Helsinki has been working closely with the tourism and events industry to develop products based on the principles of regenerative tourism since spring 2025 . Regenerative tourism is an approach that takes responsibility for the destination and aims to leave it in a better state than before the visit, both from an environmental perspective and the point of view of the locals.
During the CityDNA conference on 22–24 April, products and experiences developed in Helsinki will be piloted for the first time with a wider range of users.
“It will be wonderfull to host the CityDNA conference and hundreds of colleagues from all over Europe in Helsinki. Tourism in Helsinki is growing strongly, and it will be great to have the chance to showcase our investments, especially in sustainable tourism and happy visitor experiences," says Tourism Director Nina Vesterinen from the City of Helsinki.
Regenerative tourism to enhance the wellbeing of both destinations and visitors
Helsinki has developed regenerative tourism products together with Finlandia Hall, the Messukeskus Expo & Convention Centre, Korkeasaari Zoo, the Governing Body of Suomenlinna, the Ehrensvärd Society and SOWL Nature Wellbeing, to name a few. Participants at the CityDNA conference will be able to test some of the products developed.
The idea behind regenerative tourism is to create not only economic value but also social, cultural and environmental wellbeing, and to make Helsinki a better place than it was before the visit.
At Messukeskus, for example, participants will have the chance to create new products and collective art from used trade fair materials such as carpets and advertising banners. In Suomenlinna, visitors will be shown what it means in practice to preserve a World Heritage Site and how each visitor can participate in the maintenance and protection of the site.
In Lapinlahti Park, a forest bathing programme supporting individual wellbeing will be piloted for conference guests.
“Urban nature is an essential part of wellbeing and happiness in Helsinki. In this pilot, we invite conference guests to stop and experience it for themselves with all their senses in an urban forest clearing in the historic park of Lapinlahti Hospital – a place where the healing and regenerative power of nature has been cherished for almost 200 years,” says Kaisu Maijala, owner of SOWL Nature Wellbeing.
In addition to this, the Helsinki-kaveri (‘Helsinki buddy’) concept will be piloted with Central Library Oodi. A local buddy from Helsinki will act as a guide in Oodi, introducing international visitors to the library's diverse activities. At the same time, visitors will get a glimpse into the everyday life and culture of Helsinki residents.
CityDNA to bring international tourism professionals together
The City Destinations Alliance conference and General Assembly will bring around 200 tourism professionals from all over Europe together in Helsinki. The theme of the conference is ‘The Human Pulse of Place and Purpose’, and it explores how tourism can better support urban quality of life and create social value.
The three-day conference will cover topics such as the impact of digitalisation and artificial intelligence on tourism, the involvement of local communities and new ways to measure tourism success. The conference will feature a keynote speech by international expert on urban development, Professor Greg Clark.
