Ida-Viru aims to be Estonia’s top tourist spot

Tuesday, March 26, 2024

Ida-Viru County, located in the easternmost part of Estonia, aspires to ascend as the second leading tourist destination in the country, following the capital, Tallinn. To achieve this, the county acknowledges the necessity for the development of new hotels and the strategic targeting of the Finnish market. The county is set to leverage the Just Transition Fund, distinguishing Ida-Viru as the sole county in Estonia eligible for substantial tourism investment support.

During a tourism conference aimed at investors, which took place at the Estonian Mining Museum, a variety of potential locations for golf courses and adventure parks were introduced. However, the region’s primary challenge is identified as a significant lack of hotel accommodations.

Cumulus Consulting’s Mihkel Laan pinpointed a critical shortage of hotels in the vicinity of Narva, Jõhvi, and Kohtla-Järve, emphasizing the demand for hotels that cater to the requirements of business travelers. The Just Transition Fund is also available for supporting smaller-scale projects, with Ida-Viru County recognizing a need for family attractions and tourism events.

Tourism entrepreneur Kajar Lember emphasized the region’s untapped potential, hindered by financing challenges unlike those in Tartu or Tallinn, thus underscoring the necessity for state-backed financial aid to propel the county’s tourism ambitions forward.

Although the county has successfully redirected its tourist base from Russian to domestic visitors, advancing further to attract Finnish tourists remains a critical goal. Hotel developer Sari Sopanen suggested that promoting the region’s high-quality services at competitive prices could appeal to Finnish tourists, who traditionally have not considered this direction.

For Ida-Viru County to surpass popular destinations like Pärnu and Tartu and become Estonia’s second most frequented tourist spot after Tallinn, strategic developments and market outreach, particularly towards the Finnish demographic, are essential components of their plan.

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