Sustainability - Responsible travel, designed with care

At Luova Finland, sustainability is a core principle guiding our daily operations and long-term development. We are committed to offering travel experiences that protect Finland’s natural environment, respect local culture, and support local communities.

We work closely with responsible Finnish partners, guides, and service providers, prioritise low-impact travel choices, and actively encourage our guests to act responsibly in both natural and urban environments. Sustainability is embedded in our tour design, partner selection, and guest communication, ensuring that every experience contributes positively to its surroundings.

As part of our continuous improvement, we are currently in the process of applying for the Sustainable Travel Finland (STF) programme. In addition, Luova Finland has been awarded the Good Travel Seal Certificate, recognising our concrete actions and commitment to responsible tourism practices.

For us, sustainability is not a one-time achievement but an ongoing journey of learning, transparency, and development—together with our partners and guests.

Good Travel Seal Certification

Luova Finland is proud to be certified with the Good Travel Seal, an internationally recognized sustainability certification developed by Green Destinations. The Good Travel Seal evaluates tourism businesses against a comprehensive set of criteria covering environmental responsibility, social sustainability, cultural respect, safety, and responsible management.

Receiving the Good Travel Seal confirms our commitment to operating transparently, ethically, and in line with internationally accepted sustainability standards. It also supports our continuous development toward more responsible tourism practices in Finland and the Nordic region.

Statement from Green Destinations:

“On behalf of Green Destinations, we would like to congratulate you once again on your certification! We are happy that your hard work and achievements have been recognized, and we especially commend you on your impressive high score!”

This recognition encourages us to continue improving our sustainability performance and to share responsible travel values with our guests and partners.

Collaboration & Responsible Partnerships

Sustainable tourism is built together. Luova Finland works only with reliable Finnish partners—guides, hotels, restaurants, activity providers, artisans, and transport companies—who share our values of safety, ethics, and environmental responsibility.

Our collaborative practices include:

  • Favoring local, family-owned, and eco-certified service providers

  • Supporting transparent communication and continuous improvement

  • Promoting responsible guiding practices and nature-friendly operations

Strong partnerships ensure high quality, safety, and sustainability throughout every journey.

Environmental Sustainability

We aim to minimize our footprint while protecting Finland’s ecosystems.

Key actions:

  • Prioritizing public transport, walking routes, and low-emission vehicles

  • Working with eco-certified accommodations (e.g., Green Key, STF, Nordic Swan)

  • Reducing waste through digital operations, recycling, and reusable materials

  • Avoiding endangered fish/meat products and promoting plant-based options

  • Supporting responsible wildlife viewing—no touching or disturbance

Nature is at the heart of our experiences, and we take every step to preserve it.

Cultural Sustainability & Heritage

We help travelers connect with Finland’s rich cultural traditions in a respectful and authentic way.

Our principles:

  • Collaborating with local experts, artisans, and cultural institutions

  • Respecting Sámi cultural rights and engaging only with Sámi-led experiences

  • Sharing accurate stories of Finnish history, design, food culture, and nature

  • Avoiding commercialisation of sacred traditions or sensitive sites

  • Supporting the preservation of local crafts

We protect cultural heritage by ensuring that local voices lead the narrative.

Social Sustainability & Well-Being

Travel should benefit people—both guests and communities.

We support social sustainability by:

  • Welcoming all guests equally, with zero tolerance for discrimination or harassment

  • Promoting accessibility and offering clear information on mobility needs

  • Ensuring safe, inclusive, and respectful environments throughout every service

  • Preferring partners that provide fair working conditions and employee welfare

  • Creating economic opportunities for local guides and entrepreneurs

We believe in tourism that uplifts communities and creates shared value.

Long-Term Responsibility & Local Impact

Sustainability is not a trend; it’s a commitment.

Our long-term focus includes:

  • Choosing local Finnish products, ingredients, and services

  • Strengthening small businesses and rural communities

  • Designing travel that spreads benefits beyond major cities

  • Encouraging guests to discover authentic, lesser-known destinations

  • Building lasting relationships with partners who invest in local well-being

Every choice—from accommodation to restaurant to activity—supports Finland’s local economy and identity.

Quality & Safety

Safety and reliability are essential parts of sustainability.

We ensure quality by:

  • Working with partners who follow strict Finnish safety regulations

  • Expecting venues to have clear emergency exits, first aid, trained staff, and safe infrastructure

  • Providing advance information on walking routes, weather, and clothing

  • Ensuring responsible behaviour in natural and cultural environments

  • Continuously reviewing partner safety practices and improving communication

A safe experience is a sustainable experience.

Climate Action & Resource Efficiency

We acknowledge the urgency of climate change and aim to reduce emissions wherever possible.

Our climate-focused actions include:

  • Preferring partners powered by renewable energy

  • Reducing heating/cooling use and promoting natural ventilation

  • Designing itineraries that avoid long transport distances

  • Using digital tools to avoid paper and resource waste

  • Encouraging guests to make low-impact choices (e.g., tap water, walking, recycling)

We follow Finland’s national goals and aim to expand our climate reporting and renewable energy tracking in 2026.

A Journey with Purpose - At Luova Finland, sustainability is woven into every decision—from partner selection to daily operations and guest experiences. By choosing us, travelers support a tourism model that respects Finland’s people, culture, and nature.