Visit Tampere awarded the Sustainable Travel Finland label

The STF label, developed by Visit Finland, is awarded to tourism companies and destinations that commit to the principles of sustainable tourism. The program provides a seven-step development path that helps organizations embed sustainability into their everyday operations. Earning the label requires, among other things, staff training, operational certification and measurement, and transparency in sustainability communications. STF unites various sustainability certificates and actions under a single, easily recognizable label, helping travelers understand and identify responsible destinations. It sends a strong international signal of a genuine and ongoing commitment to sustainability.

The STF destination label brings together sustainability frontrunners from both Tampere and its region. The companies and organizations involved in the STF program form a crucial network of regional cooperation and responsible tourism experiences – one that Visit Tampere actively develops and promotes in collaboration with partners across the region.

The label is a significant milestone in the city’s newly launched tourism strategy, where sustainability is positioned as both a core value and a competitive advantage. The achievement is the result of close cooperation with regional tourism operators.

Sustainability is an added value and better service for customers. According to Booking.com’s Sustainable Travel 2024 report, 75% of travelers want to make more sustainable choices, but many still find them difficult to identify. The STF label gives us a stronger foundation for developing more responsible visitor experiences.

“We want to make sustainable choices easier and more meaningful for our guests – for example, through green souvenirs or local services that leave a positive handprint. We’re building a future where travelers can make better choices and leave Tampere just a little better than they found it,” says Matti Pollari, Sustainability Project Manager at Visit Tampere.

To be awarded the STF destination label, a significant share of regional tourism businesses must participate in the STF program. Some have already completed the process, while others are currently on the path. The goal is for the entire tourism ecosystem to operate responsibly in practice – through resource efficiency, sustainable procurement, stakeholder engagement, and support for responsible visitor behavior.

“The STF label is, above all, a recognition of the dedicated sustainability work done by our pioneering tourism businesses. Without their long-term commitment and willingness to evolve, this achievement would not have been possible. We can proudly say that Tampere is well on its way to becoming a truly sustainable destination,” says Jari Ahjoharju, CEO of Visit Tampere.

Tampere’s tourism development is guided by the Tourism Strategy 2025–2030, published in March 2025. The new strategy emphasizes experiences, accessibility, environmental respect, and international appeal. The STF label further strengthens the city’s reputation as a responsible and attractive destination, both in Finland and internationally.

Tampere has taken a consistent and impactful approach to sustainable tourism. The Sustainable Travel Finland label recognizes the city’s commitment to both the principles and the practical implementation of sustainability. What’s especially impressive is how Tampere has integrated its strengths – sauna culture and lakeside nature – into sustainable service development, while also advancing low-carbon and accessible transport solutions in the region,” says Liisa Kokkarinen, Sustainable Tourism Specialist at Visit Finland.