When guests see a small green STF marker next to a Finnish travel company, they often ask us what it actually means. It is a fair question: labels are everywhere, and not all of them ask much of the business that carries them. The Sustainable Travel Finland label is different in one important way – it is a development path run by Visit Finland, not a badge you can simply buy.
Our Kuoksa Wilderness Park went through that path and was awarded the Sustainable Travel Finland certification for 2025. Below we explain what the programme is, what it requires, and – just as honestly – what it does not tell you, using Visit Finland’s own descriptions.
In short: the Sustainable Travel Finland (STF) label is awarded by Visit Finland to travel companies and destinations in Finland that complete a seven-step sustainability development path. That path includes a third-party audited sustainability certificate, training, transparent communication, annual sustainability indicators and a development plan. Applications opened on 1 June 2020 and the label is renewed approximately every two years (Visit Finland).
At a glance
- From: 159 €
- Experience type: Reindeer tour
- Duration: 3 hours
- Difficulty: Very easy
- Book in Advance: Cut off: 12 hours before start time
- Included: 2-3 km reindeer safari in the forest of Lapland; Information about the life of reindeer, reindeer farm and reindeer herding in general; A Tour Guide in English (other languages available on request: (Spanish, Portuguese, French, Italian, German & Finnish. PLEASE NOTE LIMITED AVAILABILITY FOR OTHER LANGUAGES) If another language is required. Please send us an email or WhatsApp after booking.); Winter clothing (Adult & Child size), overalls, boots, gloves, socks; Cookies and juice; Photos taken with your own device; Pick-ups are included in the price within a 10 km radius of Rovaniemi city centre; Between 1 December and 10 January, drop-offs are included only to selected locations: Postmaster Hotel, Rovaniemi City Centre, Ollerovaara area and Santa Claus Village; Air conditioned car
- Cancellation: Free cancellation 24 hours before the activity. We will charge a cancellation fee of 100% if booking is cancelled less than 24 hours before the activity.
- Accessibility: Not wheelchair accessible; Not stroller accessible
StayLapland · From 159 €
3 hours · Very easy · Cut off: 12 hours before start time
#bokun_75bc5c3c_6d3b_6b6e_de16_9863698e1975 { display: inline-block; padding: 10px 20px; background: #408C3D; border-radius: 5px; box-shadow: none; font-weight: 600; font-size: 16px; text-decoration: none; text-align: center; color: #FFFFFF; border:none; cursor: pointer; transition: background .2s ease; } #bokun_75bc5c3c_6d3b_6b6e_de16_9863698e1975:hover{ background: #285726; } #bokun_75bc5c3c_6d3b_6b6e_de16_9863698e1975:active{ background: #30682e; }Who runs the Sustainable Travel Finland programme
Sustainable Travel Finland is developed and run by Visit Finland. According to Visit Finland, the programme is suitable for all travel companies and regions located in Finland, and it became possible to apply for the label on 1 June 2020. Companies register on a digital platform called the STF Hub.
The idea behind it is simple: rather than inventing a new certificate, the programme pulls together existing international certification, training and reporting into one path, and then gives travellers a single, recognisable marker. On Visit Finland’s consumer website, labelled companies are shown with a small green marker, and there is a section where you can explore all STF products and services.
The seven steps an operator has to complete
Visit Finland describes the STF path as seven steps. Each one has to be done before the label is granted:
- Commitment – the company commits to continuous sustainability development.
- Competence building – the team takes part in Visit Finland Academy training.
- Certification – the company obtains a third-party audited sustainability certificate.
- Sustainability communication – the company communicates its work transparently, with the explicit aim of eliminating greenwashing.
- Sustainable Tourism Indicator system – the company monitors sustainability indicators every year.
- Development plan – a plan covering the economic, ecological and socio-cultural sides of the business.
- Application – verification and an agreement with Visit Finland.
The programme also asks the company to appoint a named sustainability coordinator, so that someone inside the business is responsible for keeping the work going.
The three dimensions: ecological, socio-cultural, economic
Visit Finland organises its sustainable travel criteria into three dimensions, and the development plan has to address all of them:
- Ecological – for example waste reduction, energy efficiency, reducing fossil fuels, saving water, protecting biodiversity, environmental management and climate change mitigation.
- Socio-cultural – preserving cultural heritage, respecting local communities, fair labour practices, local employment, and equality and accessibility.
- Economic – keeping travel income in the region, employing local people and running a transparent, long-term viable business.
Visit Finland also sets out ten principles of sustainable travel, including “We believe in fair cooperation”, “We take care of nature” and “We respect cultural heritage”.
