Lakeland takes top prize for wellbeing travel

A diverse, competent group of operators from three different regions took the top spot in the Wellbeing EDEN in Finland 2019 competition. The network, Western Lakeland – Sustainable Blue and Green Caring at the Heart of Lakeland, convinced the jury with their consolidated efforts, said a government press release.

Honourable mentions were given to Step into Naantali Archipelago and Slow Down your Pulse, Wellbeing Karelia and Sauna Tour Kuusamo-Lapland. Jari Gustafsson, Permanent Secretary of the Ministry of Economic Affairs and Employment, presented the awards in a seminar organised by the Ministry and Visit Finland in Helsinki on 29 November. The candidates were reviewed by a jury of wellbeing and travel experts.

The national competition saw entries from 17 wellbeing travel networks from various parts of Finland. The candidates included networks from Northern Lapland, the heartlands of Eastern Finland, the archipelagos of Southern Finland as well as regions in Pirkanmaa and Ostrobothnia. The selection was limited to networks of at least four organisations that provide travel and wellbeing services and experiences based on Finland’s unique strengths and the tenets of sustainable growth.

“The global surge in demand for wellbeing services allows us to attract new demographics to Finland throughout the year. Finland’s prominence in the EDEN network also supports our goal of increasing the number of overnight stays by visitors as well as our travel export efforts”, says Permanent Secretary Jari Gustafsson.

“The importance of sustainable and responsible travel is a constantly expanding topic. Social and cultural as well as ecological sustainability have been the cornerstones of the European EDEN network for more than a decade. Now these factors are starting to sway traveller choices more and more. In fact, many of the companies awarded today have been local pioneers in promoting sustainable travel. We are doing our part by piloting the Sustainable Travel Finland program – among other things”, explains Paavo Virkkunen, head of Visit Finland.

Wellbeing EDEN in Finland was organised by the Ministry of Economic Affairs and Employment and Business Finland’s Visit Finland unit. The national effort was part of the European Commission’s annual European Destinations of Excellence competition, which dates back to 2007. Finland has previously entered the competition three times: in 2008 for intangible cultural heritage in travel, in 2010 with a waterway-themed entry and in 2017, which was the year for upcoming cultural destinations.

The winners from the national events will be awarded in Brussels next spring. The EDEN competition is all about bolstering co-operation. On top of exposure, the winning destinations will receive a spot in the EDEN network, a channel for marketing and networking.