Ylitornio, a small municipality in the Tornio Valley between Finland and Sweden, is gaining attention as a new travel destination in Lapland — not because of large-scale resorts or mass tourism, but because of a carefully crafted, community-led development model. The region is increasingly attracting international visitors seeking authentic, nature-based and culturally rooted experiences, while local stakeholders are actively working to avoid the overtourism challenges seen elsewhere in Lapland.

In just one year, more than 20 new businesses have opened in Ylitornio and its surroundings, including accommodation cabins, restaurants, wellness services and nature-based tourism operators. This growth reflects a strong local belief in tourism as a long-term development pathway — one that supports livelihoods, revitalises rural areas and strengthens cross-border cooperation with neighbouring Sweden.

A defining feature of Ylitornio’s development is its close link with research and innovation through the CROCUS project (Cross-Border Cultural and Creative Tourism in Rural and Remote Areas). Through CROCUS, partners such as Aalborg University and the University of Oulu, together with local authorities and entrepreneurs, are supporting the region in testing new tourism models via so-called living labs. These real-life innovation environments allow local actors, researchers and businesses to co-create tourism experiences that respect cultural heritage, local lifestyles and environmental limits.

Rather than importing standard tourism products, Ylitornio is building experiences rooted in local culture, seasonal rhythms and the Arctic environment. The aim is not only to attract visitors, but to ensure that tourism actively benefits the local community — economically, socially and culturally. Researchers involved in the project underline that tourism should serve residents first and visitors second, reversing the logic of mass tourism models that often prioritise volume over value.

This approach aligns closely with emerging European tourism priorities: regenerative tourism, community-based development and cross-border cooperation. As a border region, Ylitornio also illustrates how tourism can become a bridge between cultures and countries, strengthening regional identity while offering visitors unique, meaningful experiences.

Ylitornio’s trajectory shows that tourism growth need not entail environmental pressure or social disruption. Instead, with the right governance, partnerships and research support, even small rural destinations can become resilient, attractive and sustainable tourism hubs.

👉 Read more here:
https://lnkd.in/dP7rQCvM

#Regenerative Tourism #Sustainable Tourism #Community Based Tourism #Responsible Travel #Sustainable Destinations
#Innovation In Tourism