Literal green washing
21 February 2025
Up in the far north of Finland, Lapland's tourism industry is under new pressure, as the EU's 'Green claims' or greenwashing directive forces businesses to prove their sustainability claims – or abandon them altogether. Set to be implemented in Finnish law by 2026, the directive bans vague terms like "carbon-neutral" and "eco-friendly" unless backed by scientific evidence.
As a result, tourism operators must revise their marketing, removing misleading claims and ensuring transparency – an expensive shift for Finnish businesses that have built their brands on environmental messaging. Meanwhile, Lapland remains a major draw for international visitors, with Finland's tourism sector generating €3.7 billion in 2024, particularly from high-spending winter tourists who come to see the white nights, snowy forests, or Santa Claus and reindeer.
 | Mikael Kataja Greenwashing tourism is often contradictory: businesses promote Lapland's untouched wilderness while engaging in practices that could erode its very appeal. Striking a balance between sustainability and economic growth will be the key, as unchecked marketing tactics risk harming the very nature-based experiences that make the region attractive to visitors. Without real action, the winter wonderland could turn literally green. |
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