Sustainability has become one of the defining themes for the future of tourism. In Europe, new frameworks such as ESG (Environmental, Social, and Governance) and CSRD (Corporate Sustainability Reporting Directive) are already reshaping how businesses operate, while discussions around the VSME (Voluntary Sustainability Reporting Standard for Small and Medium-Sized Enterprises) aim to include companies of every size. Skål Europe spoke with Ville Riihimäki, a member of Skål Finland and the Chief Sustainability Officer of Menevä, Finland’s largest taxi company, to explore how his professional experience aligns with the broader goals of Skål International in sustainability.
Skål Europe: Ville, could you start by telling us about your professional background and your current focus on sustainability?
Ville: Certainly. I am a member of Skål Finland, a board member and Sustainability Champion of the Skål International Helsinki Club, and the Chief Sustainability Officer at Menevä, Finland’s largest taxi company. Over the past four years, I have been involved in leading several sustainability initiatives within the Finnish taxi industry. Currently, my focus is on the VSME (Voluntary Sustainability Reporting Standard for SMEs) project. This is directly connected to the EU’s CSRD (Corporate Sustainability Reporting Directive) and part of the wider ESG (Environmental, Social, and Governance) framework. These standards and requirements are already part of my daily responsibilities, and I believe they will only grow in importance across Europe and beyond.
Skål Europe: From your perspective, what opportunities do these frameworks open for the travel and tourism industry?
Ville: In many regions of the world, sustainability reporting is not yet influencing everyday business practices. In Europe, however, companies are already adapting to these changes, which gives us a chance to lead by example. What we have learned in the Finnish taxi industry—such as how to measure and report environmental and social impacts—can also be applied to the tourism sector. Travel is not just about hotels or attractions; it includes mobility and the entire chain of services. By embedding sustainability into this broader ecosystem, the tourism industry can position itself as a genuine leader in responsibility and innovation.
Skål Europe: You are also involved in sustainability beyond your company. Could you share some examples?
Ville: Yes, in addition to my work at Menevä, I serve on the sustainability committees of SMAL (Association of Finnish Travel Industry) and the FBTA (Finnish Business Travel Association). In these roles, I have organised webinars and events to help businesses understand new reporting requirements and manage ESG-related questions. This has been a way to support colleagues across different parts of the travel and business travel industry.
Skål Europe: And within Skål International, how have you contributed to sustainability initiatives?
Ville: I have been part of the Skål Sustainability Committees for four years, including three years as co-chair. During this time, I have collaborated closely with fellow Skål members on projects and initiatives designed to bring sustainability into our community. There is still much to do, and I am ready to continue contributing wherever my expertise can be of value.
Skål Europe: How do you see the role of younger professionals in these conversations?
Ville: Sustainability is especially important to the younger generations. Within Young Skål Professionals, the concern for environmental and social responsibility is very strong. Their perspective is essential because they represent the future of both our industry and our association. I believe it is vital to ensure that their voice is integrated into Skål’s strategies and actions.
Skål Europe: Finally, on a personal note, what has Skål meant to you?
Ville: For me, Skål has been more than networking—it has been about friendship and shared purpose. I have gained valuable experiences and personal connections that I truly appreciate. Through sustainability, I see a way to give back to the community and contribute to something larger than myself.
