Responsible Outdoor Experiences | Natura Viva Sustainability
Natura Viva has always offered services in nature. We believe it’s important that future generations have the same chance to slow down, learn, and enjoy new outdoor experiences. When you choose Natura Viva, you can trust that our services are produced responsibly.
Our mission is to help people enjoy nature on nature’s terms — easily, safely, and without leaving a trace. We want to promote responsible outdoor recreation, strengthen people’s connection to nature, and make diverse nature experiences more accessible to more people.
Our sustainability vision
Natura Viva provides nature experiences that create lasting value for people, local communities, and nature. We believe responsible time outdoors can strengthen people’s relationship with nature — and, through that, also the willingness to protect it. Future generations should be able to enjoy the surrounding nature in the same way we do today.
How our responsibility shows in practice
Our services are based on muscle-powered outdoor experiences, such as paddling, cycling, and hiking.
We offer outdoor gear and equipment for shared use — active outdoor lovers don’t need to own everything themselves.
We monitor water and energy use and reduce consumption through technical solutions.
We certify our operations through an external third party.
Commitment to continuous improvement
Natura Viva’s sustainability work has been third-party certified since 2020. Certification tools and criteria help us evaluate our operations critically and keep improving. We are currently applying for Biosphere certification and renewing the Sustainable Travel Finland label. In national parks, we operate in line with Metsähallitus’ principles of sustainable tourism.
Our focus areas
Responsible use of resources
Increasing customers’ environmental awareness and strengthening their connection to nature
Minimising environmental impact in protected areas
Strengthening local vitality and responsible cooperation
Responsibility in everyday operations
Low-impact service design
Our activities are based on muscle-powered movement in nature. We avoid motorised outdoor equipment and design services that support health, wellbeing, and low-impact outdoor recreation. We don’t create new routes unnecessarily — instead, we use existing routes and work with local stakeholders, including Metsähallitus in national parks.
Shared-use equipment and circular thinking
Our Season Pass concept helps more people access outdoor gear without having to buy, transport, or store it themselves. Shared use reduces the need for private ownership. When we update our gear and equipment, we sell items removed from our selection onward to extend their lifespan.
Safer and more accessible experiences
Safety is part of responsible service. We advise customers on route choices, weather, techniques, and safe use of equipment. Guided groups are kept small, and our paddling guides are certified professionals. We also aim to make our services as accessible as possible and encourage customers to contact us about individual needs. We run courses that help customers develop their outdoor and paddling skills.
Resource efficiency and waste reduction
We sort our waste. We monitor energy use and take action to reduce unnecessary consumption. Where possible, we use motion-sensor taps, our alarm system reports potential leaks, we use biodegradable cleaning products, and we use LED lighting. In our cafés, we track sales and carry out regular stock takes to reduce waste.
Responsible cooperation and local impact
We work with cities, municipalities, companies, tour operators, and local entrepreneurs. We also support local businesses through purchasing and partnerships. Our goal is to create services that develop the attractiveness of our operating areas — benefiting multiple stakeholder groups.
Results and progress
Certifications
Current status: Natura Viva’s operations have been certified since 2020. We are currently applying for Biosphere certification and renewing Sustainable Travel Finland certification.
Next step: Finalise the Biosphere certification process in spring 2026 and renew the Sustainable Travel Finland certification.
Sustainability communication and customer guidance
Current status: Our website already includes information about sustainability, commitments, goals, and principles. We also encourage responsible outdoor behaviour at our locations, on our website, and in customer messages from our online store.
Next step: Strengthen Natura Viva’s sustainability communication and make it more visible on our website and Natura Viva’s social media channels.
What can you do?
Every visitor plays a part in protecting nature. When you use Natura Viva services, we encourage you to:
Respect other people, wildlife, and protected areas
Follow local nature-related restrictions and use recommended routes when visiting protected areas
Follow litter-free outdoor principles, take your waste with you, and sort it correctly when possible
Choose public transport whenever you can
Ask us for advice if you’re unsure about route choice, weather, or local guidelines
Read our full sustainability policy
This page provides a concise overview of our sustainability work. If you want more information about safety, accessibility, working life, local cooperation, waste reduction, and resource efficiency, please read our full Sustainability Policy.
Read Natura Viva’s Sustainability Policy
Additional information
Third-party certified sustainability work since 2020
Currently applying for Biosphere certification and renewing the Sustainable Travel Finland label
National park operations follow Metsähallitus’ sustainable tourism principles
Practical measures include monitoring energy and water use, motion-sensor taps where possible, leak alerts via an alarm system, biodegradable cleaning products, LED lighting, and waste sorting
Customers are supported with guidance on routes, weather, techniques, and safe gear use; courses are available to build outdoor and paddling skills