StayLapland · From 159 €
3,5 hours · Easy · Cut off: 8 hours before start time
#bokun_14f7202c_d2f6_fde4_e459_5eccafc728b0 { display: inline-block; padding: 10px 20px; background: #408C3D; border-radius: 5px; box-shadow: none; font-weight: 600; font-size: 16px; text-decoration: none; text-align: center; color: #FFFFFF; border:none; cursor: pointer; transition: background .2s ease; } #bokun_14f7202c_d2f6_fde4_e459_5eccafc728b0:hover{ background: #285726; } #bokun_14f7202c_d2f6_fde4_e459_5eccafc728b0:active{ background: #30682e; }What the label tells you as a traveller – and what it does not
Visit Finland says that companies with the STF label constantly aim to reduce the harmful impact of their operations on the planet, its people and communities, and that they hold third-party audited certifications confirming they meet the STF criteria for responsible, long-term development. Its advice to travellers is plain: if you have two equally good options, choose the one with the STF label.
What the label does not do is rate one tour against another, or promise that every single activity of a company has been assessed separately. It is awarded to a specific company or destination, it is renewed approximately every two years, and it says that the business is on a monitored development path. That is why we are careful to say exactly which part of our business holds it – see the next section.
For scale: Visit Finland reported in September 2023 that 5 destinations and 367 companies, offering more than 1,000 travel experiences in Finland, had achieved the STF label.
How this shows up on our tours
Our Kuoksa Wilderness Park has been awarded the Sustainable Travel Finland certification for 2025. It has also been awarded the Biosphere Certification for 2025, an international certification based on the United Nations’ 2030 Sustainable Development Goals. Kuoksa Husky Park and Kuoksa Reindeer Stories are applying for their own separate certifications, and we will say so on our pages when those are granted – not before.
In practice, this is the work behind the experience you book. Our family has cared for the forests and lakes of Kuoksa for four generations, and today three brothers continue that work. We keep our tour groups small, care for our huskies and reindeer with respect and local tradition, minimise waste, conserve energy and source local materials where we can. You can read our full commitment to sustainability on our site.
A good example is the Kuoksa Reindeer Adventure (from 159 €, 3 hours): a 2–3 km reindeer safari in the forest, with a guide explaining the life of reindeer, the reindeer farm and reindeer herding. Our reindeer herder’s family has passed reindeer herding down through generations – you can read their background in the story of Kuoksa Reindeer Stories. If the weather does not allow a sleigh ride, the tour is arranged as a reindeer walk instead, so the animals are never pushed beyond what the conditions allow.
Why small operators take this path
Going through seven steps, annual indicators and renewal every two years takes time, and for a family business that time is real. We do it because the path forces us to measure what we used to only intend – energy, waste, local purchasing, how we treat our team and our animals – and because it gives our guests a way to check our claims against an external standard instead of taking our word for it.
It also fits the way people in Finland think about nature. Everyman’s Right (jokamiehenoikeus) lets everyone enjoy the forests and lakes freely, and with that freedom comes the expectation that you leave no trace. A certification path is simply the business version of that same expectation.
How to check a label yourself
If sustainability matters to your choice, three quick checks help:
- Look for the green STF marker on Visit Finland’s website, where labelled companies and their services are listed.
- Check which part of the business holds the label – a park, a hotel or the whole company – and for which year.
- Read the company’s own sustainability page and see whether it names concrete practices, not just values.
We are happy to answer questions about our practices before you book. Many guests combine a reindeer safari with an evening tour such as the Northern Lights Tour Reindeer Safari – and if you are curious about what you are looking at in the sky, read how auroras are formed or our overview of the Northern Lights season 2026–2027.
Frequently asked questions
What is the Sustainable Travel Finland label?
It is a label run by Visit Finland for travel companies and destinations in Finland that complete a seven-step sustainability development path, including a third-party audited certificate.
When did the STF label start?
According to Visit Finland, it became possible to apply for the Sustainable Travel Finland label on 1 June 2020.
How long is the STF label valid?
Visit Finland says the label is renewed approximately every two years.
Which part of StayLapland holds the STF label?
Kuoksa Wilderness Park was awarded the Sustainable Travel Finland certification for 2025. Kuoksa Husky Park and Kuoksa Reindeer Stories are applying for their own certifications.
Does Kuoksa Wilderness Park hold other certifications?
Yes. Kuoksa Wilderness Park was also awarded the Biosphere Certification for 2025, which is based on the United Nations’ 2030 Sustainable Development Goals.
How can I find STF-labelled companies?
Visit Finland’s website marks labelled companies with a small green marker and has a section listing STF products and services.
Ready to book?
StayLapland · From 159 €
3 hours · Very easy · Cut off: 12 hours before start time
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You may also like
- Ice Fishing with Reindeer — from 159 €, 3,5 hours
- Northern Lights Tour Reindeer Safari — from 179 €, 3,5 hours
Sources
- Visit Finland – Sustainable Travel Finland programme
- Visit Finland – Principles of sustainable travel
- Visit Finland – Travel sustainably in Finland