake nature.
• Finland DMC Oy – creating tailor-made programs that highlight sustainability, wellbeing, and authentic encounters.

Together, these businesses reflect a culture of respect for people, place, and planet.

© Asko Kuittinen / Visit Finland

Why sustainability matters

Today’s travelers are looking for meaning, integrity, and transparency. For tour operators, Finland stands out as a destination where sustainability is measurable, certified, and visible in every part of the visitor journey. Lakeland Finland, in particular, combines easy access, authentic rural life, and high standards. This is a rare balance that resonates with travelers seeking responsible and enriching experiences.

Looking ahead

The Visit Finland Lakeland Sales Workshop 2025 is a small but important step in a wider journey of sustainable development.
By bringing together destinations, DMCs, and local hosts, both events strengthen both Finland’s presence in Central Europe and its reputation as a destination where responsibility and growth truly go hand in hand.

📅 12 November 2025 – Cologne, Germany
📅 13 November 2025 – Amsterdam, Netherlands

This action is part of Eastern Finland Sustainable Tourism Growth Program and is funded by South Savo Regional Council from Appropriation for Sustainable Growth and Vitality in Regions (Finnish AKKE funding).