Development of East Expertise in Tourism Enterprises and in Training
Funded by Euregio Karelia Neighbourhood Programme 2001-2006

Objective of the project

The goal of the project was to search for new, stabile partners in the Republic of Karelia and continue and develop product development and the marketing of tourism services directed to the St. Petersburg area. In addition, the intent was to plan a basic training programme based on technology transfer for tourism entrepreneurs and individuals joining the industry and to increase the Russia-related expertise of entrepreneurs.

Main activities

• Assessing the requirements and wishes of the Russian market using various existing sources and through the Finnish Tourist Board, • Producing a target group analysis and a report regarding the tourism appeal of Kalajoki, • Dissemination of the assembled information to tourism entrepreneurs during workshops and through informational communications, • Arrangement of a driver’s course for rental boats in order to promote professional fishing services in the Kalajoki region, • Planning and carrying out a tourism course for individuals who speak Russian in order to create services in the area in Russian, • Planning, implementing and marketing of new service packages for tourists.

Achievements

The requirements and wishes of the Russian market were assessed using various existing sources and through the Finnish Tourist Board. In addition, a target group analysis and a report regarding the tourism appeal of Kalajoki were commissioned. Assessments of Russian wishes were also completed during trips and visits to the area. The assembled information was made available to tourism entrepreneurs during workshops and through informational communications. In order to improve the level of services and develop new programme services, the project arranged a driver’s course for rental boats. There were 20 participants in the course. A goal of the course was to promote professional fishing services in the Kalajoki region since, according to research, it was one of the subjects of interest to Russians. One of the participants of the course established a new sole proprietorship and another was planning the same upon conclusion of the project. Two other companies were also expanding their services to include fishing. In addition, a tourism course was organised for individuals who speak Russian, in order to create services in the area in the Russian language. Four of the twelve participants of the course provided their contact information for the Welcome to Vacation information guide, which is in Russian. Their services can be ordered from the guide. The project planned and implemented programme service packages for tourism in cooperation with other projects. Product cards were made of the programme services, which were offered to Russian travel agencies. A new tourism concept was also generated during the project: the Kalajoki Package, which included participation by all companies at Kalajoki Sand Dunes. In addition, the project produced Kalajoki and Raahe brochures in Russian, which were distributed to travel agencies and other target groups. In order to market the region, the project arranged two learning trips to Kalajoki for Russian travel agencies.