Thank you for reading the new digital guide produced by Metsähallitus Parks & Wildlife Finland (metsa.fi), in which we present the principles of sustainable tourism that form the basis of tourism cooperation for operating in protected areas. The guide also contains useful information on tourism development, sustainability monitoring methods and the contact details of the persons responsible for tourism collaboration.
Watch the video greeting from Henrik Jansson, Director of Parks & Wildlife Finland:
All work in Metsähallitus is guided by responsibility. The Metsähallitus responsibility programme (metsa.fi) is divided into four focus areas: Management, Environment, People and Society. Our goal is to develop the services of tourism areas on state-owned land in order to generate well-being for nature, individuals and companies: health and well-being for local residents and tourists, good operating conditions for entrepreneurs, and economic welfare for the entire region.
We want to develop the tourism services of our destinations sustainably and responsibly, together with our partners. On this shared journey, each company's own investments in promoting sustainable business are also important. In particular, certificates that support sustainable operating practices and utilisation of the Sustainable Travel Finland (STF) programme, training and consideration of corporate responsibility communications support the company's ability to operate sustainably also in nature reserves.
Metsähallitus is committed to promoting the principles presented in this guide and, as part of the cooperation agreement, we want our partners to commit to these principles when operating in national parks and nature reserves.
Principles of sustainable nature tourism
We support the preservation of valuable features at the sites and promote their protection
We minimise the load on the environment
We strenghten local aspects
We promote use of the sites to increase health and well-being
We promote growth and job creation in the local economy
We communicate together about the values and services of the site
This guide consists of 9 modules, which contain text content, videos and illustrations of Metsähallitus employees and entrepreneurs.
Protected areas
Various protected and wilderness areas have been established to protect Finland's precious nature. These are fells, hill forests, lake systems and maritime archipelagos. Biodiversity is protected in nature reserves: different species and habitats.
The network of protected areas includes those with different types of protection. The most well-known of these are national parks, of which there are 41 in Finland. The network is complemented by natural parks, Natura 2000 areas, wilderness areas and other protected areas.
Autumnal forest behind a lake. The reflection of the forest is visible in the calm water. Photo: Mari Laukkanen.
There are some 1.7 million hectares of nature reserves already established on state-owned land. In addition to these, there are also other areas reserved for protection. Protected areas under state administration are managed by Metsähallitus Parks & Wildlife Finland. Metsähallitus also manages ancient ruins and other historical sites protected by law.
Protecting nature does not only involve the preservation of biodiversity - it is also done to safeguard the well-being and living conditions of people. Many nature reserves also preserve national landscape values and foster local cultural heritage.
Although nature conservation is indeed the core purpose of nature reserves, it is often also important to nature recreation and hiking. In particular, well-known national parks play an important role in attracting tourism. The increasing number of visitors to protected areas indicates an interest in nature. Visitors also create demand for different services in and near protected areas. The utilisation of protected areas in nature tourism is possible when activities are coordinated with the conservation objectives of the area, thus preserving the attractiveness of the area in the future.
The management and sustainable use of nature reserves are planned in cooperation with various stakeholders. Management and use plans are used to reconcile different objectives related to the areas. Hiking structures and trails built at nature sites provide an easy way to access nature, but at they can also be used to steer visitor movements in the area and protect sensitive sites. Communications aimed at visitors plays an important role in safeguarding natural values. Likewise, business activities are also steered - tourism business activities in nature reserves mainly require a permit or agreement.
Principle 1: We support the preservation of valuable features at the sites and promote their protection
Nature and cultural values are an important reason for the trip
We tell visitors about the values of the sites and their protection, and encourage them to act responsibly
We develop services and guide use according to demand and the nature of the site
As a rule, we use ready-made trails and existing service equipment
In construction, we also take into account local natural and cultural values
Tourism does not endanger the natural and cultural values of the site, and we proactively prevent harmful impacts
A Saimaa ringed seal is lying on the rocks. Photo: Mari Rantanen.
In nature reserves, the organisation of recreational use and nature tourism requires special care to ensure that the values of the reserves are not compromised by the activities. You should familiarise yourself with the values, instructions and regulations of protected areas and cultural heritage sites on nationalparks.fi pages. Example of the instructionsand rules for the Oulanka National Park (nationalparks.fi).
In order to protect nature, it is possible to restrict movement, camping or various activities, such as picking plants, in nature reserves. It is a good idea to familiarise yourself with the rules of each area, as Everyman’s rights (nationalparks.fi) do not necessarily apply in nature reserves.
Metsähallitus offers support to partner companies in taking the values and stories of protected areas and cultural heritage sites into account in tourism product development. Read more about the sites at www.nationalparks.fi and, if necessary, contact the local tourism contact person (metsa.fi).
