First two companies in Jyväskylä region in the Finnish Lakeland have been awarded the Sustainable Travel Finland labels to show their tourism activities are sustainable. Nukula and Purola Farm fulfill the sustainability criteria set by Visit Finland that consider the impact on the economy, ecology, society and local culture.

Systematical long-term work

Both companies with the first Sustainable Travel Finland labels in the region have long worked systematically for sustainable and responsible tourism.

- Sustainable and responsible tourism entails systematic efforts in all fields, explains Visit Jyväskylä tourism coordinator Johanna Maasola.

In order to get the label, a tourism company must have been able to analyze, assess and if necessary, alter their activities both ecologically, economically, socially and culturally. In addition, to be awarded the label granted by Visit Finland, the company activities must be certified. The pilot year gathered several companies on the path to sustainability.

Sustainable Travel Finland programme was launched in 2019 by Visit Finland and seven pilot regions. In the pilot area managed by Visit Jyväskylä, more than 20 companies have so far joined the Sustainable Travel Finland programme. Therefore, we can expect that in the future more and more companies in the region will get the label. In total, in the Jyväskylä region alone, about 70 companies have received training on the subject.

The Jyväskylä region, Lakeland and the whole of Finland are natural destination for sustainable and responsible tourism, but with the help of the label we can make the actions and practices visible. The companies that go through the Sustainable Travel Finland programme and receive the label can be trusted to operate sustainably and responsibly.

Going forward together

Visit Jyväskylä aims is to get all companies that have started on the path of sustainability to achieve their goal.

- It is a joint effort, as the Jyväskylä region can receive the Sustainable Travel Finland label for a travel region once a certain number of tourism operators in our region have received their own label. A sustainable tourism area is the result of the work of sustainable companies. So now we are encouraging other companies to what Nukula and Purola Farm have done, Maasola concludes.