Project No. C034
The Light in the Dark project team from Kurzeme Planning Region attended the VIII EMÜ Nature Tourism Conference on Off-Season Tourism Product Design, which took place on 11 March 2025 at the Estonian University of Life Sciences in cooperation with the Estonian Rural Tourism Organisation.
The conference brought together tourism professionals and experts from various countries to discuss one of the key challenges in tourism – seasonality. Throughout the day, practical solutions for off-season tourism development were presented, providing insights into approaches that help diversify tourism offerings beyond the peak season and build more sustainable business strategies.
Several speakers shared best practices from different regions, showcasing how regenerative tourism, culinary experiences, and experiential travel can serve as powerful tools in off-season tourism development. The conference also explored market demand factors that influence travellers’ decisions to visit destinations outside traditional travel periods, along with innovative solutions to make off-season offerings more attractive to different target groups.
Another key focus was the importance of cooperation between tourism businesses and destination managers in developing strong joint marketing strategies. Effective use of digital marketing tools and storytelling techniques was also discussed as a way to better communicate the value of off-season tourism to potential visitors.
The second day of the conference was dedicated to working sessions with project partners and involved entrepreneurs, where the results of pilot product testing were analysed, and key conclusions were summarised. Discussions focused on evaluating the pilot project experience, refining the updated Baltic Sea region tourism concept, and developing questions for collecting feedback from businesses involved in the project.
A special emphasis was placed on creating unique and memorable tourism experiences during the darkest and quietest months of the year, using thematic offers, local traditions, and natural elements. The participants also explored market trends and innovative solutions that could help increase visitor interest and boost off-season tourism development.
The companies involved in the project – Camping Melnsils, DabaLaba, and Sofijas Laivas – worked on improving their tourism products, presenting them to tour operators, and participating in the selection of the most attractive off-season tourism offer. They also gained valuable experience by exploring the approaches and solutions used by Baltic Sea region tourism businesses.
During the working sessions, new cooperation models and concrete proposals were developed to help mitigate the impact of seasonality, increase visitor interest, and establish competitive off-season tourism offerings.
As part of the Light in the Dark project, we will continue to analyse the insights gained and explore ways to implement them effectively in off-season tourism development in Kurzeme. This conference not only provided new ideas and inspiration but also strengthened collaboration with regional and international tourism sector representatives to jointly promote a sustainable and attractive off-season tourism industry.
Project “Light in the Dark”
Light in the Dark is an Interreg Baltic Sea Region project aimed at developing innovative experiences to extend and create new seasons beyond the traditional summer season. The Challenge Inventory survey is conducted in all participating countries: Finland, Sweden, Estonia, Latvia, and Lithuania. It is aimed at SME’s in the Northern Baltic Sea region and explores the interest of small and medium-sized businesses in expanding their operations beyond the traditional summer season as well as the challenges they face regarding seasonal variations in tourist flows.
More about the project: https://www.kurzemesregions.lv/en/projects/tourism/light-in-the-dark/
Project manager:
Anna Elizabete Upsava
+371 26369876
anna.upsava@kurzemesregions.lv
