Tourism in the bio-economy in Finland Liisa Tyrväinen Professor, nature-based tourism and recreation Natural Resources Institute Finland (Luke), liisa.tyrvainen@luke.fi

Natural Resources Institute Finland Vision We are a bioeconomy pioneer – our expertise creates a basis for sustainable growth and well-being. Focus of research Based on renewable natural resources biomass-based products and energy food system and food security health and well-being sustainable natural resources economy and policy

Organisation Person-years aprox.1700, 38 Locations

Nature-based tourism in Finland Nature-based tourism (NBT) has increasing role in Finnish bioeconomy NBT and well-being services from nature acknowledged in the Finnish Bioeconomy Strategy (2014). Significant growth expectations within NBT development in Finnish Tourism Strategy (Roadmap of Tourism 2015-2025). 43% of Finns participates in nature-based tourism, 1/3 of foreign visitors participate in nature activities Increasing number of visitors in National Parks (Parks & Wildlife Finland) 16.11.2018

Landowner structure and forest services in Finland State owned forests Finland is covered by forest (86%) Forests are distributed evenly and they are easy to reach Private forests are located in Southern Finland and State owned forests are located in Northern Finland Private owned forests 16.11.2018

Benefits of Finland´s National Parks a total of 39 national parks 2,63 million visits in 2015 6 national hiking areas 12 wilderness areas

Roadmap of Tourism for 2015-2025 Achieving more together– growth and renewal in Finnish tourism – strategic projects Preparation of the strategic programme for tourism (TEM) Finland Stopover – making Finland a leading stopover country VF Finrelax® - turning Finland into a top country for wellbeing tourism (VF) Making the Finnish archipelago internationally known (VF) Making tourism services easy to find and buy digitally Creation of a demonstration project targeting at sustainable waterway tourism utilising bio echonomy, cleantech and digital technology (TEM)

Mission of Well-being Tourism Making Finland an internationally acknowledged destination for well-being tourism with services based on pure nature, sauna, exercise in nature, healthy food and (health) care know-how. 

Goals of the growth programme Launching a broad based, national development work. Building Finland into a leading destination of natural well-being in co-operation with SME-companies and key enterprises Creating an operating model and national network for well-being tourism Developing products and services for international travellers Creating a marketing network and mapping distribution channels Target markets: Germany, Russia and Japan

Thematic Focal Points of Well-being Tourism Finnish way of sauna bathing; habits and manners The comprehensive sauna experience (before and after) Sauna traditions Sauna and silence Special services: sauna yoga, peat sauna etc. Supplementary services (food, culture etc.) Exercise in the nature Pure water, air Well-being from the forest Silence Space Light, the polar night The seasons Safety Finnish sauna Pure nature Natural luxury and harmony Healthy food Local food Organic food Special diets The gifts of Finnish nature (berries, herbs etc.) Gathering food in the nature and preparing it • Traditional bonesetting • Kajava treatment, a traditional Finnish massage • Method Putkisto • Finnish cosmetics brands and tretatment products • Finnish equipment Finnish treatments Food

Challenges in developing nature-based tourism (NBT) Statistics and monitoring Delivering benefits of NBT to local communities (land owners). Synergies and conflicts with traditional and new rural land-uses (e.g. forestry, windpower, mining) Networking and marketing Product development 16.11.201816.11.201816.11.2018

Research in NBT Professorship in nature-based tourism 2003- Metla/Luke coordination within research in NBT tourism. -National research program Well-being from forests (2009- 2014) -Well-being from Nature -Roadmap for research (Luke 2016- 2017) Key actors in research: University of Eastern Finland (UEF, Centre for tourism studies) Institute for Tourism studies, ULapland (MTI, Rovaniemi) 16.11.2018

Well-being from forests research -program (Metla 2009-2014) Research themes Economic and social and health benefits of NBT and recreation Synergies/conflicts with rural land uses Demand and trends of NBT Preconditions for entrepreneurship. Co-operation with sectoral research institutes, universities and development organizations. 110 refereed publications and 220 other publications

