Watch Heidi’s keynote from the video, starting at 54:00.
On November 24, 2022, Adventure Apes participated in Sustainable Future – Towards 2035, a national seminar hosted by Visit Finland in Kristiinankaupunki. The event brought together tourism professionals, researchers, and policymakers to explore how Finland can lead the way toward climate-neutral and socially responsible tourism by 2035.
Kristiinankaupunki, Finland’s second destination to earn the Sustainable Travel Finland (STF) label, served as a fitting venue for the discussion. The seminar addressed key questions: How can sustainability become a competitive advantage? What role does tourism play in Finland’s climate goals? And how can communication support responsibility work?
Adventure Apes’ founder Heidi Savolainen contributed to the program with a presentation titled “Sustainability as a Selling Point – A Small Entrepreneur’s Perspective.” Drawing from her experience in rural tourism development, she highlighted how small businesses can integrate sustainability into their core offering — not just as a value statement, but as a strategic asset.
“Sustainability isn’t just about doing less harm — it’s about creating more value for everyone involved,” Savolainen emphasized.
Adventure Apes continues to advocate for community-based, inclusive, and regenerative tourism, especially in rural areas where small operators play a vital role in shaping meaningful visitor experiences.
