Wildfires represent a threat to forests and society and the risk of wildfires is expected to increase with global change. How should wildfires be tackled in the future? A paradigm shift is needed from the current focus on fire suppression to the management of forests, accompanied by the improved understanding that forests are a valuable resource and provide many benefits to society. Through the development of high value-added products, materials, fuels and chemicals, a forest-based bio-economy could provide the necessary investments and incentives to ensure sustainable, integrated forest and fire management strategies and thereby reduce fuel loads and fuel continuity, while at the same time revealing that forests are a valuable resource and provide many benefits to society.