Presentation Meeting 2 Versterinen
Finnish Strategies and Experiences onSustainable Tourism21.3.2016The BSPC Working Group on Sustainable Tourism, HelsinkiNina Vesterinen, senior specialist, tourismpolicySustainable tourismtakes full account of its current and futureeconomic,socio-cultural andenvironmental impacts,addressing the needs ofvisitors,the industry,the environment andhost communities+ and -1A lot of work done already in BSR e.g.(cid:127) Agenda 21 for BalticSeaRegionTourism(1997)(cid:127) Indicatorsfor the developmentof sustainable tourismin the BalticSeaRegion(2001)(cid:127) SustainableTourismPossibilitiesin the BalticCountries(2003)(cid:127) SustainableTourismDevelopmentAgora(2005-2007)(cid:127) Flagship Project -Develop strategies for a sustainable tourism (2010-2013)(cid:127) Monitoring Group on Cultural Heritage in the Baltic Sea States(cid:127) Cultural Heritage and Tourism Forum in 2007; cross-sectorexpertise and the involvement of local society(cid:127) CBSS: The international discussion forum on Baltic Sea region culturalroutes, ’Eastern Viking Forum II(2014)(cid:127) Current Nordic proposal(cid:127) Ecolabelingsustainable tourist destinations and sustainabletourism conference"Achieving more together"Roadmap for Growth andRenewal in Finnish Tourism2015 -20252Tourism in FinlandToraltourismdemandTourism 14,4 billion€ Inboundtourismshareof demand(exportGDP earnings)2,5 % 4,43 billion€1 Euro spentTourismjobsin tourism140 000addsvalue56cents to othersectorsFinland #1 tourist destination in NorthernEuropeAs an original, curiosity-provoking destination, Finland is theVisionnumber-one tourist destination in Northern Europe by 2025 –2025: the first choice among tourists.Tourism consumption is at €20 billion, bringing prosperity,Missionwellbeing and employment all over Finland.Key strategiesCollaborationand Interesting I mn acr re kea ts inin gg m ef efe ac st uiv ree sn ,e es as so ef C oo pm ep rae tt ii nti gve Transportationpartnership offering connectivityof purchase environmentEnablingtoolsCustomerorinetation, innovations, digitalisation,sustainability,profitability3RoadmapFactors to follow in all development and operation include:(cid:127) principles of sustainable tourism (economical, ecological, low-carbon, socio-cultural, ethical)Roadmap: 2.3 Development of activities2.3.1 Towards greener, more sustainable tourism(cid:127) Demonstration project on the BCD (utilising bioeconomy, cleantechand digitalisation) of sustainable water tourism(cid:127) Increasing communication and trainingon the importance ofsustainability and responsibility and the increasing environmentaland cultural awarenessof customers as a competitive edge(cid:127) Encouraging tourism companies to followenvironmental andcultural responsibility in the development of their business(cid:127) Communicatingimplemented measures to customers in marketing4(cid:127) Increasing awareness and practical knowledge of adjusting to climatechangeand diversifying tourism service offering accordingly(cid:127) Supporting solutions that encourage future consumersto makesustainable choices(cid:127) Highlighting national parks and UNESCO World Heritage Sites as topmarketing targets in tourism and as stronger elements in Finland'scountry brandSustainable Cultural Tourism DevelopmentThe Definition of Cultural Tourism (Finland)(cid:127) The intangible cultural heritage, living heritage, aswell as its preservation are key elements.(cid:127) The aim is to the production of culturallysustainable tourism respect the local population.(cid:127) "In cultural tourism, commodities and services areproduced for local residents and outsiders withappreciation of regional and local resourcesand on a business basis. The aim is to provideexperiences and opportunities for people to get toknow these cultural resources, learn from themor participate in them. This contributes tothedevelopment of people's identities and to anunderstanding and appreciation of both one'sown culture and other cultures.5OurCommon Heritage: the FinnishNational WorldHeritageStrategy2015 –2025A shared sustainable development tourism strategy created for theFinnish world heritage sites based on UNESCO’s Sustainable TourismProgramme.Cultural Environment Strategy 2014 –2020(cid:127) to strengthen sustainable development and the related ecological,financial, social and cultural values with the help of good managementand responsible enhancement of the cultural environment.https://helda.helsinki.fi/bitstream/handle/10138/135508/Cultural%20Environment%20Strategy_2014.pdf?sequence=1National Arts and Cultural Event Programme(cid:127) based on the Government’s programme and on thegoals of cultural policy. On of the key objective will be the sustainabledevelopment of the festivals.(cid:127)National Theme Based Development Strategies(cid:127) Astrategy for each theme guides the developmentand suggests the appropriate measures. (link:www.visitfinland.fi)(cid:127) E.g.(cid:127) The Development Strategy for Culture Tourism2014 –2018 (VisitFinland/ Culture Finland –programme)(cid:127) Local and regional cultural resources arerespected. The goal is to create memorableexperiences for visitors out of culturalresources and to learn from them.