Working towards the Sustainable Destination label
Region Stavanger and Stavanger municipality are working with Innovation Norway towards the Sustainable Destination label. Stavanger municipality is the first municipality in the region to take part in the process, which includes analysis, visitor and resident surveys, industry involvement, destination management and reporting against defined criteria.
The label does not mean that a destination has completed its sustainability work or no longer faces challenges. It confirms that the destination has established a long-term system for measurement, improvement and documentation. The ambition is to extend this work to more of Region Stavanger’s member municipalities over time. Read more about the process.
Region Stavanger is an Eco-Lighthouse-certified organisation. Eco-Lighthouse is a Norwegian environmental management certification covering areas such as energy, waste, purchasing, transport and the working environment.
Region Stavanger’s measures include monitoring waste, reducing material consumption, using motion-controlled lighting and participating in HjemJobbHjem, which encourages employees to walk, cycle or use public transport.
Eco-Lighthouse certification does not mean that an organisation has no environmental impact. It provides a system for setting targets, documenting results and improving the organisation’s own operations. Read more about Region Stavanger’s Eco-Lighthouse certification.
CliNeDest – Climate Neutral Destinations is an international project running from March 2025 to February 2028. Stavanger municipality leads the Norwegian contribution, with Region Stavanger as an associated partner.
The project brings municipalities, destination organisations and tourism businesses together to develop and test a Climate Smart Business Toolkit. The toolkit is intended to help tourism businesses:
- understand and measure their greenhouse-gas emissions
- identify practical improvement measures
- develop and test visitor experiences with lower emissions
- communicate environmental results using documented information.
Tourism businesses in the Stavanger region will help test the tools in practice. The aim is not to describe individual experiences or destinations as “climate neutral” without evidence. The project focuses on better data, practical improvements and clearer communication.
Read more from Stavanger municipality and visit the CliNeDest project page.
Documented measures and visitor experiences among our members
Region Stavanger’s members work with environmental and social considerations in different ways. The following examples highlight specific measures and experiences rather than making claims about the total impact of a business or visit.
Boretunet, located beside the protected Jæren beaches, has reused former barracks, furniture and other materials in developing its accommodation and event facilities. It also works with local suppliers and offers activities close to the property. Through Havplastfabrikken, visitors and school groups can participate in beach clean-ups, learn about marine litter and transform selected plastic waste into new objects. The project combines environmental education with a practical visitor experience. Read about Boretunet’s approach.
The Norwegian Petroleum Museum presents more than 50 years of Norwegian petroleum history. Its interactive exhibitions explore technological development, working life and safety, as well as the consequences and dilemmas associated with energy use and climate change. In the exhibition “Går det bra?” – approximately “Are We Doing Okay?” – visitors can explore how energy has shaped society, learn about greenhouse-gas emissions and reflect on future energy choices. Six interactive stations invite visitors to examine different energy sources and consider the choices involved in the transition towards a lower-emission society. Explore the museum’s exhibitions.
Bellies in Stavanger serves an entirely plant-based menu. The menu changes with the seasons and the availability of ingredients, and the restaurant states that it sources from local farmers whenever possible. Visit Bellies’ website.
Jærruta connects e-bike travel with accommodation, food and experiences offered by several businesses along the Jæren coast. The route gives visitors an opportunity to spend time in different parts of the region and meet local providers along the way. Read more about Jærruta.
Transport accounts for an important part of tourism’s climate and environmental impact. At the same time, good mobility is essential for visitors. Rødne Fjord Cruise operates the electric MS Rygerelektra on selected fjord experiences. Read more about mobility and sustainable options.
Local producers, farm shops and restaurants – including Klostergarden – connect food experiences to regional agriculture. Local food is not automatically emissions-free, but it can support local value creation, food knowledge and the relationship between tourism and farming. Read more about Klostergarden.
© Lise Bjelland/Klostergarden
Cruise tourism: balancing value and local impact
Cruise tourism brings visitors and commercial activity to Stavanger, but also creates challenges related to emissions, transport, noise, capacity and public spaces. The Visit Region Stavanger Cruise Network brings together 48 businesses to develop visitor experiences, strengthen expertise and increase local value creation. Region Stavanger also works with Port of Stavanger and Stavanger municipality on logistics, resident dialogue and visitor management.
The Visit Region Stavanger Cruise Network initiated Cruise Norway’s national destination forum and continues to promote cooperation between cruise ports across Norway. Through the forum, Region Stavanger has also contributed to developing national guidelines for cruise guests and cruise lines, combining shared recommendations with local advice on responsible behaviour and respect for host communities.
Stavanger’s cruise action plan also includes limits on passenger numbers and ship calls, as well as planned shore-power use in the city centre by 2027. When ships use shore power instead of onboard generators, this can reduce local emissions and noise at the quay. It does not reduce the emissions generated during the voyage.
Cruise communication should therefore distinguish between local measures, the total impact of the voyage and the value created in the region. Read about Region Stavanger’s cruise activities and Cruise Norway’s recommendations for cruise development.
Marketing as a destination-management tool
Marketing influences more than the number of visitors. It can also affect when people travel, how long they stay and which parts of the region they visit. This makes marketing an important part of destination management.
Here are some campaigns that Region Stavanger has been part of in 2025:
- Year-round travel and experiences outside the main season
- Fjord Norway: active experiences in a cooler climate directed to European markets
- Hiking, fjords, local food and urban culture
- Travel by train, bus, bicycle and on foot
- Longer stays and experiences across different parts of the region.
A partnership with the MICHELIN Guide presented the region’s gastronomy alongside its natural and cultural attractions. See Region Stavanger’s campaign activities
What do visitors expect?
Innovation Norway’s Travel Barometer shows that many European travellers associate Norway with nature, climate and environmental responsibility. Some also perceive a holiday in Norway as a more sustainable choice, while nature remains one of the most important reasons for considering a trip to the country. Explore Innovation Norway’s Travel Barometer.
These perceptions create both opportunities and responsibilities. Visitors may expect clean natural areas, reliable public transport, well-managed destinations and businesses that can explain what they are doing.
Region Stavanger’s 2025 visitor survey indicated high overall satisfaction. The region was largely perceived as clean, safe and well cared for, while nature, the fjord landscape and well-known attractions were frequently highlighted. Transport and accessibility were among the areas identified as having room for improvement.
Environmental considerations are not the only factor when people plan a journey. Price, safety, accessibility and quality also play an important role. Options such as public transport, cycling and accessible visitor services must therefore be easy to find, understand and book – while still providing a good experience.
© Jan Inge Haga
Responsible hospitality and visitor management
Good hospitality is about more than recommending attractions. It also means helping visitors travel safely, understand local conditions and show consideration for nature and the people who live here.
Through digital channels, tourist information, cooperation with member businesses and initiatives such as Edge Academy, Region Stavanger works to:
- provide accurate information about transport and accessibility
- explain Norway’s right to roam and the responsibilities that come with it
- communicate weather, safety and seasonal conditions
- recommend alternatives when particular places are under pressure
- highlight local products and experiences
- encourage visits outside the busiest periods.
The Norwegian Travel Cluster has also developed hospitality courses on nature, safety and responsible conduct. Shared knowledge helps destinations provide clearer and more consistent information. Read more about the Norwegian Travel Cluster.