CHALLENGE
Savonia University of Applied Sciences took part in the “Developing Lake Tourism in Northern Savonia” project, aiming to enhance collaboration and adaptability among local tourism and service businesses while promoting international lake tourism. The project also sought to deepen participants’ understanding of the green transition and explore how sustainable development can lead to new business opportunities and a competitive edge. As part of this initiative, Savonia wanted to better understand the needs and preferences of tourists and tour operators from German-speaking Central Europe who visit Finland’s Lakeland region. To achieve this, they enlisted Sailer’s expertise.
SOLUTION
Sailer developed a qualitative research plan to explore the views and experiences of tourists and tour operators from German-speaking Central Europe regarding tourism in Finland. The study included participants from Germany, Switzerland, and Austria, with interviews conducted remotely via video in German. The interviews covered various themes, such as perceptions of Finland, expectations for the trip, ideal trip duration and timing, and the importance of responsible tourism. The goal was to use real-life examples from the interviews to support sustainable and forward-looking development in Northern Savonia’s tourism sector, while also inspiring local tourism entrepreneurs in the Kuopio region.
RESULTS
The research data was thoroughly analyzed, and two video reports were created from the remote interviews—one for each target group. These videos allowed for easy sharing of the personal stories and insights of tourists and tour operators from German-speaking countries about their expectations and wishes for their holidays in Finland. Tourists in the videos shared their appreciation for Finland’s natural beauty, tranquility, and open spaces. Activities that are commonplace for Finns, like grilling sausages over an open fire or picking blueberries in the forest, are often seen as unique and memorable experiences by visitors. The video for tour operators emphasized the idea that small Finnish tourism businesses should collaborate more closely to better meet tourists’ needs and respond to market demand.
OUTCOMES
The research findings and video materials have been shared with local development organizations and other tourism projects in the region to support their work. The expectations and insights gathered from tourists and tour operators have provided Northern Savonian tourism entrepreneurs with practical ideas for developing their businesses and creating new services. Savonia University of Applied Sciences has used these findings and video reports in workshops to brainstorm long-term strategies for promoting lake tourism in Northern Savonia, increasing its visibility, and strengthening sustainable tourism practices.
Read more about the project on Savonia’s website.
