Project Virtual Nature – Supporting the Digitalization of Finnish Nature Tourism Through Immersive Technologies

Text by Janina Rannikko

Project Virtual Nature – what did we achieve?

The Virtual Nature project (formally Digitalisaatio ja asiantuntijayhteistyö kestävän luontomatkailun edistäjänä) was launched in 2023 as a two-year initiative with the strong ambition of advancing the digital transformation of nature tourism in Finland in the aftermath of the coronavirus pandemic. The project aimed to support tourism operators in developing innovative virtual nature experiences for international markets, piloting these solutions with diverse target groups, and exploring new global sales channels. In parallel, it sought to reinforce national cooperation by uniting nature tourism operators with expert organizations, thereby laying the groundwork for a more sustainable, forward-looking, and globally competitive nature tourism sector.

Together, Metropolia, Haaga-Helia, and Humak Universities of Applied Sciences led the project, organizing both informative and hands-on cooperation workshops, building digital applications for nature tourism, testing them with customers and international partners, publishing outcomes of the activities as articles, and strengthening cooperation between various stakeholders.

Although each partner had a distinct role in the project, most activities were carried out collaboratively, blending expertise across institutions. The Haaga-Helia team contributed its knowledge of the travel and tourism sector as well as expertise in service design and user testing, while Metropolia’s team focused on the technologies and development of virtual applications. Humak’s initial role was to integrate adventure education, but the team also engaged extensively in experimenting with 360° solutions. Overall, it is rare for a project team representing three different organizations to collaborate as closely as was achieved in this project.

Surprises on the way

In the wake of the coronavirus lockdowns and the growing popularity of virtual products, the initial idea behind the project was that this was the right moment to place greater emphasis on digitalization in nature tourism. However, it soon became evident that the transition was not as straightforward as expected. We encountered either reluctance to connect nature experiences with digitalization or, conversely, overly ambitious ideas that far exceeded the resources available to us. While bold and imaginative ideas are not inherently problematic, in fact, they are essential for sparking innovation, the passive attitude toward new virtual products proved to be a greater challenge. The main reasons for this hesitation included a limited understanding of what was technologically possible, a lack of initial ideas on where to begin, insufficient resources to invest in new products, and doubts as to whether such advanced solutions would deliver more benefits than costs. 

To address the lack of understanding about what could be achieved, we organized a workshop series on virtual reality, augmented reality, and immersive spaces. This was followed by a three-part workshop series for companies to further develop their own concepts. From there, we began collaborating with selected companies to create pilot products based on their ideas. 

Virtual Nature workshop at Helsinki XR Center. Photo by Janina Rannikko.

Over time, we also recognized that many of the solutions initially envisioned were too advanced for the current stage of digital readiness in the sector. Therefore, in the project’s second year, we chose to focus more on virtual map tools and 360-degree solutions. From the project’s perspective, even simple improvements, such as enhancing websites with 360-degree material to improve accessibility or developing interactive mobile applications, are sufficient steps to significantly increase the digital maturity of small nature tourism companies.

Practicing filming 360-material at Vihti. Photo by Janina Rannikko.

The grand scheme for Finnish nature tourism

While most of the pilot products created during the project were small-scale tests with micro-companies, we also developed one larger-scale concept in collaboration with several partners: the Luontotaitosimulaattori (Nature Skills Simulator). The idea was to design an application accessible across multiple devices, from mobile phones to virtual reality headsets. Its content would combine immersive experiences with educational elements for international tourists, while also serving as a marketing and showcase platform for tourism companies. The long-term vision was to cover all of Finland’s national parks and provide users with a rich, interactive introduction to Finnish nature and the skills needed to enjoy it.

Filming 360-material in Nuuksio National Park. Photos by Jenna Kärkkäinen.

Metropolia’s development team created a virtual reality pilot application that included three test scenes exploring different ways of experiencing nature. As the work was carried out with companies from the Nuuksio area, the content was inspired by Nuuksio National Park. The first scene featured a 360-degree forest image combined with a 3D-modelled forest in the center, where users could encounter elements of the Finnish forest, such as a moose, and even step into a tent. The second scene was a 360-degree video from a rowing boat, where users could virtually join a boat trip with a guide explaining the surrounding landscape. The third scene was a mini-game focused on mushroom picking, where players identified edible mushrooms while removing poisonous ones. Among these, the life-sized moose drew particular attention, fascinating and even slightly intimidating our Chinese colleagues. 

