The overall findings of the "Socially Sustainable Rural Tourism" project show that, on the whole, tourism is viewed as positive—both for locals and travellers. However, there are certain issues, when it comes to socially sustainable tourism development. One of the main challenges is the lack of understanding and a clear definition of social sustainability is and what it includes. Naturally this impacts the understanding of how to work with the social aspects when it comes to sustainable tourism development.
One of the key insights from the project is the need to focus on place development rather than just destination development. This means taking into account the needs of visitors but, to a much higher degree, the needs and wishes of the locals. Integrating tourism initiatives with the local community ensures that tourism not only boosts the economy but also supports the preservation of local services and overall societal development. For instance, in Salla, Finland, the local strategies prioritize maintaining the area's identity as a small, wilderness destination while enhancing the quality of life for residents. Similarly, the Harvest Festival in Åland successfully engages the local community by promoting local traditions and products, fostering a sense of pride and ownership.
In smaller rural settings, especially where tourism has grown significantly in a short amount of time and maybe even gotten out of control, such as in Iceland, Lofoten, and to an extent the Faroe Islands and Greenland, the different levels of governance are not communicating sufficiently. While communication and cooperation might be high nonetheless, the local levels often feel that they do not get enough support from the state level. These smaller places bear the brunt of the environmental and social costs of hosting visitors that are much larger in numbers than the local population, yet the necessary resources and funds to properly accommodate these visitors often do not follow. This can easily lead to feelings of frustration with the deterioration of transport infrastructure, insufficient safety measures, and a lack of healthcare and rescue workers. For example, in Southern Iceland, locals report issues such as road congestion, strain on healthcare and police services, and inadequate support rescue operators. Similarly, in Ilulissat, Greenland, the influx of tourists has impacted local cultural identity and pressured local infrastructure.
From the cases conducted for this research, it is clear that most visitors want to do the right thing and learn, but they may lack knowledge and experience about how to be a good visitor in the place specific context. The sheer numbers and presence can also cause stress and problems for locals. Therefore, visitors, willing to be responsible visitors, often don’t realize the indirect impact they are having. Addressing quality of life issues is crucial to ensure that tourism does not negatively impact locals’ daily lives but instead improves them. The importance of high attractiveness for both residents and visitors is noted, as the aspiration to grow drives progress, enhances societal vitality, and helps ensure a high level of service and infrastructure.
Social sustainability involves creating long-term local values and supporting the community by generating local income, employing local residents, and utilizing local labour 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. The governance of the tourism sector needs a shift from growth-driven strategies towards sustainable management, responding to concerns about over-tourism and the pressure on local communities. For example, in Lofoten, Norway, the region's tourism strategy involves participatory processes to develop visitor management solutions that benefit both tourists and residents and in Salla the local strategies prioritize maintaining the area's identity as a small, wilderness destination while enhancing the quality of life for residents.
Local communities are not homogeneous groups, and while some inhabitants benefit from the increase in visitors—not merely economically but also socially—the crowds of tourists can also make other inhabitants feel like strangers in their own home. Much of the tensions around tourism in the rural regions of the Nordics seems to come down to trust—trust between local inhabitants and visitors as well as trust between the local inhabitants and the municipality or county council. A more collaborative effort is needed to ensure that the municipalities can respond to the pressures of tourism while also serving the needs of residents. One key takeaway from this has been that visitor management and place development is a cross-cutting theme for the rural regions. Rather than being relegated to the work of tourism, local administrations view it as a key approach that influences or plays a role in all other areas of development—whether that be business planning, social or cultural aspects, or spatial planning. And the concept is highly relevant for ensuring that when residents allow visitors into their neighbourhoods, they get something in return—financially or culturally—that benefits them on their terms. However, since the hosting communities have a relatively low population they also often lack the resources to manage their tourism in the desired way.
Clearer guidance on what socially sustainable tourism is needed. Developing robust measurement tools and clear definitions of social sustainability in tourism can help policymakers and practitioners better understand and manage the impacts of tourism. This, in turn, can foster positive community attitudes, support sustainable initiatives, and ensure that tourism development benefits both residents and visitors. By addressing these gaps, the Nordic countries can enhance their efforts toward socially sustainable tourism development, aligning policy goals with practical outcomes and promoting a more equitable and sustainable tourism industry.