This paper discusses experiences of a university-industry project that aims to enhance sustainability and carbon neutrality in hospitality in Finland. The project focuses on supporting small- and medium-sized enterprises to move towards carbon neutrality and sustainability. The paper discusses its background and the state of sustainable tourism in Finland. It demonstrates the process and results of needs analysis, using existing data, and outcomes of the collaboration and actions towards carbon neutrality.

Stakeholders involved are enterprises, local tourism organizations, Visit Finland (the national tourist organization), and two universities. The project is funded by Helsinki-Uusimaa regional council and participating municipalities.

The quest for carbon neutrality, sustainability and transferring to circular economy are current issues demanding action. Humans have long used nature resources for their own benefit, regardless of the consequences. We are starting to experience the consequences with climate warming and diminishing resources. Globally and internationally states strive to hurdle climate change through various climate actions e.g. UN 2030 Sustainable Development Goals (SDGs). Furthermore, nations and industries have made their own agreements and claims to rescue humanity from destruction. Finland has a goal of becoming carbon neutral by 2035 and different regions within the country have their individual roadmaps for carbon neutrality. Glasgow Declaration on Climate Action in Tourism is an initiative with the goal of speeding up climate action. The Glasgow Declaration has set a goal of halving emissions by 2030 and reaching zero emissions by 2050. The declaration entails a plan of actions including that signatories must publicly report their actions. It also has an aim of encouraging all tourism stakeholders to collaborate towards these goals.

The main objective of Carbon Neutral Experience 2.0 project is to continue the process of making Uusimaa's tourism sector carbon neutral by 2030. The project helps entrepreneurs develop skills by providing direct training, coaching sessions, and producing low-carbon tourism-related learning contents. The project teams design the actions via researching the target groups, and planning training, coaching and content according to the needs. During the first year of activities, and by November 2024, the project has interviewed ca. 220 enterprises and reached ca. 120 participants in workshops and seminars.

Furthermore, the project promotes the renewal and diversification of the tourism industry in the region using circular economy and change capacity. The aim is to enhance development of sustainable tourism as a competitive factor for entrepreneurs in the region, hence enhancing the vitality, attractiveness and growth of the sector and creating new jobs. Sustainable Travel Finland program (STF) with the target of achieving STF label indicating that the travel company or destination is committed to sustainable development and that it takes action to mitigate the impacts of travel on the planet, people, and our local communities.

Keywords: Sustainability, carbon neutrality, life-long learning, regional development, circular economy.