Regenerative Tourism 

Tourism is a vital sector for Finland's coastal and rural regions, with the potential to create sustainable growth and vibrant local communities. At Novia's Faculty of Business, our tourism research focuses on how small and medium-sized tourism enterprises can develop sustainably, benefiting both visitors and locals while preserving the unique archipelago environment. 

By applying the Helix models, we bring together research-based expertise, the tourism industry, and the public sector to develop sustainable tourism for the future. We use design thinking to create innovative solutions to industry challenges, with particular focus on extending the tourist season, digitalization, and developing experience-based business models adapted for rural and archipelago tourism. 

Our research examines how circular business models can be implemented in the tourism industry to minimize environmental impact and maximize local economic benefits. We study the opportunities that digitalization offers small tourism businesses, from marketing to customer experience. Special attention is paid to how cultural heritage and local traditions can be preserved and enhanced through tourism, and how tourism businesses can collaborate to create attractive destinations. 

Research results are translated into concrete tools and strategies that help regional tourism companies develop. We work on developing new business models that balance profitability with sustainability and create quality development methods tailored for smaller companies. By studying international trends and best practices, we can help local companies meet changing travel patterns and consumer behaviors. 

Our research is built on close collaboration with the tourism industry, where theoretical knowledge meets practical experience. We serve as a platform where tourism entrepreneurs can exchange experiences and, together with researchers, develop new concepts and solutions. This collaboration not only strengthens individual companies but contributes to developing the entire region as a tourist destination, with a focus on quality, authenticity, and sustainability.