The Nordic Journey is a forum for sustainable destination development in the Greater Nordics.
Experiencing untouched wilderness moves something deep inside of you. But selling that to the masses creates a paradox - the paradox of sustainable tourism.
Hear inspiring stories from people who are finding the balance between the two, and are leading the way in sustainabletourism develpoment.
As the destinations in the north are all facing similar challenges both in regards to environment and changing tourism behaviours and demand, there is a lot we can share and learn from each other. We need tourism to become more sustainable, and among us is a lot of experience and research that we can learn from.
Collaboration is key...
Almost all of the Nordic countries have set the goal to become the most sustainable country destination by 2030. That means fierce competition, but we like to see it more as coopetition - a collaborative effort that lifts us all towards a common goal.
"Tourism can be a force that contributes to the protection of the environment, reforesting barren land and rewilding. It can be a contributor to the development of the local economy, to better job opportunities, education and attracting people "back home".
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