Finland
Uusimaa region, Finland – Virtual Nature-Based Tourism Service
Liisa Tyrväinen
Research professor – Natural Resources Institute Finland
“Our work with Pilot 4 will involve several local stakeholders with whom we will explore the potential for advancing the virtual nature-based tourism (NBT) services in Uusimaa region, Finland. By novel way to implement immersive technologies, this pilot will create and test digital audio-visual NBT experiences, enabling sustainable tourism growth while reducing negative environmental and social impacts on-site”
Tuomas Kari
Research Scientist – Natural Resources Institute Finland
“Through research-based approach, we will develop and pilot virtual NBT services to enhance sustainability of tourism offerings. We will leverage our expertise on the benefits of nature environments for sustainable NBT business solutions with our VirtuLab research infrastructure at Luke to promote the goals of VERNE project together with other VERNE collaborators”.
Kelsey Johansen
Research Scientist – Natural Resources Institute Finland
“LUKE’s Virtual Nature Pilot co-designs emotionally resonant virtual tours with regional nature entrepreneurs and tourism stakeholders. Integrating narrative storytelling and multi-sensory design, these culturally grounded experiences deepen visitors’ connection to place while advancing sustainability goals. The approach creates a customizable circular solution that complements on-site tourism practices and adapts across diverse European contexts.”
Introduction
The Uusimaa region in Finland, home to 1.7 million inhabitants across 26 municipalities, is a hub for nature-based tourism (NBT), offering outdoor recreation, two national parks (Nuuksio and Sipoonkorpi), and a Baltic Sea archipelago. As NBT services continue to expand, there is a rising need to integrate sustainability, digitalization, and circular economy principles into the sector. The VERNE project in Uusimaa region aims to explore and develop virtual NBT services that can substitute, complement, or enhance traditional physical tourism offerings. By leveraging immersive technologies, this pilot will create audio-visual and digital NBT experiences, enabling sustainable tourism growth while reducing environmental and social impacts.
Circular Economy Solutions
The VERNE pilot in Uusimaa will implement virtual and sustainable tourism solutions through three main pillars:
Developing Virtual NBT Services & Experiences
- Designing and testing digital NBT products, including immersive virtual tours, interactive experiences, and remote nature engagement tools.
- Exploring virtual nature experiences that allow users to explore Finnish national parks, marine ecosystems, and outdoor activities without physical travel.
- Enhancing accessibility for diverse user groups, including people with limited mobility or those unable to travel.
Sustainability & Circular Economy in NBT
- Integrating sustainable practices in NBT businesses, reducing carbon and environmental footprints through virtual alternatives.
- Promoting circular economy principles by minimizing material consumption, reducing physical infrastructure dependency, and encouraging eco-friendly tourism practices.
- Supporting diversification of the bioeconomy sector, where NBT and outdoor recreation services provide 10% of jobs in Finland, by enhancing sustainable business models.
International Collaboration & Knowledge Exchange
- Strengthening cross-border collaboration in the development and adoption of virtual NBT solutions.
- Increasing awareness and understanding of digital tourism opportunities while fostering cooperation between tourism service providers, sustainability experts, and technology developers.
Stakeholders
The successful implementation of virtual NBT services requires cooperation among various regional and international stakeholders, including:
- Public Administrations & Municipalities
- Nature & Conservation Organizations
- Tourism Service Providers & Businesses
- Technology & Digital Innovation Partners
- Education & Research Institutions
- International Partners
Conclusion
The VERNE project in Uusimaa represents a pioneering step in integrating digitalization with nature-based tourism, providing sustainable and accessible alternatives to physical tourism. By developing virtual experiences, reducing environmental impacts, and promoting circular economy principles, the project aligns with global trends in sustainability and digital tourism innovation.
This pilot will serve as a blueprint for virtual NBT services, ensuring scalability and adaptability across Finland and beyond. All developed and tested solutions will be made available in the VERNE one-stop shop by the end of the project, allowing tourism businesses and stakeholders to adopt and implement digital sustainability practices in their own operations.