In the 2025 Sustainable Brand Index, the sustainability of 434 brands in Sweden has been assessed by a nationally representative sample of respondents. Viking Line reaches number 5 in its category, Travel & Tourism, and is also the passenger shipping company that reaches the highest ranking on the list. Overall, Viking Line is the brand that improves its position the most compared to the previous measurement.

–We are fundamentally an Åland family business, which for decades has worked consistently to reduce our climate impact. We have long been a pioneer in the technological development of passenger ships and among the first in the world to offer biogas as a fossil-free fuel alternative. In recent years, our work has intensified further, and it is incredibly gratifying that consumers now also perceive that we take sustainability issues seriously, says Dani Lindberg, Head of Sustainability at Viking Line.

Viking Line has five of its own ships and the partly owned cruise ship BIRKA GOTLAND. With the company's newest ships, VIKING GLORY and VIKING GRACE, you can reduce emissions from your trip by 90 percent by adding biogas.

Top 10 Sustainable Brand Index, category Travel&Tourism:
1. Skansen
2. Kolmården
3. Liseberg
4. SkiStar
5. Viking Line
6. Gröna Lund
7. Stena Line
8. TUI
9. Ving
10. Apollo

The Sustainable Brand Index is Europe's largest independent brand study on sustainability. The study has been conducted annually since 2011. In the 2025 study, a nationally representative sample of 25,000 respondents aged 16–75 years was interviewed during the period December 2024 – February 2025. A total of 434 brands in Sweden were assessed, of which Systembolaget was chosen as the most sustainable brand this year. The respondents come from Norstat's panel.