Ruka Adventures' sales manager: “Companies collaborate to maintain a unique atmosphere”

For Ruka Adventures' customers, animal welfare is a key criterion when booking trips

Although many still want to go snowmobiling, Ruka Adventures encourages its customers to also choose activities that involve muscle power.

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.

Originally from Latvia, Edgars Labors came to Finland 12 years ago to study international business at Kajaani University of Applied Sciences. He first came to Ruka as a seasonal worker but eventually advanced to sales manager and operations manager at Ruka Adventures.

He finds it difficult to describe Ruka's unique atmosphere in words. You have to feel it yourself.

– When you step out of your office or home, you only need to take a few steps to be surrounded by stunning nature, just with your own thoughts. I also enjoy the silence in Ruka, Labors says.

Labors is also impressed by how companies in the Ruka-Kuusamo area collaborate to maintain the unique atmosphere.

– We constantly come up with new ways to enjoy the special features of the area. Together, we elevate the destination to new levels, Labors rejoices.

International customers value certifications

According to Labors, sustainability has guided Ruka Adventures' operations from the start, offering various activities year-round. The company intended to apply for the Green Activities certificate, tailored for program service companies, earlier. However, after the pandemic, all resources had to be directed first to restarting operations.

In the summer of 2023, Ruka Adventures completed the audits required for the Green Activities certificate. They received the Visit Finland STF certificate in February 2024.

– The STF program offers a wealth of information, guidance, and directions that help us determine if our operations are genuinely sustainable. The entire Ruka-Kuusamo area aims to be sustainable, and by setting an example, we strive to convince other companies that joining the STF program is worthwhile, Labors explains.

According to Labors, the STF program provides thorough and easy-to-understand instructions for completing each step. Although the paperwork is not challenging, it does require time.

It is still too early to assess how customers value the company's sustainability efforts. Labors believes the STF label will be especially helpful for international tour operators in their sales efforts.

– We aim for the companies we purchase services from to be local and as responsible as possible. It would be beneficial if we could also prove this with certifications to our international tour operators. That's why it's essential to get all the area's operators involved in the STF program, Labors notes.

Monitoring the development of e-snowmobiles closely

Ruka Adventures offers hiking, whitewater rafting, river floating, canoeing, and fishing in the summer. In winter, they take customers on snowmobile safaris, northern lights trips by sleigh or snowshoe, ice karting, ice fishing, and sauna visits. The company also organizes visits to reindeer and husky farms.

The criteria for sustainability vary between activities. On hikes, a responsible choice means, for example, offering drinks in reusable cups instead of disposable paper ones.

In reindeer and husky activities, they work with farms that take good care of their animals. Working with long-term partners, Labors has become familiar with the conditions of the animals. For most of Ruka Adventures' customers, animal welfare is a key criterion when booking trips. Customers are interested in what the animals are fed, how they are trained, their workload, what their resting places look like, and how well they are maintained.

– Animals are not just a means to make money for the company; they are their friends. You can ask the farm owners anything about the animals, and they will be able to answer, Labors says.

While many customers still want to go snowmobiling, Ruka Adventures encourages them to also choose activities that involve muscle power. In snowmobile purchases, Ruka Adventures prefers four-stroke models with an eco-driving mode that reduces fuel consumption compared to older models. Customers are instructed to drive snowmobiles as ecologically as possible, conserving fuel and driving safely on marked trails only.

– We have been monitoring the e-snowmobile market for several years and even did test drives last year. However, it is not yet possible for us to switch to them due to factors like price and safety. Additionally, more charging stations are needed in Ruka. We will continue to monitor the situation, and when a suitable option is found, we will consider investing in them, Labors explains.

Many sustainability-promoting measures simultaneously raise the level of responsibility in multiple activities. Social responsibility aspects are also considered and developed. For example, guides are primarily locals. Employee benefits are the same for all workers, and they strive to offer year-round contracts.

– If someone wants to develop their skills, we provide free training for our employees. Employees can also borrow our snowmobiles and equipment during their free time, Labors says.

Published: 5.8.2024
Text: Pauliina Toivanen
Photos: Ruka-Kuusamo Tourist Association