Full Video: How Finland and Italy Are Embedding Responsible Travel Into Tourism Strategies

Key Points

• Finland and Italy are prioritizing responsible travel and sustainability in their long-term tourism strategies.
• Both countries have adapted to geopolitical changes by shifting focus to U.S. travelers and redefining success with new sustainability metrics.
• Tourism leaders emphasize moving beyond buzzwords to meaningful action, leveraging technology and addressing evolving traveler motivations.

Summary

At the Skift Transatlantic Summit, tourism leaders from Finland and Italy discussed how their countries are embedding responsible travel into national tourism strategies. Both nations are focusing on sustainability as a core value, adapting to geopolitical shifts like the loss of Russian visitors by targeting U.S. travelers, and recognizing the changing motivations of younger tourists. Leaders highlighted the importance of meaningful action over buzzwords, the role of technology in achieving sustainability goals, and the need for new metrics to evaluate success in tourism.