Sustainable tourism requires cooperation

Anne-Marget Hellén,
Director of Tourism,
Visit Turku,
Finland

The wind playfully flutters the hair whilst shades of blue dance across the eyes as you stare out to the horizon. From the deck of a cruise ship the power of the impressive seascape is breathtakingly beautiful. The Baltic Sea is a marvel of nature but the truth lying beneath the surface weighs on us like the heaviest of anchors: our wonderful sea is one of the most sensitive and polluted in the world.

Cruise shipping and other tourism companies in the Baltic Sea region operate in a natural environment that is simultaneously attractive and vulnerable. Therefore, sustainable tourism and its development in the Baltic Sea region is essential. Concern and responsibility for the Baltic Sea is also a strong indicator as to how tourism in the region should function in the future.

When it comes to responsible tourism in the Baltic Sea region, a focus is often placed on cruise tourism and the shipping companies, but we must also take care to understand the importance of smaller tourism operators. The tourism industry has a major role to play in promoting sustainable solutions as well as bringing commitment from public institutions, companies and individuals to foster sustainability. At its best, tourism actually increases the value we place on nature and directs both funds and attention toward environmental protection.

It is worth remembering that sustainable tourism is not just about ecological choices. In addition to the environment, sustainable tourism also takes into account the economic and social impact – now and in the future. For a sensitive environment, the sustainable actions of tourism can create a positive cycle in which sustainable principles are strongly incorporated.

Without question, truly ecologically sustainable tourism is that which causes the least possible harm to the environment, taking into account the numbers and levels of consumption of tourists when designing the destination. This means having a plan for waste management, energy production and the effects of tourism on the area’s nature and ecosystem, for example. Economically sustainable tourism contributes to the well-being of the region by engaging in long-term action and choosing environmentally important investments instead of quick economic benefits. By supporting local service providers and valuing cultural diversity, companies will remain vibrant and have a better chance of adapting their services and making them environmentally friendly.

However, no tourism actor alone can manage the impact of tourism in its area of ​​operation. Regional, national and international cooperation is needed, with a vision, goals and commitments to achieve common objectives. The development of sustainable tourism requires the conscious involvement of all relevant stakeholders. The Baltic Sea region, Finland or Turku cannot declare themselves a sustainable tourist destination unless local actors take the responsibility as a shared goal.

To support the Finnish tourism industry, Visit Finland has created the Sustainable Travel Finland programme, which provides support and guidance to regional actors and companies on the path to sustainability. Visit Turku also plays an important role in tourism in Southwest Finland because we work closely with local tourism providers. We are involved in creating a regional programme that coaches and motivates companies to become increasingly sustainable. There are already encouraging pioneers in our region, such as Aavameri and Herrankukkaro, both of which have received the Sustainable Tourism Award. Both companies operate in the Turku Archipelago, fully embracing the ideals of sustainable tourism.

Sustainability plays a significant role in the image of an enterprise, granting them a competitive advantage as a travel destination or a player in the industry, as well as bringing great opportunity to create new services and generate new business. In the future, only sustainable tourism companies will remain competitive, as tourists and partners favour responsible destinations. Of course, it’s essential for competitiveness that a tourism operator also remembers to communicate this message of responsibility to it’s customers and tourists. Tourists need all possible practical tips on how they can act more sustainably and, instead of becoming a burden, actively promote the conservation of nature. Tips on how to look after the Baltic Sea can concern anything from the reduction of food waste, for example, to how a boater might manage their waste whilst moving around the archipelago.

The principles of responsibility and sustainable tourism have become more prominent during the Covid-19 pandemic. The pandemic is a big crisis for tourism, but on the other hand, it has made tourists and tourism operators pay even more attention to sustainability, from the perspectives of nature, people and the regions. While the pandemic limits our daily lives, it must not be an obstacle to national and international cooperation. Sharing sustainable ideas and solutions is now more important than ever.

I would like to see more exchanges of views and cooperation in the field of tourism in the Baltic Sea region. What can we learn from each other about sustainability?

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