Photo: Rebecka Eriksson / Visit Åland

Nestled in the Baltic Sea, halfway between Sweden and Finland, lies Åland, an archipelago of 6,757 islands. The largest island in the archipelago, Fasta Åland, is home to the capital, Mariehamn. Visitors can stroll through cobblestone streets, visit museums, and enjoy the pleasant surroundings. West of Åland lies the Åland Sea, an open water area between the Swedish Roslagen archipelago and Åland. To the east, the Åland archipelago borders the Finnish Archipelago Sea. The dense network of islands and bays offers nature experiences and a peaceful atmosphere (Åland, 2022). 

Tourism is vital for Åland. In 2023, more than 210,000 people stayed overnight in commercial accommodation facilities. Over half of these visitors came from Finland and more than a third from Sweden. In 2023, Åland received almost 1.3 million inbound visitors

The statistics on inbound visitors include cruise passengers, day-trippers, overnight visitors and returning Ålanders arriving by ferry or air but excludes people arriving by own boat (ÅSUB, 2024a).

(ÅSUB, 2024a).

For Åland, the majority of tourists arrive in the summer months, especially in July. July is also the busiest month regarding different events, such as the Rockoff Festival, Poker Run, Oldtime Cruisers and Ålands Dansbandsfestival (Visit Åland, n.d.). These activities attract many visitors and creates a buzz in society. However, this also leads to a major peak in visitor numbers concentrated over just a few weeks. During the rest of the year, Åland is much quieter and calmer. There is a desire to even out this peak in visitor numbers and attract more visitors outside of the peak season (Lokalkraft Leader Åland r.f., 2023). 

The biggest event outside of the peak season is the Harvest Festival (“Skördefesten”). It is a three-day event held annually in the second-to-last weekend of September, promoting Åland’s countryside. During the festival, visitors can interact with local producers and learn about life as a farmer, while farmers showcase their traditions and products. The Harvest Festival aims to highlight Åland as a destination during autumn. With almost 16,000 visitors in 2023 and a total turnover of €942,000 for the vendors, the event is an important factor for the local communities and for promoting out-of-season travel (Skördefestens Vänner r.f, 2023). This case study focuses on the strategies to extend the tourist season for increased but sustainable tourism growth, using the Harvest Festival as an example of extending the tourist season while promoting sustainable practices.

Åland is a self-governing part of the Republic of Finland and has a high degree of autonomy with its own parliament and government. As of 2022, Åland had a population of around 30,000. It is divided into 16 municipalities, with one-third of the population living in the capital, Mariehamn. The Ålanders speak Swedish as their native language (Nordiskt samarbete, n.d.).

Tourism is Åland’s largest export industry, contributing significantly to the local economy. In 2023, tourist land consumption in Åland was estimated at EUR 107 million (including VAT). When considering the broader definition of tourism, Åland’s total tourism income exceeded EUR 700 million. Notably, sea-based tourism continues to represent a larger share than land-based tourism, contributing significantly to the overall tourism income (ÅSUB, 2024c). Åland's tourism industry is directly dependent on the efficiency and capacity of its ferry connections, as ferry traffic is the basis for the vast majority of transportation to and from Åland (ÅSUB, 2024c).

Tourism is embedded in the Ålandic society, and most businesses are small-scale family businesses (ÅSUB, 2024b). One in five Ålanders in the private sector works in tourism. Tourism significantly enhances Åland’s appeal to residents, visitors, and businesses, as it serves as a showcase for potential new residents and provides entry-level jobs, especially for young people and newcomers (Ålands Landskapsregering, 2024a). 

As noted above, most of the visitors arrive during the summer months. The seasonality of tourism is a common challenge in many destinations. One interviewee noted that “Seasonality is something that has been discussed for a long time. It is a phenomenon inherent in tourism that you can’t really eliminate, but you can perhaps mitigate the effects a bit” (Interviewee 12). 

Åland’s tourism development is directed by a governance framework that includes multiple stakeholders. One key document in this context is Åland’s strategy for sustainable development (Bärkraft). This strategy serves as the guiding framework for Åland’s future development, incorporating tourism development and goals, particularly in Target Area 5: “Attractiveness for residents, visitors, and businesses.” The strategy highlights three objectives for 2030: increasing the population to 35,000, creating 14,000 jobs in the private sector, and attracting 300,000 overnight visitors annually. In short, Åland aims to grow. The strategy emphasizes the importance of high attractiveness for both residents and visitors, noting that the aspiration to grow drives progress, enhances societal vitality, and helps ensure a high level of service and infrastructure for Åland’s residents (Bärkraft, 2022).

