Now the revised and upgraded sustainability label of Swedish nature and cultural experiences - Nature's Best® is open for more companies to join. The quality label's criteria has been revised based on the Global Sustainable Tourism Council (GSTC) criteria for sustainable tourism and new thematic criteria, such as hiking, cycling, accommodation, Sami tourism and culture, have been added.
"We see that more and more sustainability-labeled nature and cultural tourism companies strongly contribute to Sweden's attractiveness and strengthen the position as an international role model in sustainability and the fulfillment of the goals in Agenda 2030," says Joakim Hermanson, Secretary General, Naturturismföretagen.
Pär Innala, labeling manager at Naturturismföretagen describes that members from all over the country are now knocking on the door to start the application process. There is great interest from the entire industry and since December 2020, the digital application tool is open to nature and cultural tourism entrepreneurs.
"Nature's Best contributes to the companies' sustainable business development and also ultimately ensures that the conscious and responsible guests, both domestic and international, get more sustainable Swedish nature and cultural experiences to choose from," says Pär Innala.
Brief summary of the news in Nature's Best® 2.0
The quality label will apply to the entire company, not just experiences.
The criteria have been revised based on the Global Sustainable Tourism Council (GSTC) criteria for sustainable tourism.
New thematic criteria are added - accommodation, Sami tourism, culture, hiking and cycling.
Future revisions will be made based on when GSTC revises their criteria.
Return visits with advice and coaching for continued sustainability work will be made with companies who already work with the Nature's Best label .
The Nature’s Best's website will be a portal with inspiration for sustainable experiences and links to the branded companies own websites where facts about various experiences and events are presented and booked.
The requirement for a compulsory basic course disappears, but remains an option.
The application is made in a digital interactive e-learning tool with training, criteria, information, templates and chat tool which is answered by the person responsible for the label.
Application periods disappear, companies can apply at any time and work on their application ongoing.
The labeling committee has been removed and together Nature’s Best Advisors along with the labeling manager make decisions regarding approval. The appeal process is managed through the steering group.
For more information contact
Pär Innala, labeling manager, Naturturismföretagen. email@example.com,
Nature's Best® ensures the quality of the ecotourism company operations. The label serves as a guide for responsible travelers and as a concrete and proven tool for sustainable tourism and sustainable business development for entrepreneurs.
Nature's Best® is based on six basic principles:
1. Respect the limitations of the destination - the least possible wear and tear on nature and culture.
2. Benefit the local economy.
3. Environmentally adapt the entire activity.
4. Contribute actively to nature and cultural protection.
5. Invest in joy of discovery, knowledge and respect.
6. Quality and safety on the trip.
These form the basis for Nature's Best® 100 basic criteria and Nature's Best® Destination Analysis, Nature's Best® Environmental Plan and Nature's Best® various thematic criteria.
The Global Sustainable Tourism Council (GSTC) implements the GSTC criteria (global standards for sustainable travel and tourism) and acts as the international accreditation body for sustainable tourism certification. The criteria are used for education and awareness raising, decision-making for companies and authorities and other types of organization, measurement and evaluation and as a basis for certification.
Read more about Nature's Best HERE >>
Revision and upgrading of Nature’s Best® has been done in part with funding from the Swedish Board of Agriculture, the European Agricultural Fund for Rural Development and the Västerbotten Region through the project Sustainability and ecotourism in practice.