Principle 2: We minimise the load on the environment
We promote facilitating access to the site using public transport and keeping emissions low
We increase the length of time spent in the tourism area
We act in an energy-efficient and material efficient manner
We serve as a good example in environmental matters
We make it possible for and encourage visitors to act in an environmentally-friendly manner
Two visitors are on a lakeside campfire site in the Oulujärvi hiking area. There is a foggy lake landscape in the background. Photo: Maarit Vaahteranoksa.
High-quality tourism services take the environment into account in their activities. The impact can be reduced, for example, by using low-emission modes of transportation and following the rules of outdoor etiquette. Setting a good example in energy and environmental matters encourages others to act in an environmentally-friendly manner.
From words to deeds! Watch the video on how Metsähallitus and some tourism partners implement the principles of sustainable tourism and responsible business:
1. Respect nature
2. Mainly use market trails
3. Only pitch your tent on sites where camping is allowed
4. Only make fires where it is permitted
5. Do not litter
New user groups should be familiarised with the proper way to act when out in nature. Follow these rules in your activities and familiarise your customers with them. You can also learn more about the rules of your excursion destination on the destination's own pages.
The principle of litter-free (nationalparks.fi) hiking is simple. Every hiker packs out their own waste from nature and also strives to minimise their own traces in nature. Preparing for litter-free hiking begins at home, by removing any unnecessary packaging.
Motivate your customers to act in the interests of nature, such as by picking up any litter found during your activities or exercises
Teach and guide people how to get ready for a hiking trip in accordance with the litter-free hiking principle by preparing and packing snacks for the hike together
Local impacts
Principle 3: We strenghten local aspects
Local knowledge, research knowledge, experiences and culture are the starting point for providing experiences
Guide services are high quality and operators are familiar with the area and local conditions
We will increase the value of the site with high-quality tourism services
We cooperate and offer local residents and visitors opportunities to participate in the management and development of the site
A happily smiling national park visitor leans on an old door on an island on the Bothnian Bay. Photo: Heli Suurkuukka / Metsähallitus.
High-quality tourism services are also culturally sustainable and as authentic as possible. Ideally, authenticity involves the deep knowledge, respect, presentation and reinforcement of localness. In this case, the services are based on specific aspects of the local community: customs and traditions, stories, living conditions and history.
Strengthening localness also means, in concrete terms, employing local labour and using local operators and products in subcontracting.
Metsähallitus organises regional training and information events for entrepreneurs. By participating in them, you will receive valuable information on regional development
A genuine tourism product is something that local communities can be proud of!
Network with entrepreneurs in the region and collaborate
A tourism product with a story sells better
Tourism development tools and events are widely available through various projects, regional organisations and Visit Finland - learn more
Principle 4: We promote use of the sites to increase health and well-being
We encourage visitors to take advantage of diverse, independent and guided nature and cultural experiences.
We ensure the visitor safety of sites and services
Our services promote equality
We improve the opportunities for visitors to enhance their social, mental and physical well-being
We promote the recreation of local residents and improve living conditions in the area
A lake landscape where one person in a kayak and two people in a canoe are paddling away from the photographer. Photo: Saara Lavi.
Visits to Finland's top nature sites combat stress. According to Metsähallitus reports, the vitality and happiness of visitors to Finnish national parks and other high-quality nature sites are enhanced when out in nature.
Nature has a proven positive impact on our health and well-being, in at least three different ways:
Spending time in nature and engaging in wilderness activities also offer a significant economic opportunity from a health care and tourism business standpoint. According to visitor surveys conducted by Metsähallitus in 2016-2020, 87% of visitors to nature and historical sites felt that there were fairly many or very many health and well-being impacts during the visit. The average health and well-being impacts experienced by visitors was 4.35 on a scale of 1-5, where 1 is “completely disagree” and 5 is “completely agree”.
In accordance with equal tourism services, everyone must have the opportunity to enjoy nature. According to the definition of Visit Finland, the three main groups where equality is concerned are: Visitors with disabilities (physical, sensory and cognitive), rainbow population and ethnic groups.
In Finland's top nature and cultural heritage sites, it is particularly important to take equality into account when providing services, which require cooperation between service providers. Uniformity throughout the entire service chain is important. Visit Finland published a guide for taking equality into account in tourism (businessfinland.fi).
Has equality been taken into account and communicated clearly to the customer? Do images show different kinds of visitors who hike to satisfy different needs?
Have your accessible services and their contents have been adequately documented (described and explained) and communicated, for example, on the website?
Principle 5: We promote growth and job creation in the local economy
We offer visitors high-quality services based on the attractiveness of the site
We engage in active cooperation, while keeping the roles and responsibilities of the operators in managing the site and providing services clearly defined
We provide information on sites and services in advance, easily and in an interesting format using different communication channels, thus inspiring tourists to stay longer in the tourist area
Two cyclists are taking a break in front of a lean-to shelter. A snowy forest landscape is visible in the background. Photo: Jaakko Posti / Metsähallitus.