A moose in the final camping scene of Luontotaitosimulaattori.

To scale the simulator into a true multi-platform experience encompassing all 41 national parks and hundreds of local companies, significantly greater resources would be required. Nevertheless, the pilot succeeded in sparking new ideas among participating companies and organizations. Even within the project consortium, several potential follow-up projects have been envisioned, many of them inspired in part by the Luontotaitosimulaattori concept.

Cooperation network

One of the objectives of the project was to create an ecosystem model that would bring together nature tourism operators, digital content and technology experts, and higher education and research organizations in the Uusimaa region. During the project planning phase, three other similar initiatives were also being prepared to cover Eastern and Northern Finland. Unfortunately, the Northern Finland project did not materialize, but Eastern Finland received a somewhat comparable project led by Savonia University of Applied Sciences.

Rather than establishing yet another digital platform or social media group to connect these actors, we chose to strengthen the network by bringing stakeholders together at the same table through our workshops. In addition, we carried out small-scale collaboration by co-authoring articles, presenting at each other’s events, evaluating each other’s work, and jointly developing new project ideas for the future. 

Visiting Luonnonvarakeskus’ VirtuLab together with Savonia UAS and Haaga-Helia UAS. Photo by Janina Rannikko.

The international dimension of the project included study visits to China, where best practices were exchanged, and several Finnish companies were connected with Chinese partners. Furthermore, two Chinese universities tested the Luontotaitosimulaattori and provided valuable feedback on its usability and appeal from the perspective of non-Finnish tourists. 

A glimpse of the SoReal VR SuperSpace -park in China. Photo by Irma Mäkäräinen-Suni.

Last but not least, have a look at the Luontotaitosimulaattori!

Virtual Nature in numbers

Total of 40 companies participated in the two-year project. The insights gained from the workshops, pilot projects, and user testing have been wrapped into a digital handbook, providing a step-by-step guide for nature tourism operators on how to adapt immersive digital tourism experiences in their business.

You can read the handbook in Finnish here.

293 user test and survey participants 

• 38 Tytyri Virtual Mine Experience testers 

• 44 Luontotaitosimulaattori testers 

• 11 Metsäpaviljonki AR testers 

• 34 testers for Savonia VR apps 

• 19 participants in the company digital maturity mapping survey 

• 147 participants in the nature tourism survey for international travellers

• 19.8.-17.10.2024 Hackathon for Crafting Digital Solutions for Nature Tourism  

• 14.5.2024 Myynti- ja jakelukanavat -työpaja 

• 7.5.2024 Kestävän matkailun minimessut (included small workshops) 

• 9.4.2024 Teknologiat ja alustat -työpaja 

• 12.3.2024 Ideasta konseptiksi -työpaja 

• 29.2.2024 Moniaistilliset tilat luontomatkailussa – laitteista tilaan 

• 13.2.2024 Lisätty todellisuus luontomatkailussa – kerrostetaan kokemusta  

• 30.1.2024 Virtuaalitodellisuus luontomatkailussa – sukelletaan toiseen todellisuuteen

27 publications

• Immersive technologies as a driver for growth in nature tourism services – a desk study and future directions – Elina Moreira Kares, Jouko Loijas & Janina Rannikko, 1/2024, eSignals Pro 

• Oppeja megaluokan virtuaalikokemuksista – Irma Mäkäräinen-Suni, Sanni Aromaa & Janina Rannikko, 6/2024, eSignals-blogi 

• Virtuaalisen luontomatkailun kehittäminen: yrittäjien tarpeiden ymmärtäminen hanketoimien perustana – Sanni Aromaa, Irma Mäkäräinen-Suni & Janina Rannikko, 6/2024, eSignals Pro 

• Seikkailukasvatus virtuaalimatkailussa – voiko virtuaalisesti seikkailla? – Salla Kukko, 6/2024, Humakin blogi 

