Background

The South Estonia Tourism Development Plan 2025–2030 sets one of the important sub-goals of increasing the number of tourists during the low season. To achieve this goal, several targeted marketing activities and campaigns are planned.

Objective

The aim of the study was to provide an overview of the motivation and visit itinerary of foreign tourists visiting South Estonia during the low season, in order to gain a more in-depth understanding of the factors that bring foreign visitors to the South Estonia region during the low season.

Methodology

The study included a survey, interviews and document analysis. The survey was conducted at 16 tourist attractions and 12 accommodation facilities in South Estonia, with a total of 139 foreign visitors participating. In addition, 30 interviews were conducted at tourist attractions and events in South Estonia. Document analysis was also conducted during the study to gain a more comprehensive overview of the region’s development trends and emerging topics.

Benefits

The results of the study help to understand what factors and attractive features bring foreign tourists to the South Estonia region and how they plan and experience their trip there. This deeper knowledge will allow for more targeted and efficient tourism development and marketing in South Estonia.

Project Client: South Estonia Tourism Cluster
Project Implementer: LevelLab
Study Duration: 01/25-06/25