Finland Embraces Eco-Tourism: A Vision for 2025 and Beyond

By: Paramita Sarkar

As the world of tourism expands, a critical shift is underway—from merely sustaining our cherished destinations to actively restoring them. This movement, known as regenerative tourism, is gaining traction with notable contributions from New Zealand, Costa Rica, Saudi Arabia, and now Finland. These nations are pioneering a vision for travel that seeks not only to mitigate the detrimental impacts of tourism but also to revitalize and enhance the natural, cultural, and social landscapes that draw visitors in.

So, what exactly is regenerative tourism? At its core, it represents a model where the benefits of travel extend beyond mere economic gain. This approach goes beyond sustainability, focusing instead on environmental restoration, cultural preservation, and community empowerment. While this concept is still evolving, a growing number of countries are making official commitments to integrate regenerative practices into their tourism strategies, setting a compelling precedent for others to follow.

What Is Regenerative Tourism?

Regenerative tourism transcends the idea of minimizing harm; it is about giving back more than it takes. The aim is to restore ecosystems, invigorate local cultures, and empower communities through travel experiences. The ultimate goal is a positive feedback loop in which tourism not only respects but actively enhances the attractions—natural landscapes, cultural heritage, and social fabric—that first entice visitors.

Yet, the challenge remains: how do we measure the success of regenerative tourism? Governments are starting to develop metrics and standards, but a universal framework has yet to emerge. Much of the existing data is bundled with broader concepts of sustainable tourism or general economic and environmental initiatives, rather than specifically targeting regenerative metrics.

New Zealand — Leading the Way in Regenerative Tourism

Government Stance and Key Initiatives

New Zealand is establishing itself as a global leader in regenerative tourism, with its government actively embedding this vision into its official policies. The Ministry of Business, Innovation & Employment (MBIE) and Tourism New Zealand have prioritized a transition towards a regenerative tourism model.

The clear objective is to ensure tourism protects, restores, and champions the country’s rich natural environment and cultural heritage. This initiative forms part of New Zealand’s overarching tourism strategy, referred to as the Tourism Growth Roadmap.

Core Initiatives and Key Statistics

• Tiaki Promise Awareness: 22% of the domestic population is aware of the Tiaki Promise, reflecting an effective push to promote regenerative thinking among residents.
• Tourism Sector Productivity: Pre-pandemic, tourism accounted for approximately 5.5% of New Zealand’s GDP, with a focus on elevating the value per visitor rather than sheer visitor numbers.
• Protected Areas: More than 30% of New Zealand’s land is designated as protected, providing a robust foundation for restorative efforts.

Top Tourist Attractions in New Zealand

1. Fiordland National Park – A UNESCO World Heritage site boasting stunning fjords and pristine landscapes.
2. Rotorua – Renowned for its geothermal wonders and vibrant Māori culture.
3. Aoraki/Mount Cook National Park – Celebrated for its breathtaking peaks and alpine scenery.
4. Bay of Islands – A picturesque region steeped in history, perfect for sailing and exploration.
5. Tongariro National Park – Another dual UNESCO World Heritage site, famous for its striking volcanic landscapes.

Costa Rica — A Pioneer in Ecotourism Now Moving Towards Regeneration

Government Stance and Key Initiatives

Costa Rica, long celebrated for its commitment to ecotourism, is now evolving toward a more regenerative model. The Costa Rican Tourism Institute (ICT) is taking the lead in this transformation, positioning the nation as a premier destination for regenerative tourism.

The nation’s dedication to regenerative practices is exemplified by its Certification for Sustainable Tourism (CST) program. While the CST has been in place for years, its criteria are now shifting to support businesses that actively contribute to conservation, community development, and sound regenerative outcomes.

Key Statistics

• Forest Cover: Over 52% of Costa Rica is blanketed in forests, solidifying its status as a global leader in reforestation and ecological restoration.
• Renewable Energy: Nearly 100% of the country’s electricity is sourced from renewable energy—including hydro, geothermal, and solar—ensuring a minimal carbon footprint.
• Tourism Sector Contribution: Tourism generates roughly 6.3% of Costa Rica’s GDP, underpinning a low-impact, nature-centric tourism model.

