Assessing the Feasibility of Mobility as a Service on Reducing Car‐Dependent Tourism in the Åland Islands

ABSTRACT The integration of Mobility as a Service (MaaS) holds promise for addressing transportation challenges in rural regions, particularly in the context of sustainable tourism. This study assesses the feasibility of implementing MaaS in Åland by examining its potential impact on reducing car dependency and promoting sustainable travel practices. Through a combination of participant observation, interviews, and secondary research, the study evaluates Åland's transport infrastructure and identifies prerequisites necessary for successful MaaS integration. Findings highlight the importance of fostering public‐private partnerships, tailoring MaaS solutions to rural contexts, and addressing regulatory challenges. Despite encountering obstacles, Åland's commitment to digitalization, stakeholder collaboration, and sustainability forms a solid foundation for MaaS implementation. Leveraging these strengths, Åland can develop a user‐centric model for rural transportation, setting an example for similar regions worldwide and contributing to sustainable tourism efforts. Continuous monitoring/adaptation is essential to ensure the long‐term success of MaaS initiatives in Åland and beyond.