Marketing Innovation: the Case of Estonian Nature Tourism EUTO 2009 Catalunya 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 

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 Rich biodiversity (relics, endemic species). Wild species of flora and fauna. Open bank lines with numerous fossils. Well-preserved natural and cultural heritage, “facing the sea” Compactness Rich variety of activities for nature lovers Safe and secure.

Rich biodiversity (relics, endemic species).

Wild species of flora and fauna.

Open bank lines with numerous fossils.

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

Compactness

Rich variety of activities for nature lovers

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.

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 Building

Kick-spark trips on frozen rivers

Beaver Safari

Brown Bear Photography Photo Arne Ader

Using Web 2.0 Social Media Marketing Networking in Groups Collaborative Content Creation Conversation Marketing Online

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

All markets are conversations

Future Web is like quilted blanket It is not only about your web-site, be there where your customers are !

Future Web is like quilted blanket

Thank You for Attention. Maarika Toomel [email_address] Skype maarika.toomel Aivar Ruukel [email_address] Skype sookoll

Maarika Toomel

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Skype maarika.toomel