Top Tourist Attractions in Costa Rica

1. Manuel Antonio National Park – Famous for its diverse wildlife, exquisite beaches, and forest trails.
2. Monteverde Cloud Forest – A biodiversity hotspot ideal for hiking and nature exploration.
3. Arenal Volcano – Well-known for its geothermal activity and relaxing hot springs.
4. Corcovado National Park – Recognized as one of the most biodiverse locations on the planet.
5. Tortuguero National Park – A sanctuary known for its nesting turtle sites and rich ecosystems.

Saudi Arabia — Vision 2030’s Regenerative Tourism Projects

Government Stance and Key Initiatives

Saudi Arabia is channeling substantial state funding to construct entirely new, regenerative tourism destinations as part of its Vision 2030 initiative. The Red Sea Global (RSG) project, formerly known as the TRSDC (The Red Sea Development Company), seeks to create luxury resorts centered around a regenerative framework, promoting a model of “nature-positive” tourism.

By 2040, Saudi Arabia envisions a 30% net positive conservation benefit, ensuring that its tourism projects not only protect but also enhance the surrounding environment.

Key Statistics

• Net Conservation Benefit: Aiming for a 30% net positive conservation benefit by 2040, the country is focusing on ecosystem restoration, including initiatives such as mangrove planting and habitat enhancement.
• Tourism Share of GDP: The goal is to increase tourism’s contribution to GDP from about 3% to 10% by 2030, aligning economic aspirations with environmental commitments.
• Biodiversity Restoration: Approximately 50,000 m² of new coral reefs are being developed and revitalized in the Red Sea.

Top Tourist Attractions in Saudi Arabia

1. Al-Ula – This UNESCO World Heritage site is famed for its ancient rock art and historical tombs.
2. The Red Sea Project – A luxury resort area designed with regenerative principles in mind.
3. Riyadh’s National Museum – Showcasing the kingdom’s rich cultural heritage.
4. Diriyah – A historical district in Riyadh undergoing restoration to highlight Saudi history.
5. Al Khobar Beaches – Renowned for water-based activities and peaceful retreats.

Finland — Sustainable Travel and Regenerative Practices Through National Certification

Government Stance and Key Initiatives

Finland has woven regenerative tourism into its fabric through the Sustainable Travel Finland (STF) Label. This national initiative encourages environmental and social responsibility in tourism practices. Under the guidance of Visit Finland and Business Finland, destinations certified under the STF are held to high standards of cultural preservation, community engagement, and environmental stewardship.

Key Statistics

• Certified Destinations: More than 100 businesses and 13 destinations have achieved certification through the STF program, showcasing a strong commitment to regenerative practices.
• Visitor Satisfaction: Finland consistently ranks high in visitor satisfaction and safety, aligning with its regenerative tourism objectives.

Top Tourist Attractions in Finland

1. Lapland – Renowned for its spectacular Northern Lights and magical connections to Santa Claus.
2. Helsinki – A vibrant city celebrated for its stunning art, architecture, and natural beauty.
3. Lake Saimaa – Offers serene landscapes perfect for boating and hiking.
4. Rovaniemi – The official hometown of Santa Claus, serving as a gateway to Arctic adventures.
5. Turku Archipelago – A breathtaking collection of islands ideal for outdoor pursuits.

Conclusion: A Global Shift Towards Regenerative Tourism

Countries such as New Zealand, Costa Rica, Saudi Arabia, and Finland are leading the charge in the regenerative tourism movement, making formal commitments to transform tourism into a catalyst for environmental restoration, cultural preservation, and community empowerment. These nations are not just setting benchmarks for sustainable travel but are also illustrating that when done correctly, tourism can benefit both the environment and local economies.

As the industry continues to evolve, the principles of regenerative tourism are expected to gain further traction, prompting even more destinations to adopt these strategies. While the metrics for regeneration remain a work in progress, the advancements made by these trailblazing nations offer a roadmap for others, ensuring that tourism can foster a positive, enduring impact on our planet.