New ways to develop and enhance nature-based tourism and recreation in Finland – (VirKein, 2016-2017) (i) Developing nature-based tourism and recreation (Luke and UEF) Current state of provision of nature-based tourism services, growth potential, consumer behavior changes, new business models and development of statistics. (ii) New models and incentives for producing ecosystems services (SYKE and Luke). New funding and production models for Ecosystem Services (PES) in water and forest areas. Funding Prime Minister's Office (TEM, YM, MMM) Time: 1.5. 2016 - 31.12. 2017 16.11.2018

Project team Luke: Liisa Tyrväinen (coordin.) Tuija Sievänen, Seija Tuulentie, Päivi Eskelinen, Jani Pellikka, Eija Pouta, Teppo Hujala. University of Eastern Finland (UEF, Centre for tourism studies): Anja Tuohino, Henna Konu, Juho Pesonen, Katja Pasanen. Finnish Environmental Research Institute (SYKE): Petteri Vihervaara, Olli Ojala, Kaisu Aapala, Virpi Lehtovaara. Methods and approaches: Synthesis reports from research literature, surveys, expert interviews, regional workshops (in co-operation with Metsähallitus, Parks and Wildlife). 16.11.2018

Steering group Nina Vesterinen, Min. of Economic Affairs and Employment, chair Hanna-Mari Kuhmonen, Min.of Economic Affairs and Employment Ossi Nurmi, Statistics Finland Katja Matveinen, Min. of Agriculture and Forestry Miliza Malmelin, Ministry of Environment Tuija Mikkonen, Ministry of Environment Mikko Kuusinen, Ministry of Environment Liisa Kajala, Metsähallitus, Parks & Wildlife Finland Kristiina Hietasaari, VisitFinland 16.11.2018

WP1 Well-being benefits of nature-based tourism and their monitoring Aims: To evaluate and develop existing statistics and databasis To summarize information of sectors’ economic effects and employment effects To summerize information of foresight, scenarios and trends To suggest a model to manage information, monitoring and assesment for the use of policy and governance for governmental administration Focus: actors within public sector: ministries officials, municipalities, regional authorities 16.11.2018

WP2: Sustainable business models and product development (UEF and Luke) Key themes: All-year round tourism Role of cultural landscapes for tourism development Sustainable tourism consumption (demand), products and services Sustainable business models Collaboration and co-creation: Web-based survey for entrepreneurs Four regional workshops (Nothern-Finland (Lapland), Lake-Land, Helsinki MPA and surroudings, Archipelago) Target groups: entrepreneurs, regional stakeholder across sectors.

TP 3: International demand and social media (UEF) Analysis of changes in consumer behaviour and trends in most potential international markets (Germany, Russia, China and Japan). How NBT in Finland is seen/appears in social media. Methods: Existing reports and studies VisitFinland’s and regional organizations’ key social media channels

SUSTAINABLE NBT BUSINESS MODELS Demand and social media Co-operation Operational activities Products and services Clients and markets Role of Cultural Landscapes in tourism sevices Potential for all-year round tourism Sustainable tourism choises and services

WP 4 and WP5: Market-based mechanisms for enhanced ecosystem services (SYKE and Luke) What type of models and approaches are usable in water and forested areas for enhanced environmental management. Example: Landscape and Recreation Value Trade in private forest areas. Lessons learned from previous projects (NEWFOREX (New Ways to Value and Market Forest Externalities) and PROVIDE-project, Horizon 2020) New funding models analysed (e.g. ecological compensation, habitat, banking, PES-models) Certificates, image benefits

