Bothnian Coastal Route project’s webinars about regenerative tourism

Welcome to regenerative tourism webinars!

Learn what regenerative tourism is – and how your business can become part of this forward-thinking approach.

“Regeneration is a process of learning from nature and together with others. Learning and experiencing leads to a new way of thinking and acting.” These are the words of Anu Nylund, a forerunner of regenerative tourism in Finland, and one of the leading voices in the Nordics promoting a deeper, more impactful way of working with sustainability in tourism.

Regenerative tourism goes beyond sustainability. It’s not only about minimising negative impacts – it’s about leaving places, people and ecosystems better than we found them. It’s about reconnecting with the local, designing services with nature and culture in mind, and creating long-term value for all.

These webinars are part of our Bothnian Coastal Route sustainability work, offering tourism companies the chance to explore what regenerative tourism means – and how your business can be part of it.

We invite you to join two inspiring webinars led by our sustainability partner Mood of Finland and its founder Anu Nylund.

Mood of Finland offers education and tourism services in a creative, inspiring and responsible way. The company is owned by Anu Nylund, who has over 25 years of experience in the tourism industry in both Finland and Spain. In recent years, Anu has connected with international influencers and researchers in the regenerative movement and is now one of the most recognised names in regenerative tourism in Finland.

Mood of Finland has joined an international community to deepen its knowledge, including cooperation with Turismo Regenerativo (Chile), and is currently designing new services based on regenerative principles.

“I want to promote regenerative tourism according to its correct definition. Concerns have already arisen in international networks that the definition is being misused without a comprehensive understanding.”
– Anu Nylund

Webinar 1

26 August, 9:00–11:30 CET / 10:00–12:30 EETWhat is Regenerative Travel?In this webinar, you will learn about the background to regenerative thinking, including critical points in tourism and the redefinition of tourism from a regenerative perspective. You will also hear how regenerative thinking is based on the idea of increasing holistic well-being, with examples from both nature and urban environments. At the end of the webinar, you will take part in a small group discussion based on the theme.

Last registration: 24 August, 16:00 CET / 17:00 EET Register here

Webinar 2

9 September, 9:00–11:30 CET / 10:00–12:30 EETHow to Implement Regenerative Travel in a Tourism CompanyThis session begins with a short summary of the first webinar. You’ll then be introduced to tools and methods for implementing regenerative tourism and learn about the sense of place and regenerative service design. We’ll explore examples from companies in Sweden, Finland and beyond. Finally, participants will work in small groups on a productisation exercise for a regenerative tourism service and discover the business opportunities in this approach.

Last registration: 7 September, 16:00 CET / 17:00 EET Register here

The webinars will be recorded. Recordings and materials will be sent to all registered participants after the sessions.
Teams links will be provided one day before each webinar.

If you have any questions or feedback, please contact your local destination!

Erja Back, Visit Umeå
Destination: Umeå region
+46 (0)70 647 62 78
erja.back@visitumea.se

Bo Wikström, Visit Skellefteå
Destination: Skellefteå
+46 (0)70 597 7331
bo.wikstrom@visitskelleftea.se

Karin Åberg, Luleå Municipality
Destinations: Luleå, Piteå, Kalix, Haparanda
+46 (0)70 288 26 90
karin.aberg@lulea.se

Sari Kasvi, BusinessOulu
Destinations: Oulu, Raahe, Liminka,
Kempele, Hailuoto, Ii, Kemi, Tornio
+358 (0)40 724 9419
sari.kasvi@businessoulu.com

Jaana Sirkiä, City of Kalajoki
Destination: Kalajoki
+358 (0) 40 359 14 57
jaana.sirkia@kalajoki.fi

Peter Källberg, Vaasa Region Development Company VASEK
Destinations: Vaasa, Pietarsaari, Kokkola
+358 (0)40 844 2058
peter.kallberg@vasek.fi