• 3D-virtuaalituotteilla lisäarvoa matkailupalveluille – Janina Rannikko, 8/2024, Tikissä-blogi 

• Virtuaalitodellisuus ratkoo matkailualan ongelmia – Elina Moreira Kares & Meri Pöyhönen, 8/2024, eSignals Pro 

• Tiekarttatyöskentely valaisee yhteisen polun – Sanni Aromaa, Iida Arpiainen & Janina Rannikko, 9/2024, eSignals Pro 

• Kokemuksia yhteiskehittämistyöpajoista: ideoiden kautta konkretiaan – Sanni Aromaa & Janina Rannikko, 9/2024, eSignals Pro 

• Vastuullisen matkailun tulevaisuus on kestävissä ratkaisuissa – Sanni Aromaa, Jouko Loijas & Meri Pöyhönen, 10/2024, eSignals Pro 

• XR-innovaatioita suomalaisen luontomatkailun kehittämiseen – Jouko Loijas & Janina Rannikko, 1/2025, eSignals Pro 

• Digitaalisen matkailutuotteen muotoilu ja tehokas myynti – Mona Eskola, Jouko Loijas, Irma Mäkäräinen-Suni & Janina Rannikko, 1/2025, eSignals Pro 

• Jakso 6: Keskittymistä kirjoittamiseen retriitissä – Sanni Aromaa & Janina Rannikko, 1/2025, Metrospektiivi 

• Enhancing visitor experience – Digital solution for Tytyri Mine Experience to improve tourism – HXRC trainees, HXRC blog 

• HXRC Team: Designing an Interactive 3D Map for Jontas Sport & Eko Park – HXRC trainees, HXRC blog 

• HXRC Team: Encapsulating the Magic of Finnish Nature within VR, HXRC trainees, HXRC blog 

• Immersiiviset teknologiat Pohjois-Savon ja Uudenmaan matkailuyrityksissä, Petra Laakso, Nina Orava, Sanni Aromaa & Elina Moreira Kares, 5/2025 Savonia-blogisarja 

• How to execute a rapid development course on XR technologies – Irma Mäkäräinen-Suni & Janina Rannikko, 6/2025, eSignals Pro 

• Immersiivinen näkökulma: 360-kuvaus yrittäjän työkaluna – Jussi Muittari & Jouko Loijas, 6/2025, eSignals Pro 

• Traveller Needs and Motivations in Shaping Virtual Reality Experiences in Nature Tourism, Elina Moreira Kares, Jouko Loijas & Sanni Aromaa, 8/2025, Conference Proceedings in 12th Advances in Hospitality and Tourism Marketing and Management  

• Kartasta virtuaalinen elämys – Janina Rannikko, Sanni Aromaa & Jussi Muittari, 8/2025, eSignals Pro

• Lisenssimallien ymmärtäminen digitaalisten sisällöntuotantotyökalujen käytössä matkailualalla  – Janina Rannikko ja Jouko Loijas, 8/2025, eSignals Pro 

• Field study with eye-tracking to leverage product development –  Elina Moreira Kares ja Sanni Aromaa, 8/2025, eSignals Pro

• Simuloiden turvallisemmaksi – miten virtuaalisuus voi tukea riskien ennakointia ja parantaa turvallisuutta luontopalveluissa? – Jussi Muittari & Jouko Loijas, 8/2025 Humak blogit

• Bringing back history with virtual tools – Janina Rannikko & Emmi Isokirmo, 9/2025 Metrospektiivi Pro

• Digitaalisilla työkaluilla luontokokemukset saavutettaviksi yhä useammalle – Jussi Muittari & Sanni Aromaa, 9/2025, Humak hartikkeli

• Innovaatioita ja yhteistyötä Virtual Nature -hankkeen kosysteemimallissa – Janina Rannikko & Jouko Loijas, 10/2025, eSignals Pro

• Selviytymisopas korkeakoulujen välisestä Kiina-yhteistyöstä haaveilevalle – Irma Mäkäräinen-Suni, Sanni Aromaa & Jouko Loijas

To see previous news about our trainees’ projects, head over to the Trainee news section.

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