The Nordics set the benchmark for low-impact, nature-based tourism, deeply informed by high environmental standards, carbon-smart infrastructure, and respect for Indigenous cultures. However, even here, challenges persist – seasonal overtourism in fragile Arctic zones, cruise tourism testing coastal resilience, climate pressures on local ecosystems, and the need for stronger resilience and community stewardship.
In response, the region is embracing credible, standards-based approaches. Finland has
aligned its national sustainability program with GSTC, while leading operator Aurinkomatkat Suntours has
joined as a member. In Sweden, national and regional actors, including Swedish Lapland and Västerbotten, are
integrating GSTC Standards into destination planning. Iceland is also advancing, with its tourist board
joining GSTC and destinations like the Snæfellsnes Peninsula
applying GSTC-aligned frameworks.
For cruise lines, tour operators, and hotels operating in this high-expectation region, GSTC Certification offers a clear way to demonstrate accountability, align with destination priorities, and build trust with regulators and travelers alike. Originally from Iceland and now based in Copenhagen, UCSL’s GSTC Auditor for the Nordics,
María Ester Guðjónsdóttir is bringing a grounded, regional perspective to every certification she leads.
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