The Programme of Finnish Government, is ‘Inclusive and competent Finland – a socially, economically and ecologically sustainable society’. Meanwhile, Finland's Arctic Strategy, driving sustainable development in the Arctic, has set sustainable tourism as one of its priorities. Furthermore, the Ministry of Economic Affairs and Employment, responsible for Finland’s updated tourism strategy, has identified four priorities that will facilitate the sustainable growth and renewal of the tourism sector in Finland - first priority being supporting sustainable development. To help the tourism industry in Finland to put these strategies into action, together with various stakeholders Visit Finland has developed the Sustainable Travel Finland -programme, designed for tourism companies and destinations in Finland. With focus on all dimensions of sustainability (ecological, cultural, social and economic), Sustainable Travel Finland programme offers Finnish tourism industry a complete toolkit to adapt sustainable practices: a 7-step sustainable tourism development path. Although Sustainable Travel Finland programme aligns with internationally known sustainable tourism programmes and SDGs, it is built in consideration of regional and national development needs. Initially, the current state analyses recognized the following areas to develop: commitment, knowhow, planning, communication, auditing and measuring. Instead of adopting a foreign model to Finland, a national model was designed to address these needs, as well as regional differences. Companies and destinations that undergo the entire programme are awarded with the Sustainable Travel Finland label, providing travel trade and travellers an easy way to identify a tourism actor that takes sustainability seriously and make a responsible choice.