Title - Name
Wild Taiga Association
Scope / Sector / Industry
Ecotourism
Country / Region
Finland, Kuhmo and Suomussalmi
Why is it good practice?
Wild Taiga is a best-practice network, as it is based on cooperation between 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 themed tourism packages, members gain greater visibility and competitiveness, thereby creating a resilient tourism ecosystem.
How is it applied?
The Wild Taiga association was established in 2004 in north-eastern Finland, in the Kuhmo and Suomussalmi regions, in response to the need to strengthen the local economy and highlight the region’s unique natural and cultural heritage. Its creation stemmed from the need for small tourism businesses to join forces in order to gain greater visibility, diversify the tourism offering 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. It operates on the basis of collective organisation and coordination through a central office, which is responsible for promotion, the development of joint products and the representation of members at national and international level. The network does not operate as a for-profit organisation, but as a framework for cooperation aimed at promoting sustainable, high-quality tourism.
In this context, through its official website, it promotes a wide range of activities and services offered by its members, which showcase the region’s natural beauty and cultural heritage, offering authentic experiences to visitors throughout the year. Activities such as wildlife watching (bears, wolves, birds, etc.), hiking in protected areas, canoeing and boating on lakes and rivers, winter excursions by sledge, skiing, as well as participation in cultural festivals and local events are just some examples. At the same time, emphasis is placed on gastronomy featuring local produce and hospitality in small family-run establishments, offering a tourism experience that respects nature and local culture.
Membership of the Wild Taiga association offers significant benefits to participating businesses and organisations. The following are examples:
Joint promotion and marketing
The association promotes its members’ services via the official website, wildtaiga.fi, as well as through its participation in international tourism exhibitions and collaborations with tour operators. At the same time, it offers the opportunity to take part in themed tourist packages, which enhance the appeal and variety of the experiences on offer.
Education and support
The association provides training and education to its members through seminars and workshops, as well as support on issues relating to service quality, sustainability and accessibility. In this context, it encourages the use of certifications such as “Green Key” and “Sustainable Travel Finland”.
Supporting the local economy
Wild Taiga is based on the philosophy of strengthening the local economy, prioritising cooperation with small producers and local businesses, and deliberately avoiding support for large tourism monopolies.
Creation of combined experience packages
Wild Taiga members work together to create integrated experience packages, combining activities such as nature stays, culinary delights and themed tours. These packages are coordinated by Wild Taiga’s head office, which ensures the consistency and quality of the final tourism product.
It is clear from the above that the members of the Wild Taiga association benefit from the international visibility afforded by the region’s strong identity, gain access to new networks and markets, strengthen synergies amongst themselves, and have the opportunity to exchange best practice in the field of sustainable tourism. In addition, they participate jointly in European programmes.
For a business or organisation to be included in the Wild Taiga association, it must meet specific qualitative, collaborative and sustainable criteria, in order to ensure the consistency and quality of the region’s tourism offering. The requirements for membership are as follows:
Locality
The business or organisation 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 uphold fundamental principles such as environmental protection, the promotion of local products and the management of large crowds.
Quality of services
The member business must meet minimum quality standards in the hospitality sector (safety, cleanliness, professionalism) and support the ongoing training and development of its staff through seminars and workshops organised by the network itself.
Cooperative attitude
Joining the association requires a willingness to cooperate with other members (e.g. by creating joint tourist packages, sharing experiences, etc.). The aim of participating in Wild Taiga is to strengthen the community spirit rather than encourage individual competition.
Participation in joint promotional activities
Members must take part in the association’s joint promotional activities (website, exhibitions, events, etc.).
Promotion of authentic experiences
The business must offer authentic products or experiences – that is, something local, traditional or deeply rooted in the character of the area; tourist products that are not linked to the local identity are avoided.
A subscription is required for a new member to join the Wild Taiga association; this subscription contributes to the association’s collective income, which is used to promote the interests of all its members. In addition, the association receives funding from the municipalities of Kuhmo and Suomussalmi, and has also benefited from European support programmes. The total income is strategically used to develop digital tools, enhance international visibility and participate in initiatives that strengthen members’ position in the tourism markets.
Where is it applied?
The Wild Taiga association is primarily aimed at visitors interested in authentic, sustainable and alternative tourism experiences in the natural environment, with a focus on ecotourism. It also targets small and medium-sized enterprises and local organisations active in the tourism and hospitality sector in the Kuhmo and Suomussalmi regions of Finland.
When did it apply?
The Wild Taiga Association was founded in 2004.
Results
The Wild Taiga association has gained international recognition for its successful promotion of sustainable and alternative tourism in north-eastern Finland. Although no statistics have been published, its success is evidenced by numerous awards and ongoing 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: Ranked amongst 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: Ranked amongst the top 15 European destinations.
- EDEN Innovation Prize 2019: Award for the promotion of LGBT tourism through the “Rainbow Winter Week” package.
- World Travel Awards 2022 & 2023: Nomination for the European Responsible Tourism Award. Furthermore, the association’s success is also demonstrated by the gradual increase in its membership, which rose from 50 businesses in 2008 to 413 members in 2024.
Other information
The official website of the Wild Taiga association is: https://wildtaiga.fi/