Another strategy guiding tourism development is Åland’s Roadmap for Sustainable Tourism 2030. This roadmap provides stakeholders in the tourism sector with a common direction to rally around, relate to, and refer to. Regarding sustainable tourism, it underscores the importance of addressing all three dimensions of sustainability. There is an increased focus on companies’ efforts in social sustainability, such as offering entry-level jobs to people new to Åland or those outside the labor market. Additionally, there is a focus on strengthening the skills of personnel in the tourism industry and making tourism activities more accessible. The roadmap notes that increased overnight stays will impact all of Åland, placing demands on sustainable development, including infrastructure and public services (Ålands Landskapsregering, 2024a).

The accompanying Action plan 2024-2025 translates the tourism strategy into measures. It explicitly discusses social sustainability in tourism, noting that social sustainability is about the benefit to society. Social sustainability involves creating long-term local values and supporting the community by generating local income, employing local residents, and utilizing local labor as much as possible. It also includes developing skills when they are lacking locally. Furthermore, social sustainability encompasses preserving local cultural heritage, such as traditions, food, and crafts. Considering the local perspective in tourism development is significant and a key factor in achieving success. The action plan also stresses the importance of sustainable place development, which means creating attractive places for visitors, residents, businesses, and investments. This work should be based on the specific conditions, challenges, and needs of each place, with local influence being a key factor (Ålands Landskapsregering, 2024b).

The strategies address sustainable tourism, although they differ in the specifics of social sustainability. One interviewee noted, “I think that this social dimension is addressed in a different way now. Previously, there was an environmental focus. Now, we also focus more on social issues” (Interviewee 13). However, interviewees generally pointed out that there is still a lack of a clear definition of social sustainability and what it includes, which can impact the understanding of how to work with the social aspects.

This issue is also connected to the absence of indicators or measurements for sustainable tourism, particularly socially sustainable tourism. While some metrics exist in the strategies, capturing aspects such as attractiveness, well-being, trust, and participation, they are not exclusively focused around tourism. Instead, they address the overall development of Åland. Data collection and reporting specifically for tourism are not being conducted (interviewee 14). One interviewee explained that “I think that we lack measurement methods for sustainable tourism. Without proper metrics, it's hard to know if we're improving or on the right track. It’s difficult to know where you're going without something to measure” (Interviewee 13).

All strategies focus on growing in a sustainable way that benefits Ålanders. Interviewees highlighted the significance of engaging multiple stakeholders, including local communities, in tourism development and decision-making processes to cultivate positive attitudes towards tourism (Interviewees 13 & 14). Additionally, the concept of place development was discussed among interviewees, emphasizing that any developments in tourism should also benefit local communities (Interviewee 12).

Source. Lova Höga Kusten, n.d.

Tourism is a key industry in Åland, creating social, economic, and environmental impacts. Land-based tourism in Åland contributed 3.2% to the GDP at basic prices in 2023, amounting to EUR 45.3 million. When considering the broader definition of tourism (tourism in total), the total contribution to GDP was estimated at 16%, roughly EUR 225 million. The tourism industry is not only important for companies' income and for Åland's GDP. The industry also creates significant employment effects both in and outside Åland (ÅSUB, 2024c).

One interviewee explained that "Tourism significantly impacts our region, being a major employer and source of revenue. Beyond economic benefits, tourism helps maintain services and brings cultural events and restaurants that enhance attractiveness and quality of life. It also provides entry-level jobs, fostering social integration. These social and cultural aspects are just as important as the economic benefits for Åland” (Interviewee 14).

Another interviewee discussed ways to keep the locals engaged with the tourism developments, expressing that “To foster a sense of local engagement to tourism, I think it’s very important to develop services that both locals and tourists can use. You should always keep both these customer groups in mind when planning for tourism developments, it should serve both” (Interviewee 14).

Interviewees discussed the importance of tourism for Ålandic society, noting a general acceptance among locals who see the benefits. However, locals may feel that July is often too busy due to a large influx of visitors over a few weeks. They understand that this period will end, and things will return to normal. There is a desire to even out tourist flows, attracting more visitors during fall and spring instead of increasing summer numbers (Interviewees 13 & 14). It was argued that tourism in Åland cannot grow further in July, as accommodation capacity is reached (Interviewee 12). One interviewee expressed, “Everything happens in July. And then it's hard to find something for the other months. It becomes a bit of a vicious circle, where not many people come to Åland because it's closed, but it's closed because not many people come. It's a difficult balancing act” (Interviewee 11).