How can we strengthen local economies together?
Attractive nature and high-quality infrastructure in protected areas together with tourism services provided by entrepreneurs create a successful nature tourism destination. When the entire tourism service chain is in order, significant economic impacts on local economies will be created in terms of income and employment. The hiking services provided by Parks & Wildlife Finland create a foundation and enable the product development of related companies.
The graph below shows the development of the overall local economic revenue impacts of Syöte National Park provided by visitor spending in the years 2012-2019 and development in the number of visits. The number of visits to the national park has more than doubled during the period in question, but the local economic impacts have increased even more strongly, more than tripling from 2012 to 2019.
Graph showing the development of the overall local economic income impacts of the Syöte National Park in 2012-2019 and development in the number of visits.
When examining the impacts by type of expenditure (see table below), it can be seen that accommodations for Syöte National Park visitors generates the highest revenue and employment impacts on local economies, followed by programme services, cafés and restaurant purchases as well as food and other retail purchases.
Examination of the spending of Syöte National Park visitors by type of expenditure with accommodation services first
Companies can enhance the positive impacts of their operations on the local economy, for example, by favouring local products and services, such as using locally produced food and networking locally.
Principle 6: We communicate together about the values and services of the site
We are committed to site values and basic messages. We communicate consistently and responsibly to different target groups both in Finland and internationally. We collect feedback from stakeholders to develop customer satisfaction and activities.
We organise training and cooperation events between operators in the region.
We encourage operators to commit to these principles of sustainable tourism.
A hiker walks in a pine forest with a lake on the background. A hiker coming towards the camera is dressed for the autumn weather and is looking towards the treetops. Photo: Mitja Piipponen.
Communications aimed at visitors is an important part of safeguarding the natural and cultural values of the site. Cooperation raises the profile of the specific features of the area. Together, we also outwardly communicate information on the area and its possibilities, thus raising the profile of the site. We serve common customers, so consistent messages on the correct way to act in protected areas are important.
Visitors search for information on many channels. A clearer message is conveyed by communicating in a consistent manner. Consistent, available and up-to-date information also improves the customer experience.
The communication materials of the Parks & Wildlife Finland (metsa.fi) are available in the image bank to partner companies and media for use in their own communications. This service is offered only in Finnish. In addition to photographs, it also contains park logos, Outdoor Etiquette materials, texts (e.g. trail descriptions and instructions).
Ideally, consistent communications allow us to increase the appreciation of nature and skills for recreation as well as serve visitors to the area!
Perspective on common messages:
I Securing the natural and cultural values of the sites
Taking nature into account when moving about (staying on trails and avoiding restricted areas)
Observing species while respecting them (allowing birds to nest in peace, Saimaa ringed seal, etc.)
Appropriate equipment, such as for water activities
Difficulty of routes, preparedness for conditions and what to do in the event of an emergency
IV Information on services
Up-to-date information and services relevant to visitors
In its broadest sense, responsibility and communications concerning it are part of all company operations.
Remember, a picture says more than a thousand words! Make sure that the image you are using supports the message you want to communicate. In other words, select images with pets on a leash and making a campfire in a designated campfire site. It is not a good idea to use images depicting anything unlawful or dangerous, even if the idea is to use them as a cautionary example.
National parks are a well-known tourism attraction, so it is worth considering how to highlight it in its own activities
Metsähallitus' digital communication channels
Nationalparks.fi are a well-known tourism attraction, so it is worth considering how to highlight it in its own activities
Excursionmap.fi is a map service for state-owned land and water areas. The map service also includes recreational services
Metsa.fi provides information on Metsähallitus' activities and provides additional information on its operations
Social media Parks & Wildlife Finland nationally introduces protected areas (Facebook and Instagram), which is complemented by social media channels for individual parks
A mountain biker approaches on a gravel trail. There is a sign post with the mountain biking symbol. Photo: Maarit Vaahteranoksa.
Monitoring
"Any phenomenon that is not measured and reported does not exist politically. Governments, societies, communities and individuals place more value on that which is documented."
Paul F. J. Eagles
Professor emeritus, university of Waterloo, Canada
In the photo, a young man is smiling while petting a sheep. On the background, there are more sheep and a red islander-style building. Photo: Katja Raatikainen / Metsähallitus.
Information on visits and visitors to nature reserves
Metsähallitus monitors number of visits and conducts visitor surveys in popular protected and hiking areas. Visitor surveys collect information on the visitor profile from national parks and other top tourist destinations approximately once every five years. The surveys produce comparable information on visitor structure, activities, use of the area, visitor satisfaction, duration of the visit and the spending associated with the visit. Visitor surveys provide information for visitor management. The results are taken into account in, for example, in service design and maintenance of services. Information on visitors and their preferences is needed especially when changes are made to service structures.
