Title – Name
Wild Taiga Association
Scope / Sector / Industry
Ecotourism
Country / Region
Finland, Kuhmo and Suomussalmi
Why is it good practice?
Wild Taiga is a good practice network as it is based on the cooperation of small local businesses and promotes sustainable tourism development and the strengthening of the local economy. Through joint promotion, participation in international markets and the creation of collaborative thematic packages of tourism experiences, members gain greater visibility and competitiveness, creating a resilient tourism ecosystem.
How is it applied?
The Wild Taiga association was established in 2004 in northeastern Finland, in the Kuhmo and Suomussalmi regions, in response to the need to strengthen the local economy and highlight the unique natural and cultural heritage of the region. Its creation arose from the need for small tourism businesses to join forces to gain greater visibility, diversify the tourism product and meet the demands of the international market. Through cooperation and coordination, the association aimed to provide authentic, sustainable experiences, based on nature, culture and local hospitality.
In fact, the Wild Taiga Association takes the form of a collaborative business network (cluster), in which small and medium-sized tourism businesses, local producers and cultural institutions from the aforementioned regions participate. Its operation is based on collective organization and coordination through a central office, which undertakes the promotion, development of common products and representation of members at national and international level. The network does not operate as a for-profit company, but as a framework for cooperation for the promotion of sustainable and quality tourism.
In this context, through its official website it promotes a wide range of activities-services of its members, which highlight the natural beauty and cultural wealth of the region, offering authentic experiences throughout the year to visitors to the region. Activities such as wildlife observation (bears, wolves, birds, etc.), hiking in protected areas, canoeing and boating on lakes and rivers, winter excursions with sleds, skiing, as well as participation in cultural festivals and local events are indicative. At the same time, emphasis is placed on gastronomy with local products and hospitality in small family units, offering a tourism experience that respects nature and local culture.
Membership in the Wild Taiga association offers significant benefits to participating businesses and organizations. The following are indicative:
Joint promotion and marketing
The association promotes the services of its members through the official website wildtaiga.fi, as well as through its participation in international tourism exhibitions and collaborations with tour operators. At the same time, the opportunity to participate in thematic tourist packages is offered, which enhance the attractiveness and diversification of the experiences offered.
Education and support
The association offers training and education to its members through seminars and workshops, as well as support on issues of service quality, sustainability and accessibility. In this context, the use of certifications such as “Green Key” and “Sustainable Travel Finland” is promoted.
Supporting the local economy
Wild Taiga is based on the philosophy of strengthening the local economy, giving priority to cooperation with small producers and local businesses, deliberately avoiding supporting large tourism monopolies.
Creation of combined experience packages
Wild Taiga members collaborate to create integrated experience packages, combining activities such as nature stays, culinary delights and thematic tours. The coordination of these packages is done by the Wild Taiga central office, ensuring the coherence and quality of the final tourism product.
From the above, it is clear that the members of the Wild Taiga association benefit from the international visibility offered by the strong identity of the region, gain access to new networks and markets, strengthen synergies between them and have the opportunity to exchange good practices in the field of sustainable tourism. In addition, they participate jointly in European programs.
For the inclusion of a business or organization in the Wild Taiga association, compliance with specific qualitative, collaborative and sustainable criteria is required, in order to ensure the coherence and quality of the region’s tourism product. The prerequisites for membership are the following:
Locality
The business or organization must operate within the network area and offer experiences, services or products related to nature, culture or the local community.
Sustainability and responsible tourism
Members must promote fundamental principles such as environmental protection, the promotion of local products and the limitation of crowds.
Quality of services
The member business must meet minimum quality standards of hospitality (safety, cleanliness, professionalism) and support the continuous training and development of its staff through seminars and workshops implemented by the network itself.
Cooperative attitude
Joining the association requires a willingness to cooperate with other members (e.g. creating joint tourist packages, sharing experiences, etc.). The purpose of participation in Wild Taiga is to strengthen the community approach and not individual competition.
Participation in joint promotional actions
Members must participate in joint promotional actions of the association (website, exhibitions, events, etc.).
Promotion of authentic experiences
The business must offer products or experiences with authenticity – that is, something local, traditional or deeply connected to the nature of the area and tourist products that are not related to the local identity are avoided.
A subscription is required for the inclusion of a new member in the Wild Taiga association, which contributes to the common income intended for the promotion of all its members. In addition, the association is funded by the Municipalities of Kuhmo and Suomussalmi, and has also benefited from European support programs. The total income is strategically utilized for the development of digital tools, strengthening international visibility and participating in actions that strengthen the position of members in the tourism markets.
Where is it applied?
The Wild Taiga association is primarily addressed to visitors interested in authentic, sustainable and alternative tourism experiences in nature, with an emphasis on ecotourism. It also targets small and medium-sized businesses and local organizations active in the tourism and hospitality sector in the Kuhmo and Suomussalmi regions of Finland.
When did it applied?
The Wild Taiga association was established in 2004.
Results
The Wild Taiga association has been internationally recognized for its successful promotion of sustainable and alternative tourism in northeastern Finland. Although there are no published statistics, its success is evidenced by numerous awards and continuous recognition at national and European level. The following awards are indicative:
- European Destinations of Excellence (EDEN): Awarded in 2008 for excellence in sustainable tourism.
- Scandinavian Travel Award 2008: Included in the top 10 companies in the “Erfolg” series.
- Finnish Champion 2011: Award for travel marketing from the Association of Finnish Local and Regional Authorities.
- Chinese Tourist Welcome Awards 2015: Second place in the marketing category.
- EDEN Innovation Prize 2016: Second prize for innovation in tourism.
- European Best Destinations 2017: Included in the top 15 European destinations.
- EDEN Innovation Prize 2019: Award for the promotion of LGBT tourism with the “Rainbow Winter Week” package.
- World Travel Awards 2022 & 2023: Nomination for the European Responsible Tourism Award. Furthermore, the success of the association is also demonstrated by the gradual increase in its members, which, from 50 businesses in 2008, reached 413 members in 2024.
Other information
The official website of the Wild Taiga association is: https://wildtaiga.fi/
