Sustainable Travel Finland (STF): A Path to Sustainable Tourism
Sustainable tourism has become a key focus in the travel industry, especially as more people and businesses are becoming aware of the environmental and social impact of travel. Finland is one of the countries leading the way with its Sustainable Travel Finland (STF) programme. This initiative offers a concrete toolkit for companies and destinations to develop sustainable tourism practices, making it easier to integrate these measures into daily operations. The STF programme is not only free of charge, but it’s designed for all tourism stakeholders in Finland, from large destinations to individual companies.
Businesses and destinations that achieve the STF label gain access to a continuous development model, marketing support, and increased visibility. This blogpost from Northern Lights Rovaniemi will explore how the programme works, what steps are involved, and the benefits it brings to Finland’s tourism industry.
The Sustainable Travel Development Path
The STF programme offers a comprehensive 7-step development path that guides companies and tourism destinations through the process of adopting sustainable practices. These steps are supported by criteria that align with international standards and aim to ensure long-term sustainability. The STF Hub, a digital platform, is the main tool for navigating this path, and companies use it to verify they have met each step’s requirements.
Since sustainable tourism is a long-term commitment, the STF programme is designed as an ongoing process, where businesses are expected to continually improve their practices. The STF label itself must be renewed regularly, ensuring that tourism operators are up to date with the latest standards.
In addition to the STF Hub, participants have access to the Sustainable Tourism Guide, a comprehensive resource for developing tourism sustainably, with all the necessary information in one place.
For more detailed statistical insights into how Finland is progressing with sustainable tourism, visit the Sustainable Travel Finland statistics page.
The Seven Steps of the STF Programme
Step 1: Commitment to Continuous Development
The first step is about making a formal decision to commit to sustainable tourism. This includes aligning with Finland’s national principles of sustainable tourism and appointing a sustainability coordinator who will lead the company or destination on the path to sustainability. This initial step sets the foundation for all future actions in the STF programme.
Step 2: Building Competence
Competence-building is essential for companies that want to successfully implement sustainable practices. This step includes familiarizing the team with the Sustainable Tourism Guide and attending training sessions through Visit Finland Academy. Destinations must also organize sustainable tourism training for their network of companies. Additionally, a self-assessment is carried out to analyze the current state of sustainability within the business or destination.
Step 3: Certification
To gain the STF label, businesses must obtain a third-party audited certificate that verifies their sustainable tourism practices. For destinations, at least 51% of the local tourism companies need to be STF-certified, or the destination must hold a GSTC-accredited destination-level certificate. This step ensures that the commitment to sustainability is both genuine and verifiable.
Step 4: Transparency in Communication
Sustainability is not just about action but also about communication. In this step, companies and destinations are required to communicate their sustainability measures, plans, and goals transparently to the public. This step is critical in eliminating “greenwashing”—the act of falsely promoting environmentally friendly practices. Transparency ensures that the public can trust the claims made by companies and destinations.
Step 5: Sustainable Tourism Indicator System
Another key aspect of sustainable tourism is monitoring progress. In this step, participants must commit to inputting data into the national sustainable tourism indicators system on an annual basis. This data helps track the effectiveness of sustainable measures and allows businesses to adjust their strategies accordingly.
Step 6: Developing a Sustainability Plan
The sustainability development plan is a comprehensive document that outlines the company or destination’s current state and future goals. It includes an up-to-date sustainability action plan that covers all aspects of the business, from its economic activities to its ecological and socio-cultural responsibilities. This plan must meet international standards and is a crucial tool in ensuring long-term sustainability.
Step 7: Application and Renewal
The final step is the official application for the STF label. Once all the necessary documentation has been submitted and the criteria have been met, the application is reviewed by a third party via Visit Finland. The STF label is renewed every two years to ensure ongoing commitment and adaptation to evolving standards. This renewal process ensures that tourism operators continue to meet the growing responsibilities of sustainable tourism.
For more detailed information about how the STF programme operates, visit the Sustainable Travel Finland official page.
STF Coaching and Training
Visit Finland Academy supports the STF programme by offering a coaching day specifically designed for the Sustainable Travel Finland programme. This coaching provides an excellent starting point for companies and destinations to systematically promote sustainable tourism. It covers the basics of the STF programme and prepares participants to use the STF Hub and start their journey toward obtaining the STF label.
Each coaching session is tailored to the specific needs of the region, ensuring that it addresses the unique challenges and opportunities faced by local tourism businesses. Active participation during the coaching day is key to making the most out of the programme.
In addition to basic STF training, Visit Finland Academy offers advanced modules on sustainability. These further training sessions deepen the participants’ understanding of sustainable tourism and are tailored to the needs of a region’s business network. As more companies gain expertise in sustainability, the entire region benefits from the collective effort.
The Benefits of the Sustainable Travel Finland Programme
The STF programme brings numerous benefits to companies and destinations. By participating, tourism stakeholders gain access to the latest information on sustainable travel development, as well as marketing support from Visit Finland. This increased visibility can help attract eco-conscious travelers who are actively looking for destinations and companies that are committed to sustainability.
Furthermore, the STF programme ensures continuous development. With regular renewal and updates to the criteria, companies and destinations remain aligned with international standards and adapt to new sustainability challenges as they emerge. This long-term focus on improvement sets STF apart from one-time certifications, ensuring that sustainability is an ongoing effort.
Additionally, businesses can reduce their environmental impact by measuring and managing their carbon footprint using tools like the Carbon Footprint Calculator.
Leading the Way in Sustainable Tourism
Finland’s Sustainable Travel Finland programme is a comprehensive and forward-thinking initiative that provides a concrete path for tourism stakeholders to follow in their quest for sustainability. By offering practical tools, training, and a structured development path, the STF programme helps businesses and destinations make real, lasting changes.
From commitment and competence-building to certification and transparent communication, the programme ensures that participants meet the highest standards in sustainable tourism. The ongoing support from Visit Finland and the regular renewal of the STF label guarantees that sustainability is not just a trend but a continuous process of improvement.
By following the STF path, Finland’s tourism industry is positioning itself as a leader in sustainable travel, creating a model that other countries and regions can follow. Whether you are a company or a destination, the STF programme offers a clear and practical way to contribute to the future of tourism while protecting the environment and supporting local communities.