Developed in partnership with destination leaders in the Nordic region, the Map features more than 45 bookable experiences, accommodations and tours. These range from eco-adventures and food-focused journeys to cultural immersion run by small-scale suppliers and social enterprises. The aim is to ensure visitor spending circulates more directly within local communities, supporting livelihoods and regenerative tourism models.
“The Nordics has set a global standard as a destination cooperative that prioritizes both its people and place,” said Greg Takehara, CEO of Tourism Cares. “This new Meaningful Travel Map highlights journeys where every stay, step, and meal creates a positive impact. We’re proud to partner with the destination leaders and local organizations of The Nordics to help ensure visitors’ dollars reach deeper into local communities, while supporting the region’s long-term prosperity and cultural preservation.”
Representatives of The Nordics describe the partnership as an opportunity to expand meaningful travel as a core element of the visitor experience.“This collaboration puts The Nordics’ philosophy of balance and stewardship on the world stage,” said Christina Koontz, U.S. Project Manager for The Nordics. “We want every traveler to experience sustainability not as a choice, but as the heart of the journey. The Nordics has long believed that travel should regenerate the places and people it touches, and by building a Meaningful Travel Map of The Nordics, we invite the world to discover not just our landscapes but our commitment to community, inclusivity, and climate action.”
Curated experiences allow travelers to engage deeply with Nordic traditions and nature. Examples include nights spent in traditional Sámi dwellings in Sweden, aurora-themed storytelling in Norway, culinary exploration on Denmark’s Baltic island of Bornholm and wellness retreats in the natural landscapes of Finnish Lakeland.
The launch supports the travel trade by offering accessible tools to integrate responsible tourism products into mainstream itineraries. Travel advisors and operators can connect with suppliers that directly benefit local communities while expanding product offerings aligned with ESG principles and evolving traveler expectations.
Tourism Cares will host a webinar introducing the Meaningful Travel Map of the Nordics on November 20 at 11:00 a.m. EST, open to all industry stakeholders. Registration is available through the organisation’s website.
With more than 700 vetted partners across nearly 50 destinations, the Meaningful Travel Map continues to expand as a reference point for sustainable and community-led tourism globally. Additional regional maps are planned for rollout in 2026 and beyond.
Tags: Christina Koontz, The Nordics. Greg Takehara, Tourism Cares, interactive platform
