Sustainable Travel
At Trendplaylft, we believe that true luxury includes a deep respect for the people, places, and ecosystems we visit. Finland's untouched wilderness, crystalline lakes, ancient forests, and Arctic landscapes are irreplaceable treasures that have shaped Finnish identity for thousands of years. Our mission is not only to introduce discerning travelers to the country's most refined hospitality but also to safeguard the very environments and cultures that make these experiences extraordinary.
Responsible tourism is not a marketing slogan — it is the foundation on which every partnership, itinerary, and recommendation is built. We work exclusively with properties and operators whose values align with our commitment to environmental stewardship, cultural integrity, ethical wildlife practices, and meaningful contributions to local communities.
Our approach to responsible luxury is structured around seven guiding pillars: environmental protection, cultural respect, wildlife ethics, carbon-conscious travel, support for local economies, accessibility and inclusion, and ongoing transparency. Each pillar is detailed below.
Finland is a global leader in environmental performance, with some of the cleanest air and water in the world. We are proud to partner exclusively with properties that uphold rigorous environmental practices:
• Renewable energy: partner hotels increasingly source electricity from Finnish hydro, wind, and biomass energy. Several properties operate fully off-grid or use geothermal heating.
• Water stewardship: low-flow fixtures, greywater recycling, and lake-source heat exchange systems minimize water and energy waste.
• Waste reduction: we favor properties that have phased out single-use plastics, compost organic waste, and partner with local recycling initiatives.
• Sustainable construction: traditional Finnish timber architecture, locally quarried stone, and natural insulation reduce embodied carbon.
• Eco-certifications: we give preference to properties holding Green Key, Nordic Swan Ecolabel, or EarthCheck certifications.
Finland is home to the indigenous Sámi people, whose ancestral lands stretch across Lapland. The Sámi possess a unique language, music tradition (yoik), reindeer herding culture, and spiritual relationship with the Arctic landscape. We believe that travelers visiting Lapland should encounter Sámi culture through respectful, authentic, and community-led experiences only.
Our cultural experiences are organized exclusively with:
• Sámi-owned or Sámi-endorsed operators.
• Storytellers and guides from local Sámi communities.
• Visits to museums and cultural centers approved by Sámi representative bodies.
We refuse to participate in performances or experiences that exoticize or misrepresent Sámi culture, including the unethical use of traditional dress (gákti) by non-Sámi performers.
Beyond Sámi heritage, we promote authentic engagement with broader Finnish traditions — sauna culture, midsummer celebrations, archipelago seafaring, and design heritage — in ways that strengthen, not commodify, local identity.
Husky safaris, reindeer encounters, and Arctic wildlife photography are popular attractions in Finland. Unfortunately, the rapid growth of these activities has led to concerns about animal welfare across the industry. Trendplaylft applies strict criteria to every wildlife experience we curate:
• Working dogs and reindeer must have appropriate rest periods, year-round veterinary care, ample space, and a humane retirement plan.
• Operators must comply with the Finnish Animal Welfare Act and undergo regular inspections.
• Wild animal viewing (bears, wolves, lynx, wolverines) is conducted with licensed naturalists from observation hides at safe distances. We do not support baiting practices that condition wild behavior.
• We do not promote dolphinariums, captive aurora-themed performances, or any "selfie" attractions involving distressed animals.
Aviation is the largest single contributor to a long-haul traveler's carbon footprint. While we cannot eliminate this impact entirely, we actively work to reduce it:
• We encourage slow travel — longer, more immersive stays rather than rapid multi-destination itineraries.
• We provide carbon offset partnerships with verified Finnish forestry and peatland restoration projects (Gold Standard or Verra-certified).
• We promote train travel within Finland and across the Nordics where feasible, including the scenic Helsinki–Rovaniemi night train.
• Where possible, we arrange electric or hybrid chauffeur vehicles for ground transfers.
• Helicopter and yacht services are offered transparently with their associated carbon impact disclosed.
True luxury cannot exist in isolation from the communities that sustain it. Our partners are committed to:
• Prioritizing local employment, including year-round contracts rather than seasonal precarity.
• Sourcing food from regional farms, fishermen, foragers, and breweries within the "100 km radius" philosophy where practical.
• Featuring Finnish design icons — Iittala, Marimekko, Artek, Lapuan Kankurit — and supporting independent contemporary makers.
• Investing in apprenticeships, hospitality schools, and community projects across the regions we operate in.
By choosing Trendplaylft, your travel directly contributes to the economic resilience of small Finnish towns and Arctic communities.
Refined hospitality should be welcoming to all. We work with partner properties to expand accessibility features — step-free access, accessible saunas, hearing loop systems, dietary accommodations (vegan, halal, kosher, allergen-free) — and provide transparent information so every guest can choose with confidence. Our concierge team is trained to handle requests with discretion and care.
Finland's beloved tradition of Jokamiehenoikeudet ("Everyman's Rights") grants everyone the freedom to roam responsibly through forests, lakes, and wilderness — to hike, swim, forage berries and mushrooms, and camp temporarily — provided the land and its inhabitants are respected. We ask every guest to follow these timeless principles:
• Take only photographs, leave only footprints.
• Stay on marked trails near sensitive ecosystems.
• Avoid disturbing wildlife, especially during nesting or breeding seasons.
• Make fires only in designated areas, never during fire warnings.
• Carry out all waste, including biodegradable items.
• Respect private dwellings, reindeer herding areas, and Sámi sacred sites (sieidi stones).
We do not claim perfection. Responsible tourism is an evolving discipline, and we commit to:
• Annually reviewing partner properties against our sustainability framework.
• Publishing transparent updates on initiatives, partnerships, and challenges.
• Listening to guest, community, and expert feedback to refine our practices.
• Investing a portion of every booking into Finnish nature conservation initiatives.
Trendplaylft contributes to and collaborates with:
• Finnish Natural Heritage Foundation — protecting old-growth forests.
• Snowchange Cooperative — restoring Arctic peatlands and supporting indigenous-led conservation.
• WWF Finland — Saimaa ringed seal and Arctic biodiversity programs.
• Visit Finland's Sustainable Travel Finland program.
Every traveler is part of the solution. We invite you to engage thoughtfully with the places you visit, ask questions, learn a few words of Finnish, support local makers, and return home as an advocate for the wild Nordic landscapes that have offered you something rare and meaningful. Together, we can ensure that the Finland we love remains pristine for generations to come.
If you have suggestions, concerns, or partnership opportunities relating to responsible tourism, we welcome your input at:
Email: [email protected]
Postal: Trendplaylft Sustainability Office, Pohjoisesplanadi 29, 00100 Helsinki, Finland