Rukapalvelu’s Customers Are More Conscious: The Best Experiences Also Promote Nature’s Well-Being

Rukapalvelu’s Responsibility Manager enjoys self-Reflection: “It also builds customers’ trust”

Some customers no longer want to participate in programs that use gasoline-powered vehicles. Northern lights tours are preferably done on foot, with snowshoes, or by floating in the river.

Tourism in Ruka-Kuusamo is founded upon the region’s magnificent natural attractions. Hence, the promotion of responsible tourism is especially important for local tourism businesses. Through the Sustainable Travel Finland program (STF) by Visit Finland, companies can incorporate sustainable practices and responsible choices into their daily operations.

For Mari Hanhela, sales assistant and responsible for sales and sustainability at Rukapalvelu, nature’s well-being and living in harmony with the seasons have always been essential for a happy life. Nature’s rhythm sets the pace for what and when things are done – both at work and in leisure time.

Authenticity, locality, and environmental friendliness have also been guiding values for Rukapalvelu since Jokke Kämäräinen founded the company 35 years ago. Today, Rukapalvelu is one of the largest program service companies in the Ruka-Kuusamo area.

– We believe the best experiences are had close to nature, in the beautiful landscapes of Kuusamo. Without clean and vibrant nature, there would be no nature tourism in Ruka, says Hanhela.

Like many other program service providers, Rukapalvelu began its sustainability journey with the Green Activities certification. A Green Activities certified company commits to continuously improving its sustainability and reporting on it with an annual reapplication. Visit Finland’s STF program was a natural next step, attracting attention due to its reputation and good standing.

Today, the company develops its socio-cultural, ecological, and economic sustainability guided by a sustainable tourism development plan. Based on the plan, concrete, measurable goals are set and regularly evaluated. Even for large program service companies, sustainability is built piece by piece through individual measures.

– I started working at Rukapalvelu last fall, and we already had a lot in place. Achieving the STF certification mostly required verification and clarifying communication to customers and stakeholders, Hanhela explains.

Customers are more aware of sustainability issues

According to Hanhela, Rukapalvelu’s customers are now very aware of sustainability issues. Some customers no longer want to participate in programs that use gasoline-powered vehicles. They also appreciate that activities are provided by local operators.

– Especially northern lights programs on foot or with snowshoes, as well as evening river floating, are popular, Hanhela says.

Recently, Rukapalvelu has also focused on collecting feedback. They strive to get feedback from every customer about the safety and entertainment value of the program and the overall experience.

– We aim to ensure our customers have enough leisurely time in nature. We tell them about the local culture because we want to respect the original theme and atmosphere of the destination. That’s why the food and the buildings at our wilderness camps are traditional, Hanhela explains.

Hanhela hopes that in addition to activities, the company will also certify its hotel and restaurant operations in the future. Compared to program services, this will require significantly more groundwork and resources. However, Hanhela finds the work inspiring.

– It’s always nice to develop oneself and the company’s sustainability and gain new perspectives. The STF program is a pleasant path to examine our operations and simultaneously build customers’ trust with the verified STF mark, Hanhela concludes.

Published: 8.8.2024
Text: Pauliina Toivanen
Photos: Ruka-Kuusamo Tourist Association