Our core value


Bothnian Coastal Route: Strengthening the knowledge and preconditions for sustainable tourism development

The Bothnian Coastal Route project commits to climate change measures and promotes sustainable tourism in Finland and Sweden.

The project focuses on and actively contributes to sustainability aligning with the Interreg Aurora Programme’s objective of promoting social, ecological, and economic sustainable development.

In an Interreg Aurora workshop focused on the UN Sustainable Development Goals (SDGs), we developed our sustainability template and identified specific goals that will be integrated into our work throughout the project.

Our primary goals are Responsible Consumption and Production and Climate Action. Focusing on these goals, we aim to inspire companies to initiate and continue their sustainability initiatives.




Västerbotten Experience label

Visit Skellefteå/Visit Umeå, being a member of Global Sustainable Tourism Council (GSTC), conduct a sustainability audit of their members according to the GSTC Criteria in order to strengthen the destinations, while supporting members in their sustainability work. Members can receive the Västerbotten Experience label – the seal for sustainable natural and cultural experiences in Västerbotten.

Sustainable Travel Finland programme

Sustainable Travel Finland (STF) programme, developed by Visit Finland, helps travel professionals to make more sustainable choices when creating travel itineraries to Finland. The programme is designed for tourism companies and destinations in Finland to systematically adapt sustainable practices. Companies and destinations that undergo the entire programme are recognized with the Sustainable Travel Finland label. The label is a definitive symbol of commitment towards sustainable practices and principles.

In our Bothnian Coastal Route area we have 17 companies that have Sustainable Travel Finland label and more companies are working towards STF.