Finland’s ‘Be more like a Finn’ campaign joins growing list of tourism pledge initiatives

Campaigns to encourage more sustainable and respectful travel are increasing, though some industry figures doubt their power to effect change

Finland has become the latest destination to introduce a tourism pledge, asking visitors to the country to promise to respect its nature, culture and inhabitants.

Forming part of a wider sustainability drive that focuses on Finnish values and traditions, such as embracing the outdoors, foraging and recycling, the pledge requires visitors to "be more like a Finn" and includes the line "in my choices the climate comes first".