Vaasa Region, Finland, has been recognised as a best practice by the Sustainable EU Tourism project for its collaborative stakeholder approach aimed at strengthening its sustainability commitment and implementing sustainability measures.

This achievement was made possible through effective stakeholder collaboration at both the municipal and business levels. Local communities were actively involved, with each municipality developing its own urban sustainability strategy, while tourism providers and entrepreneurs across the region were encouraged to join Visit Finland’s Sustainable Travel Finland programme. The DMO plays a central role in the transition to sustainable tourism and has implemented several measures, including adherence to Finland's National Principles for Sustainable Tourism (2023), the EcoCompass certificate, and the national Sustainable Travel Finland (STF) label (2024). In addition, the DMO promotes sustainable tourism by developing eco-friendly infrastructure and projects - such as enhancing the Kvarken Archipelago, contributing to the Bothnian Coastal Route, and improving cycling and nature trails—and by raising visitor awareness through comprehensive information on its website.

Vaasa Region is an example of how destinations can successfully initiate a green transition through strong stakeholder engagement. For more details on the key challenges the destination has faced and the solutions implemented to address them, please refer to the attached document.