Ecotourism in Estonia

7 of June 2010Aivar Ruukel

- Organization- Quality Label- Products- Marketing- Collaboration

Estonia on the map

Soomaa -Capital of Estonian Wilderness

Estonian Ecotourism Association● Non-governmental, non-profit, membership organization● Since 1996● Our mission – promote development of ecotourism● Our activities

− Seminars, Trainings, Conferences, Fairs − Plans, strategies, action plans at national, regional and

local levels− Ecotourism labelling process

Estonian Ecotourism Quality Label

● Established in 2000● Renewed in 2006● „Sister-label“ for

Natures Best label of Swedish Ecotourism

Quality Labels Criterias

● Criterias:1. Respect carrying capacity2. Support local economy3. Environmental business practice 4. Support conservation of nature and culture5. Responsibility, education and respect6. Safety and quality

Why labelling?

● makes it easier for customer to find you

● makes it easier for you to reach your customers

● answers important questions about your way of operating

● becomes an image and marketing tool

● creates a network of ecotourism operators

What can be labelled?

• “Estonia – the Natural Way” is a product label for nature and culture tourism

• Operators/providers are not labeled

• Both products and operators should meet criterias

• Labeled product allways belong to approved ecotourism operator

• There is no need for operator to label all his/her products

Who is labelling?

EHE-label certification board consist of :– Estonaina Ecotourism Association– Estonian Rural Tourism– Estonian Tourist Board– Estonian Fund for Nature– Village Association Kodukant

1. Respect the limitations of the destination – minimize negative impact on nature and culture

2. Support the local economy

3. Make all operations environmentally sustainable

4. Active contribution to conservation

5. Promote the joy of discovery, knowledge and respect

6. Quality and safety all the way through

Ecotourism Cluster● Since 2008● 15 local businesses● Quality● Trainings● Study visits● Joint marketing● Sharing resources● ...

Sea Kayaking

Sea KayakingCanoeing on Rivers

Seal Watch Tours

Historic Ships – Peipsi Barge

Historic Ships – Võrtsjärv Kale

Dugout-Canoe BuildingDugout-Canoe Building

Brown Bear Photography

Photo Arne Ader

Beaver SafariBeaver Safari

Wildlife Tracking

Snow shoeing

Bog Walking

Botanical ToursBotanical Tours

Trip Skating on the Sea Ice

Kick-spark trips on frozen rivers

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

Twitter – Targeted Conversations Online

Wikis

European Conference 2010

TIES

Estonian University of Life SciencesEstonian University of Life Sciences

Thank You!