Finnish travel sector embraces regenerative travel

Finland is emerging as a pioneer in regenerative approaches to travel. Across the country, destinations, experience providers, and communities are implementing long-term initiatives aimed at improving biodiversity, restoring ecosystems, and supporting environmental wellbeing.

From wetland revival to quiet snowmobile safaris and invasive species removal, many travel actors are integrating sustainability into their daily operations – not just to reduce harm, but to actively support nature.

In the eastern wilderness of Salla, local travel operators have partnered with the Finnish Natural Heritage Foundation to launch Sallan luontohyvitys, a campaign that enables visitors to support the protection of local forest habitats. Participants can choose the habitat they wish to help from old-growth forests and peatlands to floodplain woods or swamps and decide the level of their contribution. The initiative gives visitors a tangible way to protect Finland’s natural heritage.

Meanwhile, in the Lakeland city of Lahti, a citizen-driven biodiversity initiative is gaining ground. As part of the Without pollinators we cannot survive campaign, the city is distributing 10,000 native wildflower seed packets to local residents. The goal is to encourage pollinator-friendly gardens and green spaces through controlled wildness. This urban-led project reflects Lahti’s environmental leadership and promotes ecological literacy on a community level.

In the Nuuksio area near Helsinki, Hawkhill is combining accommodation with ecological restoration. The company’s Lupin Battle brings together visitors, locals and seasonal residents to remove invasive large-leaved lupins that threaten native flora. Alongside this, guests can join guided walks through the nearby bog, learning about the ecological and cultural importance of Finnish peatlands and witnessing their gradual restoration.

Just nearby, Haltia Lake Lodge offers travellers a chance to take part in traditional meadow care using tools like scythes and rakes. These guided activities maintain open, nutrient-poor landscapes that support endangered plants. In the process, guests gain hands-on insight into Finland’s rural traditions and nature-based land management.

In the Archipelago Sea, two islands are quietly protecting biodiversity through hands-on stewardship. On Bengtskär, a small island known for its historic lighthouse, Bengtskär Oy has created a sanctuary for nesting eider ducks. The continued presence of staff and visitors helps deter predators such as white-tailed eagles. Nests are marked and sheltered, and guided trips raise awareness of seabird conservation.

Nearby on Örö Island, Visit Örö is actively managing nature through seasonal shoreline clean-ups, meadow restoration, and the regulation of an overabundant deer population that threatens endangered plant life. Guests can take part in volunteer clean-ups and enjoy meals prepared from local ingredients, including sustainably sourced venison. The work contributes to both ecological resilience and local food culture.

In Finnish Lapland, Lapland Safaris has modernised its operations by replacing older snowmobiles with electric models. These quiet, emission-free vehicles are now used in destinations like Luosto and Rovaniemi, where they reduce stress on wildlife and provide travellers with a more peaceful and immersive Arctic experience.

Further north in Angeli, a Sámi community near Inari, Angeli Reindeer Farm maintains a low-impact approach to hospitality. Rather than building separate visitor facilities, the family welcomes guests into their own home and farm. The experience offers a genuine glimpse into Sámi culture and traditional reindeer herding life, while keeping material use and environmental impact to a minimum.

In southern Finland, Mood of Finland has developed the Forest of Love concept, which invites people to plant and dedicate trees to a person or purpose. Participants can choose to plant trees on private land or in communal forest areas. Each tree contributes to Finland’s biodiversity and climate efforts, with proceeds supporting the protection of old-growth forests via the Finnish Natural Heritage Foundation.

In the Coast and Archipelago region, Tackork Gård & Marina has restored a local wetland, which now supports birds, insects and aquatic life. The area also improves water quality by filtering nutrients from runoff before they reach the bay. Today, the wetland and adjacent forest offer a tranquil setting for walking and learning about nature restoration in practice.

In the far north, AT Nature in Inari offers guided foraging experiences that connect travellers to the Arctic landscape in a meaningful way. Guests learn to harvest seasonal berries, mushrooms and fish, all with a strong emphasis on sustainable practices. The experience is rooted in slow travel and place-based food traditions, offering a deeper understanding of the ecosystems that support local life.

In the northern community of Utsjoki, fishing along the River Teno has long been part of local culture and livelihoods. When restrictions were introduced to protect the declining Atlantic salmon population, fishing tourism came to a standstill and residents faced economic uncertainty. In response, local operators have begun exploring new approaches that support both ecosystems and communities.

In summer 2025, Aurora Holidays launched a pilot that invited visitors to take part in the removal of invasive pink salmon (Oncorhynchus gorbuscha, also known as humpback salmon) under guided permits. Led by entrepreneur Tiina Salonen, participants from Finland and the UK joined supervised fishing sessions and learned about the ecological impacts of the species. Part of the catch was served to guests, while additional portions were prepared as traditional salmon soup and distributed by the Utsjoki parish to 35 elderly residents.

The pilot demonstrated how travel businesses can involve visitors in practical stewardship efforts while contributing to local wellbeing. Building on the positive results, Aurora Holidays aims to continue developing invasive species removal as a responsible, community-supported activity in the coming years.