(cid:127) Common themefor all: ecologically, economicallyand sociallysustainabledevelopment21.3.2016 126Visit Finland Basic Export Quality Criteria(cid:127)Prerequimentfor joint marketing campaigns(cid:127)Sustainability(cid:127)The company employs indicators of ecological and socialresponsibility(cid:127)Authentic experiences(cid:127)Companies are free to choose a appropriate sustainability programfor themselves21.3.2016Ecolabels and SustainabilityCertifications in use in FinlandThe Nordic Swan-Joutsenmerkki –ecolabelin Finlandsince1990 – 25 years environmentalworkbehind.(cid:127) 45 hotels and 14 restaurants havethe certification.http://joutsenmerkki.fi/en/the-nordic-ecolabel/Green Key ecolabel, global label especially for travel trade.2,100 hotels in 45 countries – Started 3/2015 in Finland.(cid:127) 31hotels certified http://www.green-key.org/The European Ecolabel Scheme - EuropeanUnion(cid:127) In Finland only2 certifiedhotels.http://eu-ymparistomerkki.fi/summary/21.3.2016 147Ecolabelsand Sustainability Certifications in FinlandSuomen luomumatkailuyhdistys =ECEATFinland (European Centre forEcologicaland Agricultural Tourism).(cid:127) 29 certifiedcompanies.http://www.eceat.fi/ISOstandardsfor variousindustries(cid:127) ISO 26000 , ISO 14001,14004,14005,14006(cid:127) E.g. Viking Line, Tallink-Silja, Eckerölinehttp://www.iso.org/iso/home/store/publication_item.htm?pid=PUB200002Green Tourismof Finland® (GTF) –a privateenvironmentallabel.(cid:127) Green Tourism of Finland®(GTF) ecolabelis a network ofFinnish companies of nature tourism, who are committed to theprinciples of sustainable development.(cid:127) Certification have 10 companies in travel tradehttp://www.greentourism.fi/EcoCompass(cid:127) a Finnish environmental management system and environmentalcertification for events and event venues as well as for small andmedium sized businesses and public offices (regional)(cid:127) a less formal environmental management system(cid:127) 21 certifiedhotelsorfestivals.New EcoCompassfor Events(cid:127) EcoCompassEvent project 2015-2017, funded by the Finnish Ministryof Education and Culture and coordinated by the Finnish OlympicCommittee, makes the EcoCompassEvent system a national availabletool(cid:127) During the project the system is implemented for 15-20 significantFinnish events and venues.(cid:127) One of those events Tall Ships Races event in Turku 2017.8Guidelines(cid:127) Principles for Sustainable Nature Tourism in Protected Areas(cid:127) nineprinciples guiding operations of Metsähallitusin protected(2004-)(cid:127) ETIS-EuropeanTourismIndicatorSystem &Toolkitfor SustainableDestinations(cid:127) suitable for all tourist destinations, encouraging them to adopt amore intelligent approach to tourism planning.(cid:127) 27 core indicators, 40 optional(cid:127) piloted in 20 countries, over 20 countries: Wild Taiga Kainuu(cid:127) ScandinavianSustainableDestinationIndexfor MICE-industry(cid:127) 4 citiesin Finland(cid:127) “Kesma”guidelines for sustainable rural tourism in Finland(cid:127) Handbook forplanning and buildingsustainable tourist destinations(cid:127) Helsinki declarationfor sustainable tourism (2009-)Green Start, Finnish travel tradesustainability coaching(cid:127) Green Start is asustainabilitytraining(oneday).(cid:127) Givesa company tools to promote and communicatesustainability in their business.(cid:127) The company commits to take sustainable steps towardssustainable business by choosing five out of 10 developingareas to carry out in the following years.(cid:127) Training also includes a practical action plan to boostenvironmental issues and sustainability.(cid:127) Areas: 1.Management, 2.Marketing and communication,3.Social responsibility, 4.Energy and water usage, 5.Wastemanagement, 6. Buying and purchase, 7.Cleaning andmaintenance, 8. Transport and traffic, 9. Responsibility of thesurrounding nature, 10. Culture, villages and national parks.(cid:127) 32 companiescertified9Green DQN, Responsibility DQN – Finnish traveltrade quality & sustainability coaching fordestinations(cid:127) 2,5 –3 year-programmesfor qualitydevelopmentof adestinationbasingon Quality1000-training.(cid:127) includeresearch, trainingand developmentin the wholedestinationand aimat a permanentcooperationmodelforqualitydevelompment.(cid:127) 5 destinationshavecompletedthe Green orResponsibelDQN.(cid:127) https://www.haagaperho.fi/liiketoiminnan-kehittaminen/muu-yritystoiminnan-kehittaminen/green-start-vastuullisuus-liiketoiminna(cid:127) http://www.laatutonni.fi/node/201Alatunniste teksti 11.4.2008Education and Research(cid:127) Vocational Qualifications in the TourismIndustry(cid:127) Sustainable development one of the keycompetences(cid:127) Universities and Universities of AppliedSciences(cid:127) Sustainable tourism courses(cid:127) Sustainable tourism research project(cid:127) begins in April 2016 funded by Government10Future work for sustainable tourism in BSR?(cid:127) To highlight/promote the importance of sustainable tourism(cid:127) Exchange of best practice(cid:127) No more new labels –expensive and complicated(cid:127) Clean Baltic sea foundation for future tourism development(cid:127) Sustainable cruising industry a key from tourism point ofviewThank you!11