Eveliina Salminen Leads Turku Music Festival Towards Sustainability – One of the City’s Climate Changers

Picture: Eveliina Salminen / Oscar Jankes

The Climate Changers campaign highlights Turku residents who are actively working on climate solutions in their daily lives. These individuals are employed by companies and organizations that have committed to helping the city achieve climate neutrality by 2029. One of the key figures in the campaign is Eveliina Salminen, Sales and Marketing Manager of the Turku Music Festival. She is a pioneer in sustainable event management, striving to make the festival increasingly environmentally responsible.

Sustainability at the Core of Event Production

Salminen states that sustainability is at the heart of her work.
“Our goal is to be Finland’s most sustainable classical music festival. This means that each concert – more than 50 annually – is planned with sustainability as a priority. We aim to reduce our environmental impact in areas such as logistics, technology, marketing materials, and catering. We prioritize local partners, renewable energy sources, and digital marketing instead of printed materials.”

Additionally, the Turku Music Festival actively collaborates with artists, audiences, and staff to promote climate awareness. “We want to show that cultural events can be part of the solution to the climate crisis, not just part of the problem.”

What Drives the Commitment to Sustainability?

Salminen finds great motivation in combining culture and sustainability in her work.
“I am inspired by the idea of making art and culture more accessible in a responsible way. It is rewarding to create unforgettable experiences that enrich people’s lives while also caring for the environment. I particularly enjoy combining creative marketing, teamwork, and strategic thinking to advance sustainability. Every successful concert and positive audience feedback reinforce the feeling that my work is meaningful.”

By prioritizing sustainability, Salminen believes that Turku Music Festival can set an example for the entire cultural sector. “Through responsible choices, we can show that cultural events have the power to inspire a more sustainable future.”

Turku’s Future as a Climate-Neutral City

Turku aims to achieve climate neutrality by 2029, when the city celebrates its 800th anniversary. This means that it will capture more carbon than it emits. While the city has made significant investments in renewable energy and infrastructure, reducing traffic emissions remains a key challenge.

Salminen envisions Turku in 2029 as a vibrant and community-oriented city where sustainable choices are an integral part of daily life.
“In 2029, climate-neutral Turku is a city where public transport is electric and efficient, and walking and cycling are the natural choices. Buildings are energy-efficient, and the city’s energy production is based on renewable sources. The Turku Music Festival serves as a model for sustainable events – emphasizing local partnerships, circular economy principles, and carbon neutrality in every aspect of planning. I hope the city continues to encourage residents and organizations to take climate action, creating an environment where sustainable choices are easy and rewarding.”

Climate Changers in Public and Online

Lotte Suveri, Project Coordinator for the City of Turku, highlights how the campaign gives a face to the city’s climate efforts.
“Climate migrants work in companies and organisations that have signed a climate city agreement with the city. They are committed to ambitious climate work and are thus helping Turkey achieve its carbon neutrality target.”

Salminen emphasizes that sustainability efforts and strategic investments can inspire others to take action. “The Turku Music Festival can be a role model for how cultural events can inspire a more sustainable future.”

The Climate Changers will be visible in February through outdoor advertisements, social media, and on the city’s updated website. Salminen hopes the campaign encourages more people to get involved in climate action:
“The future is shaped together, and everyone has the power to make a difference.”

Eveliina Salminen, Sales & Marketing Manager, Turku Music Festival
eveliina.salminen@tmj.fi / +358 40 524 5531