In sustainable tourism, hospitality involves educating guests on local culture and encouraging respectful, environmentally and socially conscious behavior. This was the topic when nearly 100 representatives from 35 of Djurgården’s attractions gathered on November 13 2024, for an inspiring morning. We focused on sustainable guest experiences — and on how we can turn our vision of a sustainable Djurgården into everyday reality.
International expertise
The annual forum was hosted by Royal Djurgården Society on close cooperation with Djurgården’s dedicated sustainability group and strategic marketing team. The meeting opened with a thought-provoking keynote by internationally renowned behavioral scientist and founder of Smart Ways Milena Nikolova. Drawing from research and real-world examples, she demonstrated how we can guide our guests toward more sustainable behaviors. Without preaching, but with meaningful impact through our own design and behavior.
Activation Lab
Following the keynote the participants took part in an interactive workshop — the Activation Lab. Here they worked together to generate actionable ideas, based on our common goals, on how Djurgården can encourage behaviors such as:
- choosing fossil-free and traffic-smart ways to visit
- embracing conscious food culture and reducing waste
- showing openness, accessibility, and warm hospitality — every day
Leading to more sustainable tourism step by step
The workshop followed a clear structure. Step one was to first define the desired guest behaviors. The second step to identify what hinders or motivates those behaviors. And the final step to propose specific and feasible actions that can be implemented by individual attractions or together as a destination.
The project has been co-financed with funds from the National City Park Development Fund.
ADDED SPRING OF 2025:
The result was a number of ideas and insights, which were later analyzed and compiled by Milena Nikolova and her team. “Turning Djurgården into a World Exhibition on Sustainability – Insights from the Activation Lab” was delivered in early 2025.
This report now serves as a practical guide for ongoing efforts across Djurgården. It also serves as a shared framework for moving forward with sustainable guest experiences and hosting. Because it is in our daily actions and decisions that Djurgården’s sustainability vision comes to life.
You can watch Milena Nocolova present the result below.
Behavioral Overview – Part 1
Action Mapping – Part 2
With knowledge of human behavior, we can use design, ways of presentation and communication to steer guests’ behavior in the desired direction and get them to make smart and sustainable choices effortlessly. (12.3, 5)
