Visit Finland report outlines steps for sustainable tourism growth

Visit Finland has published the State of Sustainable Tourism 2024 report, which highlights the need to define the boundaries of tourism’s impacts before problems arise. Without recognising carrying capacity, there is a risk that tourism will begin to wear down the very attractions that draw visitors to Finland, such as nature and tranquillity. Finland is systematically developing indicators that make it possible to guide tourism growth in a sustainable direction proactively.

While Finland is not currently experiencing overtourism, the report stresses that anticipating and managing visitor flows is crucial to protecting the very assets travellers come to experience. By systematically developing indicators and monitoring tools, Finland aims to steer growth in a sustainable and transparent way.

“Tourism growth does not need to stop, but it must be managed. Without recognising carrying capacity, there’s a risk that tourism begins to erode the very values people come to Finland for: nature, tranquillity and authenticity. Sustainable tourism is not only about minimising harm – it’s also an opportunity to renew the industry. Nature positivity and community engagement are keys to the future of tourism,” says Liisa Kokkarinen, Senior Specialist in Sustainable Tourism at Visit Finland.

According to the report, carrying capacity is not just about limiting tourist numbers. Instead, it is about maintaining balance between the environment, local communities, and the economy. Tourism, when managed well, can leave a positive handprint strengthening biodiversity, enhancing community wellbeing, and supporting local economies.

Visit Finland’s national indicator system measures the impacts of tourism and guides decision-making. 

“When we know where and when visitor pressure arises, tourism can be guided by, for example, promoting quieter periods, offering ready-made routes to less-known areas, or developing services outside the peak seasons. This helps safeguard natural values and the wellbeing of local communities,” Kokkarinen continues.

Some Finnish destinations are already applying these principles. In Helsinki, a visitor management plan has been drawn up to address seasonal pressure and local residents’ experiences. In Rovaniemi, community-driven development groups, idea cafés and public discussions have been introduced to ensure residents’ voices are included in tourism planning.

For more inspiration and ideas about sustainability in action, go to our article How Finnish destinations and travel companies are giving back to nature.

The report underlines that sustainability is not about halting growth, but steering it in the right direction. Anticipating risks helps avoid negative outcomes, while well-managed tourism can support local vitality and environmental values. At the same time, the report warns that a decline in tourism can also have negative effects, such as job losses and reduced services in rural areas.

The State of Sustainable Tourism report is now in its third edition. It compiles data on tourism impacts across Finland, based on Visit Finland’s national indicator framework. The report was carried out in collaboration with FCG Finnish Consulting Group.

The original version of this article is available at Visitfinland.fi (in Finnish) with contact details.