Photo: Anne Katrine Ebbesen / Ilulissat harbour in Greenland is the backbone of the local economy, crowded with fishing and tourism boats alike.

The Nordic Vision 2030 aims for the Nordic Region to become the most sustainable and integrated region in the world. This vision emphasizes creating a green, competitive, and socially sustainable region. Tourism plays a critical role in achieving this vision, presenting significant opportunities for regional development while considering its impact on the environment and local communities.

The project "Socially Sustainable Rural Tourism" was commissioned by the Nordic Thematic Group for Green, Innovative, and Resilient Regions under the Nordic Co-operation Programme for Regional Development and Planning. The first report, called The value of social sustainability in Nordic Tourism Policy, provided a foundation for understanding the concept of socially sustainable tourism in the Nordic region. It included a literature review of academic publications, grey literature on tourism development from the Nordic countries, and the most recent and relevant national policy documents.

This report highlighted several key areas. It began with the theoretical background of tourism, defining tourism and sustainable tourism, and emphasizing the need to balance economic, social, and environmental factors. It also discussed related concepts such as responsible tourism, ecotourism, community-based tourism, cultural tourism, adventure tourism, heritage tourism, and slow tourism. Further, the report explored the dimensions of sustainable tourism in Nordic national tourism policies and the effects of tourism on various aspects such as the economy, environment, and local communities.

The literature review was divided into academic and grey literature reviews. The academic literature review focused on rural tourism, social sustainability, and components of socially sustainable tourism, while the grey literature review discussed frameworks and indicators for measuring sustainable tourism. The academic literature review revealed several key insights. Studies on rural tourism, such as those by Aslam (2016) and Rosalina et al. (2021), highlighted the importance of sustainable development and community-based features in rural tourism. These studies emphasized the need for tourism initiatives to be tailored to the specific needs and preferences of local communities, ensuring that tourism development benefits both residents and visitors. Additionally, the review identified the significance of adaptive tourism and the potential for rural tourism to contribute to economic and social development, as noted by McAreavey (2011) and Sharpley (2002). However, these studies also pointed out the challenges of institutional capacity, stakeholder interests, and the dominance of mass tourism operators.

In terms of social sustainability, the literature review underscored the need for more attention and research in this area. Indicators for measuring social sustainability in tourism include community, destination, and organizational variables, as discussed by Franzoni (2015). The review also highlighted the lack of consensus on the concept and definition of social sustainability in tourism, as noted by Nugraheni (2019). Despite these challenges, the review found that social indicators for measuring tourism sustainability are better oriented to the behaviour of key actors and the achievement of stakeholder consensus.

The grey literature review focused on frameworks and indicators for measuring sustainable tourism. The Statistical Framework for Measuring the Sustainability of Tourism (SF-MST) and the UNWTO's Guidebook for Indicators of Sustainable Development for Tourism Destinations were among the key frameworks identified. These frameworks aim to record data about tourism's economic, environmental, and social connections. The review also highlighted the work of Eurostat, the OECD, and the European Commission in developing indicators for sustainable tourism. These indicators cover various dimensions, including economic, environmental, and social aspects, and provide a comprehensive framework for assessing the sustainability of tourism initiatives. However, it is important to note that while there are various ways to measure the economic aspects of tourism and, to an increasing degree, the environmental aspects, the social indicators and measurements are still lacking. The review found that there is generally a lack of robust and standardized indicators for social sustainability in tourism. This gap highlights the need for further research and development of social indicators to ensure a more holistic approach to sustainable tourism.

The analysis of Nordic tourism policies revealed several key themes related to socially sustainable tourism which then are anchored in the academic literature on sustainable tourism and to some extent in the existing indicators and monitoring systems. The policies of the Nordic countries e.g. highlight community engagement and empowerment as vital when it comes to socially sustainable tourism development. Community engagement and empowerment are in fact emphasized across the national tourism policies of the Nordic countries, with policies especially highlighting the importance of involving local communities in tourism planning and development. This approach ensures that tourism initiatives meet the specific needs and preferences of local residents, fostering a sense of ownership and empowerment. Cultural integrity and heritage preservation are also central themes. The policies advocate for the preservation of cultural heritage and the promotion of authentic tourist experiences. This involves balancing tourism development with the need to maintain cultural and environmental values, ensuring that tourism does not erode the cultural fabric of local communities. 

The issue of over-tourism and community displacement are also generally addressed, with policies emphasizing the need for impact assessments and measures to manage visitor pressure. This includes strategies to distribute visitor numbers more evenly throughout the year and to prevent the displacement of local residents. Furthermore, equity and accessibility are highlighted as crucial for promoting inclusivity and diversity in tourism. The policies discuss the importance of ensuring that tourism benefits are distributed fairly among different community groups and that tourism opportunities are accessible to all. General stakeholder collaboration and partnerships are also seen as important for promoting socially responsible tourism practices. The tourism policies emphasize the need for collaboration among government entities, local communities, and industry partners to achieve sustainable tourism development.

