Nature-based well-being: Nordic wellness tourism

The aim of this presentation is to highlight the meaning of nature in wellness tourism offering in Nordic countries. As wellness tourism generally refers to luxury hotels offering rejuvenating and pampering services,... [ view full abstract ]

The aim of this presentation is to highlight the meaning of nature in wellness tourism offering in Nordic countries. As wellness tourism generally refers to luxury hotels offering rejuvenating and pampering services, well-being tourism may contain services from a wider scale, not necessarily being luxury. Well-being offering may include pampering, activities and experiences of luxury, but may more often refer to culture, nature, peace and quiet in the countryside, referring to emotional motivations, such as connection with community or nature, relaxation and energy balancing. Nature, especially forests have been proved to have beneficial effects on the physical and mental health and well-being of human beings. Terms such as nature therapy and forest therapy have got lots of attention especially in Japan and recently also in Europe. The national tourism marketing organization promotes Finland as a tourist destination with three core values, which are "Silence, please", "Wild & Free" and "Cultural beat" (Visitfinland.com). “Wild & Free refers to all-year-round nature based activities, and “Silence, please” presents Finland as a counterpart to hectic urban life, a destination where the visitors can enjoy peace and quiet and have space to breathe (Visitfinland.com).