GREEN NORTH GSA’s Goals and Practises for Promoting Sustainable Tourism

GREEN NORTH GSA is a brand owned by ToolBox Consulting Ltd. GREEN NORTH brand was established in the year 2012. The following practises are used to secure sustainability of all the activities under the GREEN NORTH brand.

1. Use of Local Services
GREEN NORTH aims to use local services, such as accommodation, dining, and activity providers, for the events and meetings it organizes. This supports the local economy and reduces environmental impact.

2. Equality and Inclusivity
All individuals working in the tourism sector are welcome to participate in the events organized under the GREEN NORTH brand. The staff working at the GREEN NORTH events do not discriminate based on gender, race, religion, disability, or any other factor. The mother company of the GREEN NORTH brand offers inclusivity training for tourism businesses, and it has contributed content to a guide on inclusive tourism. Additionally, the mother company organizes the LGBTIQ+ Travel Workshop.

3. Promotion of Sustainable Tourism
GREEN NORTH brand is used to organize sales events for the Nordic and Baltic travel service providers. The marketing material for the stands emphasise values of the sustainable tourism, and its development. When invitations to the international buyers are sent, buyers who emphasise green values are given priority.
Also, the mother company ToolBox Consulting Oy introduces new, alternative travel destinations in the Nordic and Baltic regions to international buyers instead of mass tourism destinations. This is done through workshops and related Pre and Post Tours for international B2B buyers. Travel to these workshops and tour locations is encouraged via public transportation whenever possible.

4. Year-Round Tourism and Local Employment
By showcasing lesser-known destinations to international B2B tourism buyers, we aim to drive growth in new tourism regions and increase sales and profitability for local businesses. Additionally, year-round tourism can be promoted by organizing events outside of peak seasons. Product development projects in collaboration with different tour operators also support off-season sales growth. Supporting year-round activities helps to create year-round employment opportunities.

5. Supporting Local Culture
Pre and Post Tour excursions for sales events always include elements of local culture. This can include visits to historical sites or museums, concerts, tasting local cuisine, or participating in traditional bread baking. We organize Pre and Post Tours both abroad and in the Nordic and Baltic countries. When tours are organized abroad the purpose of the tour is to increase cultural understanding. A good example of this kind of the tour was a Road Show in Saudi Arabia and Bahrain before Arabian Travel Market Travel Fair in April 2025.

6. Education and Training
ToolBox Consulting Oy organizes both free and paid training sessions covering market specific insights, cultural characteristics, marketing, pricing, sustainable tourism, accessibility, and safety. These training programs aim to enhance the knowledge of entrepreneurs and tourism professionals, improving their readiness for internationalization and profitability.

7. Responsible Procurement and Recycling
GREEN NORTH primarily offers services rather than physical goods, and it does not maintain an inventory. However, when purchasing materials for the GREEN NORTH events, the company prioritizes recyclable items, such as event materials without printed dates, ensuring they can be reused.

8. Virtual Events
GREEN NORTH brand can be used to organizing virtual events. The mother company, ToolBox Consulting Ltd, in collaboration with a Finnish IT company, has developed a digital platform for virtual sales and marketing events in the tourism sector. This platform has been successfully used since 2020. The mother company also has an extensive experience in organizing virtual tours, enabling tour operators to explore new destinations without physical travel.

9. Financial Responsibility
GREEN NORTH operates in compliance with the Finnish Act on the Contractor’s Obligations and is a part of the Reliable Partner 2.0 system. GREEN NORTH also requires its partners to adhere to the same standards.

10. Employee Engagement and Working Methods
GREEN NORTH employees are employed by ToolBox Consulting Ltd. Employees of ToolBox Consulting Oy primarily work from home, minimizing commuting and reducing the company’s carbon footprint. Monthly team meetings are held at the company’s Helsinki office, fostering collaboration. Large projects are managed in pairs to facilitate knowledge sharing and reduce stress. The company utilizes various digital tools to enhance workflow efficiency.

11. Training and Development
Employees conduct training for tourism professionals, including Go Global internationalization programs and various short courses on pricing, media trips, familiarization trips, and system usage. To maintain and improve employee expertise, relevant training opportunities are provided regularly.

12. Internal Audits
GREEN NORTH brand is owned by ToolBox Consulting Ltd that holds a Good Travel Seal certification. The certification includes external audits to verify the company’s sustainable development measures. Additionally, internal audits are conducted to assess and achieve sustainability goals.

13. Event Implementation
GREEN NORTH staff independently plans and executes events without outsourcing event production. By involving internal staff in the entire process, sustainability measures are more effectively implemented. The company prioritizes using venues with sustainability certifications, accommodating guests in eco-certified hotels, and selecting restaurants that adhere to sustainable practices.

14. Waste Reduction and Recycling
Employees commit to reducing waste and recycling materials as much as possible. The company avoids stockpiling physical items, as its primary offerings are services. Marketing materials used at events are designed for multi-year use, and roll-up banners never include printed dates.

15. Energy Efficiency
Employees primarily work remotely, allowing them to choose their place of residence freely. This setup reduces daily commuting. The office, located in a business centre in central Helsinki, is easily accessible by public transport and features energy-efficient appliances and lighting. The office building, from the Jugend era, uses natural ventilation, further conserving energy.

16. Digital Marketing
All the GREEN NORTH marketing material is digital. Printed brochures or other marketing material is no longer produced which reduces paper consumption and environmental impact by relying solely on digital marketing materials.

17. Stakeholder Engagement Communication and Information Sharing
ToolBox Consulting Ltd. regularly organizes international sales events under the GREEN NORTH brand both in Finland and abroad, hosting over 500 B2B buyers and media representatives annually. Sustainable tourism practices are communicated to these stakeholders before each event. For example, participants are informed about the safety of Finnish tap water and encouraged to bring reusable water bottles.
The company shares information on sustainable tourism practices with international travel companies before, during, and after events. Surveys and feedback collection also gather insights into the sustainability practices of international companies and customer willingness to pay more for sustainable services.

18. Collaboration with Local Partners
For each event in Finland, the mother company selects local partners with sustainability certifications, preferably those with the Sustainable Travel Finland label. Local services and products are used at all events. Efforts to minimize waste include reducing food waste by collecting dietary restrictions in advance and providing tailored meals. Conference materials are recyclable, and event raffle prizes are primarily nonmaterial (e.g., gift cards). Sales events are typically held over two days-one on-site and one online-to reduce travel and carbon emissions. Attendees from outside Europe are encouraged to participate online.

19. Sustainability Guidelines and Surveys
Before events, participants receive travel guidelines emphasizing sustainable choices. After events, feedback is collected, including inquiries about foreign travel companies’ sustainability practices and customer interest in sustainable travel options.

20. Certifications and Standards
GREEN NORTH actively communicates its sustainability initiatives and compliance with the Good Travel Seal and Sustainable Travel Finland programs. The company encourages stakeholders to adopt sustainability certifications.

21. Monitoring Sustainability Impact Customer Feedback
Participants receive pre-event travel guidelines emphasizing sustainability. Feedback is systematically collected after each event, including assessments of sustainability measures.

22. Communication and Reporting
To obtain the Sustainable Travel Finland label, companies must hold a certification. The mother company of the GREEN NORTH selected the Good Travel Seal, which evaluates business sustainability. The certification requires uploading company practices onto a platform, where independent auditors assess sustainability performance. Certification is renewed biennially, requiring continuous reporting and improvements.

23. Monitoring Partners’ Sustainability Practices
As sustainability is our core principle further advancements require continuous development. The company gains new sustainability insights by monitoring partner organizations’ best practices.