As Nordic countries look to tourism for regional development, especially in rural areas, there is a growing need to ensure that the benefits of tourism are broadly shared—and its social consequences better understood.

This publication is the second in a two-part series on Socially Sustainable Rural Tourism, commissioned by the Nordic Thematic Group for Green, Innovative and Resilient Regions. The first report established a conceptual and policy-based understanding of social sustainability in tourism. This follow-up turns to practice, presenting eight case studies from across the Nordic Region.

Through interviews and field visits, the research team explores how tourism policies are being implemented on the ground. What emerges is a mixed picture: community engagement and sustainability are frequently cited in strategies, yet implementation is often uneven. The report identifies governance structures, seasonality, and local participation as crucial to making tourism a tool for social sustainability.

Key insights from the Nordic case studies

• Salla, Finland
  A remote municipality that sees tourism as a complement to community life, not a replacement for it. Controlled growth, strong local leadership, and environmental stewardship have helped Salla develop tourism without sacrificing its identity.
• Lofoten, Norway
  A world-renowned destination where overtourism presents daily challenges. The region is shifting toward regenerative tourism, yet smaller communities feel the burden without always seeing the benefits. Governance structures are in place but strained by volume and complexity.
• The High Coast, Sweden
  Tourism is growing fast, and local pride remains high. Efforts focus on balancing nature conservation with hospitality by nudging visitor behaviour. Local involvement is encouraged, but infrastructure and capacity remain concerns.
• Åland
  Tourism strategies emphasize sustainability and tradition, but demographic and economic shifts create pressure. Key challenge: retaining young residents and ensuring that tourism complements—not replaces—local life.
• Faroe Islands
  Tourism is viewed as a way to support rural livelihoods and cultural preservation. But questions around limits and carrying capacity are becoming more urgent. Clearer planning and stakeholder dialogue are needed to balance openness with protection.
• Greenland (Ilulissat)
  A fast-growing cruise tourism industry is testing local infrastructure and trust. There’s strong interest in sustainable development, but governance remains fragmented. Building local ownership and decision-making is essential.
• South Iceland
  The region struggles with high seasonality and concentrated visitor flows. Strategies focus on redistributing tourism and highlighting lesser-known areas. Social sustainability efforts are underway but need further coordination.
• Billund, Denmark
  Tourism is well-established and integrated into municipal planning. Strong public-private cooperation enables targeted development, but ensuring community benefit beyond the tourism sector is an ongoing task.

Cross-cutting recommendations for policymakers

• Strengthen local governance: Community trust and coordination between actors are key. Municipalities must be resourced and empowered to shape tourism in line with local needs.
• Invest in year-round tourism: Reducing seasonality improves employment stability and social cohesion.
• Define and measure social sustainability: Standardised indicators are needed to track community impacts, not just economic outputs.
• Encourage regional cooperation: Sharing practices across borders helps address common challenges in different contexts.