Henna Konu appointed as Professor of Tourism Business at the University of Eastern Finland

Regenerative tourism is the sector’s emerging trend

Regenerative tourism does not solve the problems of mass tourism but advancing it could be one way to reduce the negative impacts of tourism, in the era of climate change and biodiversity loss, says Professor of Tourism Business Henna Konu. Regenerative tourism is still a niche phenomenon in the tourism sector, but the Nordic countries are one of its pioneers.

Konu is involved in a Nordic project that, together with tourism entrepreneurs, develops tourism products that support biodiversity. In the pilots, tourists have been able to, for example, build snowbanks to help the Saimaa ringed seals’ nesting and participate in a cow camp where they learned about traditional agriculture and its impact on traditional biotopes. 

“The Saimaa ringed seal tourism pilot is a good example of how tourism can be based on a place and its unique characteristics. Tourism can contribute to the conservation of the Saimaa ringed seal, while also incorporating various experiential elements. These can draw on local knowledge and stories, as well as research insight produced at the university.”

Regarding regenerative tourism, the USMA project is also currently underway in North Karelia. The project aims to increase understanding of regenerative tourism, identify  related information needs from the sector and communicate information to the stakeholders.

“It also aims to contribute to preserving biodiversity and cultural environments through tourism.”

Small steps towards more sustainable tourism

In her research, Konu focuses not only on regenerative tourism but also on the role of nature in experiential tourism services, the responsibility of tourism companies, the development of experiential services and the role of tourism as part of the bioeconomy. Konu is particularly interested in the role of the tourism sector in maintaining and enhancing its operational environment.

“The planet cannot withstand the continued growth of tourism. However, in research and education in the tourism sector, we strive to highlight small steps in the right direction.”

In tourism, sustainability has so far largely meant considering that tourism would not cause harm at the destinations. In regenerative tourism, the perspective shifts more towards how tourism could positively support the well-being of the local community, the culture and environment of the place, while also being profitable from a business perspective.

“In regenerative tourism, we look at tourism as a system that is not separate from other operations and the environment. We hope to inspire travellers to adopt a more sustainable mindset, as well as to encourage reflection on where to travel, why and for how long.” 

First contact with tourism business through the childhood home

In one way or another, travel has been a part of Konu’s life since childhood. In the family business, Konu was daily involved with the everyday life of tourism.

“In the summers, I worked as my mother’s summer substitute and planned package tours for bus groups, among other things. Of course, we also travelled with my family, but when I was younger, I wasn’t sure that the tourism sector would be my thing.”

After upper secondary school, Konu started studying geography at the University of Joensuu. In addition to traditional physical geography, the studies offered a variety of perspectives on geographical phenomena. The extensive minor subject offering provided an opportunity to study marketing and history, among other things.

“Eventually, this interest in tourism led me to take up tourism studies at the Finnish University Network for Tourism Studies. Alongside my studies, I first did a couple of months of practical training at the Finnish Forest Research Institute in Koli National Park, after which I continued working at the Nature Centre for a few years.”

In her Master’s thesis, Konu examined how regional ecolabels affect the consumer behaviour of tourists.

“The theme was already more related to business studies.”

Practicality of tourism research is fascinating

After graduation, Konu received funding for research in which she examined the impact of ecolabels on the consumer behaviour of tourists in three European national parks.

“When my work in Koli ended in 2006, I received a call from my other thesis supervisor, who offered me a job in a tourism development project at the Savonlinna Training and Development Centre of the University of Joensuu.”

Konu has been a tourism researcher for 20 years. The subject fascinates her because of its practical themes. For example, joint projects with tourism companies have been used to develop products and services. The research has also made it possible to share the results more widely to tourism stakeholders.

“Research and development work with companies is rewarding. It allows you to get to know many types of tourism companies and stakeholders and to broaden your perspective.”

Local tourism offering can hold surprises for the upcoming summer season

Nature tourism and sustainability issues fascinate the tourism researcher not only for personal reasons but also more broadly because of the special characteristics of Finnish tourism.

“Growing up in a small village, the natural environment has always been important to me. Also in Finnish tourism, nature has always played a key role, so it is important to consider the role of the tourism sector in maintaining its operational environment.”

In her everyday life, Konu aims to avoid flying in leisure travel and prefers local destinations.

“It is important to raise tourists’ awareness of the impacts of their choices. It is also a good idea to consider whether you are talking about things in a negative or positive way. I personally think that tourism should be discussed in terms of meaningful experiences and, this way, we should try to steer people’s choices towards a more sustainable direction.”

But what destinations would the tourism expert recommend to Finns for the upcoming summer tourism season?

“I would warmly encourage people to explore the tourism services in their local area. I have also been surprised by the variety of offerings available. At the moment, I dream of a midnight horseback ride in Northern Finland.”

Henna Konu

Professor of Tourism Business, University of Eastern Finland, from 1 May 2026

• Doctor of Science (Economics and Business Administration), University of Eastern Finland, 2016
• Licentiate of Science (Economics and Business Administration), University of Eastern Finland, 2014
• Master of Science, University of Joensuu, 2006 
• Title of Docent, nature-based tourism business, University of Eastern Finland, 2021

Key responsibilities

• Associate Professor, University of Eastern Finland, 8/2022–4/2026
• Senior Researcher, Natural Resources Institute Finland, 1/2021-8/2022
• Researcher, Natural Resources Institute Finland, 12/2018-12/2020
• University Researcher, University of Eastern Finland, 1/2017–11/2018