Experience Finland authentically: at FairAway with Joseann and Riitta
Discovering the country authentically in all its facets and off the beaten track - that's what the sustainable tour operator stands for FairAway. This is made possible by over 40 travel experts on site who show travelers special places, fulfill individual travel wishes and are the bridge to local guides and exciting activities. Two of them are Joseann and Riitta in Finland – we wanted to know from Joseann what makes a sustainable trip to Finland, how tourism could change the world and what she and her travelers especially love about Finland.
How long have you been working in tourism – and how did it come about?
I moved to Finland, to North Karelia, in 2003 for professional reasons. At that time I wrote a blog and then was the author of the Marco Polo travel guide for the Finland edition for 10 years. I met Riitta Kiukas during my training as a city guide in Helsinki. Since then, we have been planning trips to Finland together for people who want to travel sustainably and get to know the country authentically.
What do travelers particularly like about Finland?
The vastness and wilderness of Nordic nature: Finland is one of the most pristine countries in Europe, consists of almost 70% forest - and we have more than 70.000 moose and 800 brown bears. The Finnish lake district and the archipelago off the coast offer unique natural experiences. I also always recommend visiting Finland at least twice because we have very distinct seasons: beautiful, mild and sunny summers, but also really crisp winters with lots of snow.
Many travelers are also fascinated by the culture: Finland is completely different from the rest of Europe due to its language and mythology, almost a bit mysterious. But on the other hand, it is also super modern, in love with design and offers a very high quality of life.
And of course there is the Finnish sauna culture! The question often comes up as to whether the accommodation also has a sauna (laughs). There is virtually no accommodation without a sauna - Finnish hosts wouldn't even come up with such an idea.
A sauna by the lake is also one of her personal favorite places. We can understand that: What could be nicer after a day in nature than relaxing there and then jumping into the cool water? Speaking of favorite places:
Do you have a personal favorite place in Finland?
I love quiet places. For example, the Seurasaari open-air museum in Helsinki or the cafés in the old wooden houses where time has stood still. I also find deep peace in Koli National Park: the atmosphere here is very mystical, it is not for nothing that the place inspired JJR Tolkien to write his book “Lord of the Rings”.
Riitta, my Finnish colleague,'s favorite place is her old farmhouse in southern Finland, which she has lovingly restored. She also welcomes travelers there, cooks with them, goes out into nature with them and she weaves beautiful fabrics - also a special place to find peace.
Is there a memory or feedback from travelers that particularly stands out in your mind?
It's always nice when guests enthusiastically send us photos on WhatsApp. Yesterday I got a picture of travelers who brought back four baskets full of mushrooms from the forest on their mushroom hike with our guide - that made a great dinner! People love tours with our local guides because they simply know what they are talking about. This creates special experiences.
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What does “sustainable tourism” mean to you?
In general, sustainability is about balancing ecology, economics and social issues in such a way that our planet is preserved “sustainably” for future generations. But it is also about our guests taking back unforgettable and “sustainable” experiences from Finland. That's why I prefer to talk about traveling rather than tourism; after all, it's also about the travel experience along the way. About individual experiences and encounters at eye level. It is therefore particularly important for Riitta that the routes are planned coherently and responsibly, if possible by public transport or by bicycle in summer. And of course all services are provided by locals so that our trips help support the country and its people.
Finland's nature is special - what is being done to protect it?
Many people in Finland still have a very close relationship with nature: they spend a lot of time outside in their “Mökkis” - the traditional log cabins -, go mushroom and berry picking, go fishing, and get their wood from the forest. In Finland the “everyman’s right” applies: you can move freely in nature and use it for your own needs. And those who want to use them also want to protect them.
We have 41 national parks, some of them huge areas. A prominent example of nature conservation is Lake Saimaa: The Saimaa seal, which lives in fresh water, is only found in Finland. Finland has a responsibility to ensure that this seal does not become extinct and our seal safaris on quiet e-boats must not disturb them.
At this point, Joseann's professional background as a qualified forester is very helpful in introducing travelers to the connections in nature. She explains to us that agriculture and forestry are changing: the intensive use of forests by the paper industry should be reduced and alternative, more gentle forest use models should promote and better protect biodiversity in the future. In agriculture, Finland relies on regional varieties and products, over 80% of the food comes from Finland, products are traceable, of high quality and delicious... especially important for our guests. Super interesting, we would like to find out more about it - and have to force ourselves to get back to the actual topic.
Traveling better together in Finland
What is important to Riita and you when choosing accommodation and activities?
We only use local providers, primarily family businesses, who have received the national sustainability label - this covers criteria such as waste separation, energy supply and much more. Personal, friendly service, quality and comfort and an authentic, stylish ambience are very important to us. We make sure that employees are employed beyond the peak season. Sustainable travel is an important lever for ensuring that people can stay and live in rural, sparsely populated areas. We book culinary experiences with companies that work with local farmers, bakeries or small producers. We prefer organic farms, but in Finland many things are “organic” even without the organic label, e.g. B. Fish from the lake and berries, mushrooms or game from the forest.
Can traveling change the world for the better?
Overall, I think so. Once you have had an intensive nature experience on a trip like this - for example, gliding almost silently through the snow-covered, quiet forests on a dog sled - you will hopefully make more ecological decisions in the future and appreciate it in a new way. And it makes a difference to travel with local guides. It's easy to book a reindeer sleigh ride, but when you talk to locals around the campfire about working with reindeer, you understand the important role these fascinating animals play in culture and nature and what sustainable travel can mean for livelihoods .
Joseann and Riitta strive to always take into account the principle of sustainability: when the three aspects of sustainability - economic, environmental and social - are in balance, travel can have a very positive impact. That's what FairAway stands for, because this is the only way to actively shape a future worth living through travel. Speaking of which:
Do you have a personal tip about what every traveler can specifically do for a better future?
Take your time and slow down. If you're already flying, you should stay on site longer - this way the CO2 emissions are spread over more days and you can get more involved with the country. We also often recommend taking the night train to Stockholm and from there taking the ferry to Finland. Then the soul has enough time to take the long journey north ;-). Or from Travemünde by ferry to Helsinki - the sauna on board is included in the price. Otherwise, it's worth traveling in the low season. This is a little cheaper and it gives local people a chance to earn something from tourism all year round.
And another little practical tip with a big impact: We have great drinking water everywhere. You don't have to buy a single plastic bottle!
Finland in a nutshell
What must every traveler to Finland have done?
In winter, a snowshoe hike under the northern lights. In summer, a bike ride on Lake Saimaa or in the archipelago off the coast and of course a long sauna and swim in a clean natural lake! And especially for families: pick berries and mushrooms and prepare them yourself. You might get a mosquito bite or two, but it's worth it!
Your ultimate tip for Finland?
Matching clothing! We send a packing list. We don't want frozen fingers, that's bad marketing (laughs).
© Photos: Unsplash / Tapio Haaja, Pexels / Carboxaldehyde / Skatur-Tour
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