Local labels that have built-in systems to suit the local context but that also meet international criteria such as GSTC, represent a good combination and opportunity to achieve what we all want, to be part of the transition and contribute to a sustainable tourism industry

Anna-Lenna WallinAnna-Lenna Wallin is a Destination Developer and Sustainability Strategist for Järvsö, the first destination in Sweden to achieve silver status in Earthcheck's certification program. Ms Wallin has worked since 2012 with the hospitality industry and is responsible for the ongoing certification work via Earthcheck at Järvsö. She is also a board member of The Swedish Society for Nature and Ecotourism and has worked with the Nature’s Best® label, Sweden’s only sustainability label for nature-based experiences, for over 20 years. Ms Wallin was a speaker at the GSTC2023 Sustainable Tourism Conference in Antalya, Türkiye (9-12 May, 2023), an event Ecoclub.com had the great pleasure of supporting as Media Partners. 

Antonis Petropoulos - Ecoclub.com: Sweden is the first, or one of the first, countries to pass serious environmental legislation since the 1960s, and famously hosted the first UN Conference on the Environment in 1972 that led to the creation of UNEP. DId this general environmental-awareness of Sweden influence you in choosing a sustainability-related career in Tourism, or were you mostly fond of Tourism & Travel?

Anna-Lenna Wallin: My driving force is, and has been, to develop the place where I can thrive, live and work. The hospitality industry is an interesting and fun branch, and, precisely for our location, it is also part of our development.

Antonis Petropoulos - Ecoclub.com. So we understand that hospitality is important for Järvsö. But why did such a rural destination working with domestic tourism, primarily active families with young children, choose to get certified and how (and by whom) was the decision taken? 

Anna-Lenna Wallin: The industry, through the destination company, already formulated in 2012 that we want to become Sweden's first sustainability-certified destination. It was later presented to the Municipality and adopted by the Political authorities. Crucial to our certification and our ongoing work is the collaboration between the municipality, industry and civil society. We want to drive the development of this place in the best possible way and we found now and then that a certification helps us keep that line and monitor all aspects of sustainability