Less Carbon, Double the Fun: Sustainable value creation for tourism destinations and companies
What if the most sustainable travel choice was also the default choice, the most enjoyable one, the one that offers the most value for the visitor and host? That question was at the heart of the “Less Carbon, Double the Fun” two-day forum and workshop in Tampere 22-23.9 organised by the Interreg BSR project ClineDest, an associated project of Novia UAS’s RegenT (https://interreg-baltic.eu/project/regent). Destination Management Organisation representatives (DMOs), city officials and both large and small and medium sized companies (SMEs), gathered to explore how tourism can thrive while reducing their climate impact and to share the results of the project’s pilots and climate mitigation tools.
The discussions in Tampere offered a refreshing reminder that the future of tourism is not about asking visitors to sacrifice experiences. Instead, it is about redesigning tourism so that sustainable and regenerative choices become the most attractive, accessible and rewarding options.
A recurring theme throughout the event was that the climate crisis is not only an environmental challenge but also an economic one. As destinations face changing travel patterns, unpredictable weather patterns, shifting consumer expectations and increasing pressure to reduce emissions, tourism must evolve. The question is no longer whether change is needed, but how we make that transition both appealing and beneficial for visitors, businesses and local communities.
One inspiring example came from Visit Tampere's approach to low-carbon tourism. Rather than focusing solely on emission reductions, the emphasis was placed on influencing visitor choices and redesigning experiences to create more value. Making high-carbon options less attractive, while increasing the availability and appeal of low-carbon alternatives, encouraging visitors to travel closer to home and stay longer, and making sustainable choices the default option. These were highlighted as practical pathways forward. One hinder in the communication of this at a destinations level is the current lack of low-carbon products.
These ideas resonate strongly with the work we are doing in the RegenT project. Regenerative tourism is not simply about reducing negative impacts. It is about creating net positive outcomes for destinations, communities and ecosystems. The forum repeatedly returned to the idea that tourism should generate value for society, people and nature. This aligns closely with Finland's long-term ambition to move towards regenerative tourism and with broader European discussions on the future direction of the sector. (Yhdessä enemmän – kestävää kasvua ja uudistumista Suomen matkailuun : Suomen matkailustrategia ja toimenpiteet 2025–2028 (Achieving more together – sustainable growth and renewal in Finnish tourism Finland’s tourism strategy and measures for 2025–2028) Ministry of Economic Affairs and Employment of Finland)
Particularly interesting was the focus on value creation. Tourism has the potential to support public services, strengthen local supply chains, improve transport connections, create meaningful year-round employment and reinforce local identity and pride. At its best, tourism can enhance quality of life for residents while protecting and restoring nature. Yet the opposite can also occur when destinations become overly dependent on visitor numbers alone, leading to congestion, environmental degradation and economic leakage.
Visit Finland’s head of sustainability, Liisa Kokkarinen, highlighted how emerging European tourism policies increasingly recognise these challenges. Discussions touched on the EU Green Deal, the Transition Pathway for Tourism and the growing focus on sustainable destination management, regenerative tourism and community wellbeing. A clear message emerged: future tourism success cannot be measured solely through visitor growth but must also consider environmental restoration, local economic resilience and community wellbeing. The publication of the new EU updated tourism strategy has been twice delayed in the first half of 2026 and is now scheduled for Q4. The European Council’s strategic guidelines for a sustainable and competitive tourism were released in May.
For the Baltic Sea Region, these developments are particularly relevant. Cross-border cooperation has long been part of the region's tourism DNA, while sustainable mobility, rail and ferry connectivity are becoming increasingly important. This is currently underfunded, operating in a patchwork manner. Climate change is already reshaping tourism patterns across Northern Europe, and many destinations are seeking alternatives to traditional volume-based growth models. These are precisely the opportunities that projects such as RegenT are working to address. Building on the strong sustainability work in the region this offers the potential for a powerful competitive advantage that reflects the macro region’s values and culture.
One goal of the project is to expand the existing Urban Climate Leaders and Climate Neutral Destinations networking. Many of the participating destinations already show strong leadership in this regard. For example, during the event, Helsinki, a project partner won first place for the third year in a row Global Destination Sustainability (GDS) Index. https://www.hel.fi/fi/uutiset/helsinki-on-jalleen-karjessa-matkailukohteiden-kestavyytta-arvioivassa-kansainvalisessa-vertailussa
The event concluded with several practical examples from businesses and transport operators that are already putting carbon mitigation strategies into practice. Whether through reducing waste, encouraging more sustainable travel modes, or helping customers make informed choices, the message was clear: sustainability becomes most effective when it is embedded in better products, better services and better experiences. As one speaker put it, sustainable travel needs to be attractive. Travellers should feel they are gaining something, not giving something up. The Estonian coach operator, Lux Express, stated that their competitors are not other transport companies but private car travel itself.
Perhaps the most memorable takeaway came from the inspirational talk by Ira Salminen (@kaikkiraiteillaan), sustainable travel content creator, reflecting on her own behavioural shift towards flight-free travel: "I thought I was giving something up, but I was actually getting more."
If tourism can create experiences that leave visitors feeling this way while simultaneously strengthening destinations, supporting communities and reducing carbon emissions, then perhaps "Less Carbon, Double the Fun" is more than a conference slogan. It may well be a vision for the future of tourism itself.
References:
https://interreg-baltic.eu/project/regent
Texten har granskats och godkänts av Novias redaktionsråd 23.10.2026.
