HOLISTIC SUSTAINABLE TRAVEL FROM THE HAPPIEST COUNTRY IN THE WORLD Live Stream on Thursday 3 December (11.00 -12.30 )

Climate change and the global pandemic have highlighted the urgent need for holistic sustainable travel practises. is the happiest country in the world, offering the best human wellbeing, the cleanest air and it now aims to be recognized as a leader in sustainable travel.

During the live stream broadcasted from , , we will tell you what kind of steps Finland has taken during the last year to achieve this goal; including the launch of theSustainable Travel Finland’ program which aims to make sustainability a new norm.

Sustainable Travel from the happiest country in the world

During the 1.5 hour live stream, we will give concrete examples of how sustainable tourism is being developed and built in Finland. Moving towards a more holistic approach and investigating the best takeaways of the pandemic.

We will also introduce you to Posio, the first tourism destination in Finland, four sustainable entrepreneurs in Posio and the sustainability manager for Pyhä, the first carbon-free ski centre in Finland.

According to the Environmental Performance Index, Finland is among the top 10 sustainable countries in the world.

Time of the event: 11.00-12.30 PM Dutch time

Questions can be put forward during registration and we will address them during the event. You can also ask questions during the live event as well as organise one-to-one interviews.

Please register here to the event: https://www.lyyti.fi/reg/stf_virtual_event_0312 PROGRAM

Introduction & practical information

Host - Hetta Huittinen, Head of International Media & PR, Business Finland

Visit Finland – A holistic approach to sustainability

Visit Finland has launched nationwide ‘Sustainable Travel Finland’ Program and label. The criteria was inspired by international sustainability programmes but tailored to the needs of Finland and every aspect of sustainability. In Finland, sustainable tourism is developed in a co-operation between government, regions and companies. The label is only awarded for those companies and destinations that have undergone the entire Sustainable Travel Finland program.

Meet : Liisa Kokkarinen, Manager for Sustainable Development & Regional Partnerships, Visit Finland /Business Finland

https://www.visitfinland.com/sustainable-finland/ https://www.visitfinland.com/sustainable-finland/sustainable-travel-destinations/ https://www.businessfinland.fi/en/do-business-with-finland/visit- finland/sustainable-travel-finland-label/ PROGRAM

Posio – How sustainability became a common goal for the whole municipality.

Posio, a roughly 3 000 – resident municipality in Finnish Lapland, has become the first travel destination to receive the Sustainable Travel Finland label awarded by Visit Finland. Posio is renowned as the home of interior design company Pentik and Riisintunturi National Park.

Meet: Marja Hannula, Travel Coordinator and Managing Director of Posio Travel . https://posiolapland.com/

Pentik-mäki Culture Center – How a single ceramic brand is playing a central role in the region’s economic sustainability.

Posio has the world's northernmost ceramics factory, Pentik, which is the largest employer in Posio. A cultural centre has grown next to the factory, bringing up to 100,000 tourists a year to Posio.

Meet: The founder and designer Anu Pentik and chairman of board and son of Anu, Pasi Pentikäinen . www.pentik.fi PROGRAM

Ylitalo Reindeer Farm - How preserving an old tradition of reindeer herding is sustainable.

Ylitalo Reindeer Farm embodies the traditional Laplandic way of life. Respect for the local way of life is at the core of all of their travel products. At the reindeer farm travellers have the opportunity to learn about reindeer’s natural cycle of life.

Meet: The owner of Ylitalo Reindeer farm Christina Mourujärvi . https://posiolapland.com/reindeer-safaris

Naali Lodge - How silence can provide sensory experiences and protect wildlife.

The lodge is surrounded by unbreakable silence in the middle of the woods. To avoid the impacts of mass tourism, Naali Lodge hosts a group of eight people at a time.

Meet: The owner Catherine Chevillard and the owner and the wildernes s guide Thierry Chevillard. https://naalilodge.com PROGRAM

Adventure Apes – How hiking provides equal opportunities to enjoy great outdoors.

A pioneer in socially sustainable travel inFinland. They are passionate about giving everyone, also the visually impaired, the opportunity to experience the great outdoors.

Meet: Heidi Savolainen , the owner of Adventure Apes . www.adventureapes.fi

Pyhä Ski Resort – How adapting to climate change is as important as mitigating against it.

Pyhä Ski Resort has been a pioneer of sustainable tourism since the 1990s and the goal of the resort is to be the cleanest ski resort in the world. Pyhä became the first ski resort to use renewable resources of energy in its energy consumption in 2011 . Pyhä runs on natural renewable resources and is doing everything to ensure future generations can enjoy snowy winters, too!

Meet : Jusu Toivonen, Pyhä Ski Resort Manager and Manager for Ruka and Pyhä Ski Resort’s Responsibility Program. https://pyha.fi/en/skiresort