Nature-based tourism (NBT) is a growing industry within regions rich in natural amenities worldwide. An important feature of NBT business is the dependence on the quality of surrounding environment. This paper addresses the role of the management of commercial forests owned by the state in Finnish Lapland. The paper explores the NBT entrepreneurs’ willingness to participate in a proposed new landscape and recreational value trading (LRVT) and elaborates the effect of entrepreneur and enterprise characteristics, such as entrepreneurial attitude, venture size, and a variety of services offered to customers, on the experienced and expected growth of NBT enterprise. The survey data on NBT enterprises were analyzed with ordered and binary logit models. The willingness of enterprises to participate in LRVT depended on the venture size, entrepreneurial attitude, and type of activities offered to customers. The results show that relatively young and small-sized enterprises have faced difficulties in developing their business. Entrepreneurial experience, risk-taking and intention to develop new business associate positively with expected increase in turnover.