Finally, the adequacy of public services and infrastructure are discussed as essential for supporting tourism development and maintaining community well-being. The national tourism policies highlight the need for infrastructure that meets the needs of both tourists and local residents, enhancing the overall quality of life in the destination. These themes collectively underscore the Nordic countries’ commitment to socially sustainable tourism development, at least at the policy level. The results of the first report of this project therefore provided a better understanding of the key variables and topics related to socially sustainable tourism – in academic literature, in grey literature and finally at the Nordic policy level. The results are that the importance of community engagement, cultural integrity, equity, stakeholder collaboration, and the well-being of the local population are among those highlighted. These findings align closely with Nordic values and priorities, making them particularly significant in the context of tourism development in the region. 

In this next phase of the projects the initial findings were used to conduct case studies to examine the practical application of the identified aspects of socially sustainable tourism. This will be achieved through eight case studies, one in each of the Nordic countries, to assess how some of these elements are implemented in real-world scenarios.

The initial phase of the project aimed to explore several key research questions related to socially sustainable tourism. These questions guided the research and provided a framework for understanding the social dimensions of tourism development in the Nordic region. The research questions addressed in this project are as follows:

The first report found that social and cultural aspects play a significant role in sustainable tourism. These aspects influence the way tourism is perceived and managed in different regions. For example, community-based tourism initiatives that involve local residents in decision-making processes tend to be more successful in achieving social sustainability. Cultural heritage and traditions also shape the tourism experience and can enhance the attractiveness of a destination.

Socially sustainable tourism is defined as tourism that not only considers economic and environmental factors but also prioritizes the well-being of local communities. It can for example involve creating opportunities for local employment, preserving cultural heritage, and ensuring that tourism development does not negatively impact the social fabric of the community. The first report emphasized the importance of balancing these factors to achieve truly sustainable tourism. It also found that in Nordic tourism policy this balance is emphasised but not necessarily operationalised or conceptualised. 

The initial report revealed that while environmental and economic aspects are often prioritized in tourism development, social aspects are sometimes overlooked. However, there is a growing recognition of the importance of social sustainability, and some Nordic countries have started to incorporate social indicators into their tourism policies. The report highlighted the need for a more holistic approach that equally considers all three pillars of sustainability.

The report identified several key social indicators for measuring the impacts of tourism, including local employment rates, community involvement in tourism planning, preservation of cultural heritage, and the quality of life of local residents. These indicators provide a framework for assessing the social sustainability of tourism initiatives but are to a far less degree included in the assessment of tourism effects that environmental or economic indicators.

The cross-Nordic comparison and analysis in the first report showed that there are valuable lessons to be learned from each country's approach to sustainable tourism. For instance, some countries have successfully implemented community-based tourism models, while others have developed effective policies for preserving cultural heritage. By sharing best practices and learning from each other's experiences, the Nordic countries can enhance their collective efforts towards socially sustainable tourism.

Building on the insights gleaned from the first part of this research project, the next phase of the project has involved a more detailed analysis of how these themes are applied in practice. This was carried out through case studies and stakeholder interviews to provide a more comprehensive understanding of social tourism sustainability, if and how it is applied in practice.

The case study selection based on looking further into one case from each of the eight Nordic countries that was selected to ensure diversity and relevance. The cases were chosen based on their connections to socially sustainable tourism and the topics and challenges identified in the initial report. The challenges varied significantly, being place-specific and different in scale, for example in relation to the impact of tourism on the place, effects of seasonality of tourism and the impact on local economy. Cases were further selected based upon consultation with the members of the Nordic Thematic Group for Green, Innovative and Resilient Regions (TGC). This group consists of members from all the Nordic countries who are public officials and practitioners within ministries, cross-border organizations, regions, municipalities, and other relevant stakeholders. Their expertise and insights were invaluable in identifying cases that are representative of the diverse contexts within the Nordic region.

A maximum case variation sampling method was used for this study. The methodological construct adopted a multi-case approach based on the maximum case variation sampling method where cases, despite having diverse variations, exhibit important common patterns that cut across variations. Therefore, some cases are regional, others on a single municipality while others cover an entire country. This selection method allows us to better answer our research questions and the aims of the project. Specifically, it helps us understand how different countries, regions, and municipalities approach and work with various topics and challenges of socially sustainable tourism in practice.

The case studies involved conducting interviews with tourism-related actors in the case study areas, including public officials, tourism planners, tourism workers, and those having tourism companies along with local people living in each area. A policy and document analysis were also be conducted for each case study area. The case studies carried out between May and November 2024. A total of 41 interviews were conducted in the 8 case study regions. 

In the following chapters, each case and its specific challenges related to socially sustainable tourism, will be presented. The results of this phase are then analysed along with the findings from the first report to assess how socially sustainable tourism development is initially presented on a policy level and subsequently implemented in practice. Case studies and field visits will in this way provide opportunities to gather information on the realities of tourism policy implementation based on findings in the first phase of the project. By engaging with key stakeholders – such as local government officials, tourism operators, and community members – the research team was able to gather more qualitative data to assess the alignment between the policies’ intended goals and their actual outcomes. These interactions have to some extent revealed the practical challenges and facilitators in the policy execution and offered a nuanced understanding of its efficacy. In this way, the case studies of specific tourism destinations or initiatives at different scales within the Nordic region can further illustrate how, and if, the tourism policy regarding socially sustainable tourism development is operationalized and in which contexts. These case studies, drawn from different geographic and socio-economic settings, are then drawn together in a comparative analysis to identify common themes and unique variations in a discussion chapter. The report then provides a final chapter offering conclusions and presenting some recommendations.