Spirit of Inari 2024 - The Future of Regenerative Tourism

Spirit of Inari 2024 tourism seminar was held in Sajos, Inari, on October 31, 2024. There were over 180 participants in the event.

Interesting presentations on sustainable and regenerative tourism were presented throughout the day.  The Mayor Tommi Kasurinen of Inari Municipality emphasized, in his speech, the importance of tourism's regional economic impact as well as the significance of its social acceptability. Tina O'Dwyer's keynote addressed the new framework for tourism, where love for the place is the foundation of all planning and actions. The core idea of regenerative tourism is that tourism should primarily benefit the place itself, preserving its unique culture and environment for future generations while contributing to the well-being of the local community. 

Ria-Maria Adams described the role of social media in shaping travelers' expectations toward Arctic destinations. Kelsey Johansen shared the Canadian approach to community-based tourism models. Hanna Kouri presented the current status of the northernmost Lapland region from the perspective of regenerative tourism. Magnus Maeland discussed the opportunities for cooperation between Finland and Norway in the development of tourism and other industries across the borders. Annu Huotari, appointed as Visit Finland's sustainability ambassador at the end of 2023, shared the story of her family business, Hawkhill, and provided concrete examples of how sustainability is integrated into the daily operations of the company.

In a panel discussion, local stakeholders explored how the perspective of regenerative tourism could support local tourism in a way that would make the region’s tourism sustainable and regenerative in every aspect. The panel discussion was moderated by Hanna Kouri from Lapland North Destinations Oy. Panelists included Henna Kontsas from the Inari Municipality’s Business and Development Services, Venla Karkola from Metsähallitus, entrepreneurs Jouko Lappalainen (Wilderness Hotels & Safaris), Virpi Jääskö (TAVEÄMMI), and Elias Pikkujämsä (Evergreen Capital), as well as Pirita Näkkäläjärvi from the Sámi Parliament. The panelists discussed concrete actions that their respective communities could take together or individually to achieve the goal.

Petri Saastamoinen, Chair of the Inari Municipality's Vitality Committee, concluded the seminar by stating that a shared sustainable future for tourism requires ongoing dialogue between different stakeholders and a commonly shared vision of where we are headed.

Program 

The presentations are linked here:

Opening & Kasurinen

O´Dwyer

Adams

Johansen

Kouri

Maeland

Huotari

Paneelikeskustelu

Loppuyhteenveto

The seminar was arranged by Business and Development Services of Inari Municipality in co-operation with Lapland North Destinations. More info: yrityspalvelut@inari.fi and marianne.maki@inari.fi