On October 9, 2023, Adventure Apes took part in the Sustainable Tourism Seminar for Industry and Education in Ähtäri, Finland. The event was organized by Visit Finland and Haaga-Helia University of Applied Sciences, in collaboration with Ähtäri Zoo and Hotel Mesikämmen. It brought together tourism professionals, educators, and students to explore how sustainability can be embedded in tourism business models, education, and destination development.
Adventure Apes CEO Heidi Savolainen had the honour of delivering a keynote, offering a small entrepreneur’s perspective on sustainable and regenerative tourism. Her talk emphasized the need for long-term thinking, local relevance, and inclusive practices — especially in rural regions where small operators play a key role in shaping visitor experiences.
In addition to her keynote, Savolainen joined a panel discussion on the role of the Sustainable Travel Finland (STF) label in sales and branding. The panel explored how STF can help businesses and destinations communicate their values, build trust with visitors, and stand out in a competitive market.
The seminar also featured case studies from STF-certified destinations, insights into sustainable tourism education, and discussions on how to align tourism with Finland’s broader sustainability goals. The event was part of Visit Finland’s ongoing work to support the tourism sector’s transition toward a more resilient, inclusive, and climate-smart future.
Adventure Apes was proud to contribute to this national dialogue and continues to advocate for tourism models that are community-driven, inclusive, and future-oriented.