Seasonality also presents challenges for tourism-related companies, especially regarding staffing. If companies cannot offer permanent positions, meaning jobs during both high and low seasons, people may go abroad or change professions. This makes it difficult to retain employees and invest in their skills (Interviewee 12). Discussing the long-term benefits of extending the season, interviewees noted that it could lead to better utilization of accommodation capacity, more job opportunities, longer work contracts, and potentially year-round employment (Interviewee 13).

Interviewees argued that Åland currently does not experience problems of mass tourism. However, the archipelago faces increased pressure during the summer months, such as freshwater shortages. While Åland does not face severe environmental or social wear and tear, interviewees emphasized the importance of sustainable planning to avoid potential future problems (Interviewees 13 & 14).

There are plans in place to extend the tourism season or create new ones, both from tourism strategies and practitioners. The newly published tourism strategy for Åland highlights the importance of extending the existing season and finding new seasons. Promoting events outside of peak season is seen as an important tool for attracting new visitors and encouraging repeat visits, showcasing Åland (Ålands Landskapsregering, 2024a). One of the most cost-effective ways to create demand outside of the high season is through events (Interviewees 12 & 14). Events are also highlighted as something Ålanders agree are very important for the tourism industry and something they can enjoy as well (Interviewee1 3). One interviewee discussed measures to extend the season, expressing that “We have started to look at what we can offer outside of peak season and how we can extend the season. The best opportunity is to start with fall and spring and see what we can offer there. Here, the Harvest Festival is an excellent example of how an event can contribute to extending the season” (Interviewee 13).

The Harvest Festival is the largest event outside of the peak season. It is organized by the non-profit association Skördefestens Vänner. Since 2017, the association also organizes the spring event Åland Grönskar, and since 2022, the Christmas event Åland Glimrar (Skördefest, n.d.). The Harvest Festival is the heart of Åland's food culture and the highlight of the autumn. The festival cherishes and highlights local traditions, promoting authentic, local, and traditional food and farming culture. It engages the local community, with farms in the countryside opening up for visitors to learn about rural life, farming, and traditions, and to shop for locally produced food products directly from the producers (Interviewee 11).

The Harvest Festival has a strict policy that all vendors and farms participating in the festival can only sell fully Ålandic products. Strict criteria ensure that only locally produced items are sold, promoting local producers (Interviewees 11 & 14). For the farms, being part of this event is significant. It is both a great source of income and creates visibility. As a visitor, you get to visit a farm, understand more about how a farm works, how the things we eat and drink are produced, and learn about the history and culture of the farm. It is also a knowledge-raising experience (Interviewee 13). One interviewee discussed the role of the event, noting that “Our guiding principles are to increase knowledge about the countryside, educate people about rural life, and promote Ålandic culture and locally produced products. We want the Harvest Festival to foster pride in Åland's crafts and traditions” (Interviewee 11).

These events aim to create new tourist seasons and provide opportunities for visitors to experience Åland's culture and natural beauty year-round. By diversifying the range of events and promoting them effectively, Åland can attract a steady flow of tourists throughout the year, reducing reliance on the summer peak season. Åland supports a vibrant cultural and sports association life, offering event grants to cover costs. These events, often organized by associations rather than companies, include competitions, tournaments, jazz festivals, and literature days. Financing these associations is crucial for sustaining and expanding these activities (Interviewee 14).

Overall, the strategic use of events is a valuable tool for addressing the seasonality of tourism in Åland. By creating engaging and culturally rich experiences outside the peak season, Åland can achieve more balanced tourist flows, support local economies, and promote sustainable tourism practices. This approach not only benefits the tourism industry but also enhances the quality of life for residents and preserves the region's cultural heritage.

The case study highlights several key findings and implications for the development of socially sustainable tourism. Firstly, seasonality is a common issue in tourism and is not entirely unavoidable. However, there are ways to even out tourism flows. The emphasis on extending the tourist season through events like the Harvest Festival demonstrates a practical approach to extending seasons or creating new ones, mitigating the challenges of seasonality. Additionally, the Harvest Festival is seen as a good example of how to engage the local community, promote local crafts and products, and educate about rural lifestyles.

By promoting off-peak events, Åland not only attracts visitors year-round but also supports local economies and preserves cultural heritage. Although events cannot solve seasonality problems in isolation, other measures need to be in place. This can involve campaigns showcasing attractions outside of peak season and ensuring that sightseeing places, cafés, and other amenities remain open.

Based on these findings, several key takeaways can be made for policymakers and tourism practitioners: