Marketing Innovation: the Case of Estonian Nature Tourism

EUTO 2009Catalunya

Maarika Toomel

www.heritagetours.ee

Aivar Ruukel

www.soomaa.com

Putting Estonia on the Map

Estonia’s Rich Natural Heritage

• After a hundred years of nature protection activities and scientific research, the restrictions and rules have been well developed.

• However, the opportunities for visitors are yet to be discovered.

• We are the Undiscovered Treasure of European Nature Tourism

Estonia’s Rich Natural Heritage

1. Rich biodiversity (relics, endemic species).

2. Wild species of flora and fauna.

3. Open bank lines with numerous fossils.

4. Well-preserved natural and cultural heritage, “facing the sea”

5. Compactness

6. Rich variety of activities for nature lovers

7. Safe and secure.

Estonia’s Rich Natural Heritage

• Our protected areas are not suitable for mass tourism.

• Instead of adrenalin, we offer quality, emotion and knowledge.

National Park as Brand

Low season innovative products

Photo Rein Kuresoo

Trip Skating on the Sea Ice

Seal Watch Tours

Dugout-Canoe BuildingDugout-Canoe Building

Kick-spark trips on frozen rivers

Beaver SafariBeaver Safari

Brown Bear Photography

Photo Arne Ader

Using Web 2.0

• Social Media Marketing

• Networking in Groups

• Collaborative Content Creation

• Conversation Marketing Online

Sharing Travel Photos and Emotions

Flickr Group - Ecotourism Estonia

Sharing Videos and Experiences

Youtube Group - Ecotourism Estonia

Estonian Ecotourism Fan Group on Facebook

- sharing information and content

Google Calendar

Co-ordinating Events and Tours

Google Maps

Co-creating Travel Maps

Twitter – Targeted Conversations Online

All markets are conversations

Marketing is not advertising

Future Web is like quilted blanket

It is not only about your web-site,be there where your customers are !

Thank You for Attention.

Maarika Toomel

info@heritagetours.ee

Skype maarika.toomel

Aivar Ruukel

info@soomaa.ee

Skype sookoll