Research Examples: Future studies of outdoor recreation Foresight studies include analyzing trends and scenarios based on outdoor recreation statistics; e.g. impacts of climate change on outdoor recreation Landauer, M., Sievänen, T. & Neuvonen, M. 2009. Adaptation of Finnish cross-country skiers to climate change. Fennia 187(2): 99-113. Pouta, E., Neuvonen, M. & Sievänen, T. 2009. Participation in cross-country skiing in Finland under climate change: Application of multiple hierarchy stratification perspective. Journal of Leisure Research 41(1): 91-108. Future research using qualititative methods Future tables and workhops; creation of alternative futures with experts working in fields related to NBT (e.g. land use planners, forestry managers, agencies of recreation services) Neuvonen et al. (in process) Future Perspectives on Outdoor Recreation 16.11.2018

Research in Lapland Second homes as part of tourist resorts in a project ”Homes beyond homes”,funded by the Academy of Finland, scientific leader C. Michael Hall, partners Luke, University of Eastern Finland and SYKE; 2011-2015 Northern lights tourism and adventure tourism studies, together with MTI, University of Lapland; funded by the Norwegian project ”WINTER: New turns in Arctic winter tourism: Adventuring, romanticising and exoticising, and demasculinising nature?”, leader Bente Heimtun 16.11.2018

AACA – Adaptation Actions for the Changing Arctic; Arctic Council/AMAP BuSK – Building Shared Knowledge Capital to support natural resource governance in the Northern periphery NPAP funded EU project operating in six northern European countries, led by Luke, Seija Tuulentie, 2016-2019 In relation to tourism the most important issues are 1) the crowding of tourism in certain areas with natural amenities, 2) the development of tourism in rural areas and 3) the use of protected areas in tourism and recreation with PPGIS as an important tool AACA – Adaptation Actions for the Changing Arctic; Arctic Council/AMAP Luke is responsible for the Finnish tourism part  main issue: How does nature-based tourism adapt to climate change in Barents region?; Finnish part of the project led by Monica Tennberg, Arctic Centre, University of Lapland, Luke’s part Seija Tuulentie joint challenges and joint opportunities that can best be overcome and realised by transnational cooperation. 16.11.2018

Customer involvement in new experiential tourism development: Evidence in wellbeing and nature tourism contexts (Henna Konu, UEF, PhD-study) Study discussed customer involvement and consumer service experience in the new service development process of experiential services. Three service development cases: 1. Developing a forest-based wellbeing tourism product together with customers – an ethnographic approach – Focusing on the nature experiences of Japanese tourists 2 Developing nature‑based tourism products with customers by utilizing the Delphi method – Examining the dream holidays (related to wellbeing and activities in nature) of Finnish tourists 3. Customer involvement in a new service development process: Developing the “Feelgood in Lapland” tourism offering- Information: http://epublications.uef.fi/pub/urn_isbn_978-952-61-2180-2/

Rural Finland -project (Duration 1.8.2015-31.12.2017) Karelia University of Applied Sciences and University of Eastern Finland (UEF) Coordination of rural tourism development in Finland. Increases co-operation and communication between rural tourism stakeholders. Collects and distributes information and best practices on rural tourism in Finland. Virtual Finland -project (Duration 1.1.2016-29.2.2019) Lahti University of Applied Sciences, Haaga-Helia University of Applied Sciences, Karelia University of Applied Sciences and UEF Aims to create a virtual digital service concept that connects the strengths and possibilities of Finnish nature both online and in the destination as an interesting digital experience. Develops international marketing of nature-based tourism in Finland Project uses virtual reality, gamification, internet of things and social media to create novel nature experiences, both online ( and offline). 16.11.2018

Thank you! Liisa.tyrvainen@luke.fi

Target Groups Modern humanists. Within this segment a special emphasis on cultural individualists and active families looking for new experiences +55-year-olds are a significant target group on all markets Asian tourists, the main target group of Visit Finland’s image marketing, are also an important target group in marketing well-being tourism. • The Asian tourist is interested in Finnish nature and there is a demand for nature-based well-being products. • The Japanese are more interested in holistic well-being than the Chinese.