The Future of Tourism: what Helsinki and Gothenburg teach us about real sustainability progress

This conversation was inspired by the "Score is Not the Story" whitepaper that emerged from the VivaCITY program. 

As destinations worldwide grapple with the political complexity and accelerating demands of sustainable tourism, few cities offer clearer roadmaps than Helsinki and Göteborg —two Nordic leaders whose long-term commitment to environmental, social, and economic stewardship has reshaped what meaningful progress looks like. 

On this episode of the Future of Tourism podcast, we’re joined by two global tourism leaders representing the top two destinations in the GDS-Index. Jukka Punamäki, senior advisor at Helsinki Tourism & Destination Management, and Katarina Thorstensson, stability strategy and destination development at Göteborg & Co., explore their sustainability journeys, how indexes helped measure success, and what impact sustainability has had on their destinations. 

Tune in For Big Ideas 

• Sustainability indexes are valuable, but not the whole story: The GDS Index has been essential for Helsinki and Göteburg as a framework for progress, alignment, and accountability, but both destinations emphasize that sustainability success is ultimately about tangible outcomes, not rankings alone. 
• Both cities have spent more than a decade building capacity and culture: For both Helsinki and Göteburg, sustainability has been a long-term effort requiring coordination across departments, suppliers, city staff, and industry partners. The index became a tool to place sustainability “on the right desks,” enabling systematic change across the destination.  
• Sustainability recognition brings real business value: Helsinki emphasizes that being ranked first on the GDS Index is directly valuable for B2B tourism, especially for meetings, conventions, and events.  
• Göteburg’s work led to UN recognition and a two-year partnership: Göteburg’s sustained leadership in sustainability strategy, destination management, and repeated GDS Index wins attracted the attention of the United Nations Office of Partnerships. The city is now designated as a UN Sustainability Hub, tasked with showcasing local solutions to global challenges. 
• Artificial intelligence (AI) is emerging as a critical tool: Both cities believe AI will be central to the next decade of climate and sustainability work. Helsinki has already launched a custom AI-supported carbon footprint calculator for tourism experts, helping them measure their emissions and receive tailored next-step guidance to reduce the reporting burden that often limits small business participation.