Sustainable Travel in Verla

According to UNESCO's definition, sustainable tourism is tourism that considers both current and future economic, social, and ecological impacts, focusing on the needs of visitors, businesses, the environment, and local communities – as defined by the UN-affiliated World Tourism Organization (UNWTO).

Principles of Sustainable Tourism

Verla is committed to the common principles of sustainable tourism for Finland's UNESCO World Heritage Sites and Metsähallitus's nature services, which were developed in 2016. These principles are considered in all our activities and cooperation with tourism entrepreneurs:

1. We support the preservation and promotion of site values.
2. We minimize environmental impact.
3. We strengthen local identity.
4. We promote the well-being and health generated by the site.
5. We promote local economic growth and job creation.
6. We communicate the site's values and services together.

In collaboration with the Association of World Heritage Sites in Finland, site-specific sustainable tourism metrics and monitoring models were developed in 2019-2020. These metrics are based on the common principles of sustainable tourism. The data used includes visitor surveys conducted in 2018 and 2023.

Preservation and Protection of Site Values

The first principle of sustainable tourism influences all our actions. Verla is well-protected, with 30 buildings legally protected and newer buildings addressed in a partial master plan that came into effect in 2020. The site owner, UPM, has actively ensured that the protection of the site meets the requirements of its World Heritage values: UPM itself sought protection for the site's buildings, and the plan was initiated by UPM. Protection has been implemented at a practical level. UPM has made several significant investments to support the long-term preservation of the site: key buildings have fire protection, a protective dam was completed in 2015 to prevent water from entering the factory, and the heating system was restored to the factory buildings in 2018. Buildings, structures, and the environment are maintained long-term and systematically.

Accessibility

Verla is located far from major roads and is only partially accessible by public transportation, so many visitors arrive by car. Therefore, since summer 2018, there has been an electric vehicle charging point for KSS Energy cars in the parking area.

A downloadable and printable walking guide is available online for exploring the workers' residential area of the World Heritage Site. This allows visitors to explore the site freely throughout the year without charge. The guided historical path on the factory area also encourages self-guided exploration year-round.

Ecological Sustainability

We aim for energy with minimal emissions. The factory museum's heating system uses wood pellets, and in 2020, we switched to clean hydroelectric power from Verla's hydroelectric plant for operational electricity. Pressure-reducing valves have been installed in the main water pipes to reduce water usage. Additionally, a broader recycling system for waste management was implemented in 2021. In the fall of 2021, a 28.4 kWh solar power system was installed on the roof of the stable building adjacent to the museum area, providing about 20% of the museum area's electricity needs.

Visitor Well-being

Many visitors have noted that Verla's quietness and tranquility are experienced as positive values, meaning its remote location is not solely a weakness. In cultural sites, well-being is also derived from experiential aspects. At Verla, this involves connecting with past generations and personal roots. The museum's multilingual guided tours and independently experienced routes within the World Heritage area are central to our efforts in producing intangible cultural well-being. The beautiful environment and nature of the area also play a crucial role in enhancing visitor well-being.

We encourage visitors to enjoy the forest, which is important at Verla from a cultural-historical perspective. The Verla Forest Path showcases responsible forestry today and allows visitors to enjoy a peaceful forest experience.

Local Economic Significance

Verla is a significant local economic actor: the site provides about 20 jobs during the season. Additionally, the maintenance and repairs of the site employ several people annually. The local economic impacts of tourism consist of visitor spending at the site and its surrounding area, as well as indirect, direct, and multiplier effects from consumption. The Association of World Heritage Sites in Finland coordinates a unified visitor survey and local economic study for Finland's World Heritage Sites, conducted in 2018 and 2023. According to the latter, the total revenue impact of tourism at the site is €2.7 million per year, and the employment impact is 23 person-years.

Sustainable Travel Finland

The UPM Verla Factory Museum was awarded the Sustainable Travel Finland label by Visit Finland in January 2021. This recognition reflects the valuable and long-term work done in promoting sustainable tourism. At the end of 2022, the Verla Factory Museum renewed its STF label until December 2024. Currently, the Verla Factory Museum is building towards an EcoCompass certification and will renew its STF label accordingly.

Sustainable Travel Finland is Visit Finland's sustainable tourism program, aiming to provide destinations with a concrete toolkit for sustainable tourism and a model for continuous development. Learn more about the Sustainable Travel Finland program here.