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GLOBAL TRENDS
& FUTURE KEY
ISSUES
Liisa Kokkarinen
Business Finland / Visit Finland
Wien, 13 December 2019
SUSTAINABLE ARCTIC DESTINATION
Tourism to Arctic is growing
Increasing (travel) business in the Arctic region requires
responsibility that takes into account the:
 vulnerability of nature,
 the rights of indigenous peoples,
 the vitality of the local communities, and
 the need to ensure safety and quality.
Lessons learnt
 One model does not suit for all
 Encourage dialogue
 Provide clear guidance
 Lower the treshold
 Be practical; from words to acts
 Never underestimate the power of education
Global trends and future key issues
MEGATRENDS
i) evolving visitor demand
ii) shift to sustainable tourism growth
 Sustainable Travel Finland
iii) enabling technologies
 Cleantech & digitalization
iv) travel mobility.
SUSTAINABLE TRAVEL FINLAND
Step 1. Commitment
Step 2. Increasing know-how
Step 3. Development & action plan
Step 4. Responsible communication
Step 5. Certification and auditing
Step 6. Verification and measurability
Step 7. Agreement and continuous
development
THANK YOU.
Liisa Kokkarinen
Liisa.kokkarinen@businessfinland.fi
Business Finland / Visit Finland

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Session iii Global Trends and Future Key issues

  • 1. GLOBAL TRENDS & FUTURE KEY ISSUES Liisa Kokkarinen Business Finland / Visit Finland Wien, 13 December 2019
  • 2. SUSTAINABLE ARCTIC DESTINATION Tourism to Arctic is growing Increasing (travel) business in the Arctic region requires responsibility that takes into account the:  vulnerability of nature,  the rights of indigenous peoples,  the vitality of the local communities, and  the need to ensure safety and quality. Lessons learnt  One model does not suit for all  Encourage dialogue  Provide clear guidance  Lower the treshold  Be practical; from words to acts  Never underestimate the power of education
  • 3. Global trends and future key issues MEGATRENDS i) evolving visitor demand ii) shift to sustainable tourism growth  Sustainable Travel Finland iii) enabling technologies  Cleantech & digitalization iv) travel mobility. SUSTAINABLE TRAVEL FINLAND Step 1. Commitment Step 2. Increasing know-how Step 3. Development & action plan Step 4. Responsible communication Step 5. Certification and auditing Step 6. Verification and measurability Step 7. Agreement and continuous development