Local perspectives on preferable tourism futures: insights from Finland and Japan

Purpose Sustainable tourism development has been a key strategy for future destination development, yet much of the research predominantly focuses on tourists' needs, often overlooking host community perspectives. Following the “local turn,” this study aims to address this gap by investigating preferable tourism futures in lesser-known and rural destinations from the host's viewpoint. Design/methodology/approach Using a qualitative approach, a series of Lego Serious Play workshops was conducted in August 2024 in Finland and in May 2024 in Japan with local participants (n = 36) to envision their preferable tourism futures in 2034. Findings This study highlights the importance of balancing preservation and innovation to achieve sustainable tourism development from the bottom-up. In particular, findings demonstrate the value of engaging local communities in shaping tourism strategies, revealing nuanced preferences across cultures. Finnish participants emphasized gradual improvements, community well-being and accessibility, reflecting European sustainability values. Conversely, Japanese participants prioritized heritage preservation and resilience, shaped by environmental and sociocultural challenges unique to the region. Originality/value These comparative insights illustrate that community-driven approaches to tourism development can foster sustainable and equitable insights on preferable tourism futures. This study offers practical implications for policymakers and practitioners, emphasizing the need to integrate local perspectives into tourism planning to achieve buy-in through balanced and future-ready outcomes, particularly to enhance the resilience of lesser-known destinations amidst global uncertainties.