The number of visits to protected areas is mainly calculated using electronic counters, and estimates of the number of visits are always based on the best available information. All visitor calculation reports are available at metsa.fi
Two hikers with backpacks by signposts in Hiidenportti National Park in the summer. Text added to the image shows visitor survey statistics: visitor profile, hobbies, where and when, expectations, financial impacts, duration of the visit, health and well-being, motives and visitor satisfaction.
The sustainability of recreation and tourism is monitored
Assessing the sustainability and environmental impacts of tourism is an important part of the management of protected areas. In national parks and other top tourist destinations sustainability is assessed by defining limits of acceptable change (LAC). Based on the principles of sustainable tourism, desired outcomes have been defined for each nature tourism area, according to which efforts are made to develop activities in the areas.
In this method, the limits of acceptable change are sought for various sustainability factors, i.e. the range within which environmental changes caused by activities must remain. The environmental impacts of tourism are measured using suitable indicators. Based on the measurements of the current situation, preventive corrective measures can be taken in advance if the agreed limits are likely to be exceeded or are not reached. The method is used to monitor, for example, environmental wear, impacts on species and habitats, customer satisfaction, the number of visits to areas and the impacts of tourism on the local economy and culture.
Monitoring the sustainability of recreation and tourism produces an annual analysis of the state of sustainability in key tourist destinations and its development. Sustainability monitoring is part of planning the management planning .
The diagram shows the application of the LAC method for measuring durability. The Limits of Acceptable Change (LAC) process defines the target state and selects the best indicators and measurement method. The review of present values is used to produce the limits of accepted changes that define proactive and reactive measures in the region.
National parks and other nature reserves administered by Metsähallitus are excellent sites for conducting nature-based business. When an entrepreneur or other partner utilises hiking structures and trails maintained by Metsähallitus for their business, they must make a cooperation agreement for the use of these areas.
By signing such a cooperation agreement, the tourism operator commits to the principles of sustainable tourism presented in this guide, which primarily aim to ensure the sustainability of tourism activities in protected areas. Cooperation also aims to improve communications and customer service related to nature sites.
As part of cooperation, you receive the following benefits:
The right to use national park logos
Communication material and instructions (images, brochures, etc.) The opportunity to use the national park brand in your operations
The opportunity to sell existing products with national park logos
Familiarisation with the principles of sustainable tourism and operating in protected areas
Visibility in Metsähallitus communication channels
If necessary, the right to use hiking structures maintained by Metsähallitus
Metsähallitus Parks & Wildlife Finland also actively cooperates with other tourism stakeholders, such as various regional and developer organisations in tourism, educational institutions and other public sector actors. Nationwide, there are already nearly a thousand different tourism partners.
Tourism cooperation is area-specific, and each area has a responsible person appointed for the collaboration. Should you be interested in operating as a tourism business on state-owned land or concluding a cooperation agreement with Metsähallitus for other reasons, fill in the contact form and tell us about your idea. You will be directed to the right person. Additional information on cooperation and the form to fill in can be found on the Cooperation with nature tourism business page (metsa.fi).
The presentations and locations of national parks and other hiking areas, cultural history sites and Metsähallitus customer service points (nature houses) can be found on the nationalparks.fi website.
Metsähallitus maintains visitor centres, nature houses, huts and service points in Finland's protected and hiking areas. Their staff provide information on protected and hiking areas and visitor centres, and publications and products related to hiking areas and nature can also be purchased at these service points. If you get the chance, it’s a good idea to make a stop at these service points before heading off to the trails.
Tourism cooperation is area-specific, and each area has a responsible person appointed for the cooperation. Should you be interested in operating as a tourism business on state-owned land or concluding a cooperation agreement with Metsähallitus for other reasons, fill in the contact form on the above page and tell us about your idea. You will be directed to the right person.
Useful information packages and programmes provided by partners:
In the northern Bay of Bothnia, aquatic mosses (here probably Showy Feather-moss, Oxyrrhynchium speciosum) grow on hard, rocky seabeds at a depth of 1-7 m even in a fairly dark environment. There are also freshwater hydroids (Cordylophora caspia). Photo: Suvi Saarnio, Metsähallitus.
Thyme (Thymus) and Tartarian catchfly (Silene tatarica) grow in the sand along the Oulankajoki River. Photo: Tiina Laitinen.
In Koillismaa, Marsh Labrador tea (Rhododendron tomentosum) grows in a variety of environments, including riverside heaths. Photo: Tiina Laitinen.
A school or perch in a lake in Hossa National Park. Photo: Jari Ilmonen, Metsähallitus.
Shoreline plants on the island of Tasku in Raahe. Photo: Maija Haukkala, Metsähallitus.
