Tourism’s Future in Focus: From Growth in Volume to Growth in Meaning

Held in the unique island environment of Seili, with its fragile nature and unique cultural heritage, the event highlighted the strong link between place identity, environmental wellbeing and the long‑term viability of tourism. Speakers emphasised that nature, culture and the Archipelago Sea are not just attractions, but prerequisites for tourism’s future in the region. Without thriving ecosystems and local support, tourism cannot succeed.

Managed growth instead of mass tourism
A central message of the day was that tourism growth should be measured by value, impact and quality, rather than visitor numbers alone. In a national and European context, attention is increasingly shifting towards longer stays, higher value creation and distribution of tourist flows. This aligns with broader EU‑level discussions on sustainable and managed tourism development. This was laid out by Visit Finland’s head of sustainability Liisa Kokkarinen.

The importance of local acceptance was repeatedly highlighted. Tourism that respects residents, strengthens regional wellbeing and is rooted in local culture is more resilient and better positioned for the future. Authentic experiences and strong stories connected to place were presented as key competitive advantages for Southwest Finland.

Regenerative tourism as a next step
Following on from the strong tourism demand growth presented by Visit Finland, RegenT presented a session on regenerative tourism, underlining the need for a deeper shift in mindset. Rather than only minimising negative impacts, tourism should actively contribute to the regeneration of nature, communities and local economies. Place‑based development, collaboration between entrepreneurs, local residents and landowners, and public authorities were identified as essential building blocks for this transition.

The Archipelago Sea region was highlighted as an area where regenerative thinking is both a necessity and an opportunity, given its sensitive environment and strong cultural heritage. Practical actions such as local food systems, extending tourism seasons and strategic support from public authorities were presented as ways to embed sustainability and regeneration into everyday tourism development.

“The main thing that stuck in my mind was the insight about the development of places (not tourist destinations), where both residents and tourists are at the center” said a representative of The Economic Development Centre of Southwest Finland

Combatting tourism seasonality was presented by Light in the Dark, a second Interreg BSR project and participating project in RegenT.

The relevance of the themes discussed reached a wider audience through coverage by YLE, Finland’s national public broadcaster.

Looking ahead
The Tourism Parliament of Southwest Finland demonstrated that the future of tourism lies in purposeful, place‑based and managed development. As tourism continues to evolve, the discussions in the Archipelago Sea remind us that long‑term success depends on strong multistakeholder governance, responsibility and the ability to create positive impacts for both people and nature.

🔗 The Regional Council of Southwest Finland article: https://varsinais-suomi.fi/en/the-evolution-of-tourism-is-accelerating-growth-from-relevance-and-managed-growth
🎧 YLE coverage: https://yle.fi/a/7-1009758

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