On 23 April 2026, the Tourism Parliament of Southwest Finland gathered tourism operators, developers and experts from the region in the unique archipelago environment of Seil to examine the rapid transformation of the industry. The key message of the day was clear: the future of tourism is built on authenticity, impact, internationality, local acceptance and controlled growth in visitor numbers.
The event was opened by the city of Parainen and the archipelago, who emphasised the importance of the place as a basis for tourism. The archipelago sea, nature and cultural heritage are not just attractions, but a prerequisite for the vitality of tourism as a whole. Without a thriving environment, there will be no sustainable tourism – and no acceptance by locals.
The history of the rope and the concept of the Island of Elf showed how cultural heritage, nature and imagination can be combined to create a responsible, year-round tourism product. Authenticity combined with a touch of mysticism and legend is a great selling point!
International growth in Finland – but in a controlled way
In Visit Finland’s greeting, sustainable tourism expert Liisa Kokkarinen placed the development of Southwest Finland in a broader national and European context. Finnish tourism is currently growing faster than in Europe, especially driven by international tourists. At the same time, Kokkarinen pointed out that the focus of growth is shifting towards spending, value creation and longer stays – rather than masses.
The European Union’s tourism strategy under preparation emphasises managed growth, the prevention of congestion and the green and digital twin-transition. Kokkarinen summed up the message: “The future of tourism is not built on volume but on meaning.” The acceptance of local residents, a genuine experience and support for regional well-being are critical success factors also in Southwest Finland.
Regenerative tourism strengthened in the archipelago
The contributions on regenerative tourism stressed the need for a change in mindset. It is not enough for tourism to minimise harm; it must actively enhance the natural values of the destination, communities and the local economy. Representatives from Yrkeshögskolan Novia, such as James Simpson, described how place-based tourism, close cooperation between entrepreneurs, residents and landowners, and education are prerequisites for truly regenerative tourism.
In particular, the Archipelago Sea region was seen as an example where regenerative thinking is both a necessity and an opportunity. Sustainability can start with practical actions – for example, food, extending seasons and boldly productising local stories.
Artificial intelligence supports season extension – but it’s the paternalism that counts
The role of AI in tourism was examined in a realistic and practical way. Project Manager Janina Selin presented how AI can be used to smooth out seasonal fluctuations, packaging and make everyday life easier for entrepreneurs. AI can save time, identify latent demand and help productise quiet, local and year-round experiences.
However, business professor Juho Pesonen’s review of the development of tourism and technology highlighted one basic point: technology alone does not solve anything. “Artificial intelligence is the compass, but human patience is the journey,” summed up the discussion. Businesses need to know how to use digital tools, but at the same time foster encounters, storytelling and trust.
Genuine experience and bold collaboration at the heart of sustainable growth
Towards the end of the day, the focus turned to concrete examples of sustainable growth. Juhamatti Konttaniemi, Ylitornio’s business advisor, presented the development of tourism in the Tornionjokilaakso valley.
The lessons of the Tornion River Valley showed that even small places can become attractive when storytelling, local culture and business cooperation work. Key lessons included the courage to experiment, new specialities, looking after entrepreneurs and the importance of cooperation with tour operators. Marketing, and especially contacts with international tour operators, is still of great importance at international fairs – face to face meetings are needed to build trust.
The role of a municipality or city in the development of a tourist destination is above all a strategic choice. The public sector has significant levers to promote tourism and enable investment, for example by acquiring key land and guiding its planning. Carefully prepared and pre-zoned sites are often a decisive factor for new tourism investment.
At the same time, the Tourism Parliament of Southwest Finland showed that there is a growing common vision of direction in the region: tourism growth will continue to be built on meaning, place and people – in a cooperative and controlled way.
