LakeSaimaa 2.0
Saimaa’s international recognition is growing, and to support its growth, the goal of the project is to create a common will and operating model for the region of the two provinces, together with the region’s tourism companies, provincial tourism organizations and the most important stakeholders, in order to promote the international growth of tourism in accordance with the spirit of the Saimaa Agreement (Mikkeli, Varkaus, Savonlinna, Lappeenranta, Imatra). goSaimaa Oy, Miksei Mikkeli Oy, Savonlinnan Seudun Matkailu Oy and the city of Varkaus are intensifying their cooperation in developing Saimaa-level international tourism through two parallel projects.
The main goal of the project is to make Saimaa a significant international sustainable tourism destination that serves tourists all year round. A 25% growth is expected from the international market. Domestic growth expectations are around 2%. The margin of the new, even more attractive packaged products is expected to be even better, so international consumption/tourist is expected to grow. The goal is also to increase direct flight connections to the region, in 2024 the goal is 2,000 and the following year 5,000 air passengers who come to Savonlinna from Europe on direct flights.
The goal is to increase the region’s direct and indirect tourism income by strengthening awareness, promoting accessibility and development and marketing measures, as well as developing the internationalization capabilities of entrepreneurs and wide-ranging productization of the region’s strengths for international customers, incl. tours and themed products as well as the integration of the product offering of rural operators and especially micro and small businesses located in the regions of the province into the tourism ecosystem of the Saimaa region and attracting new entrepreneurs to the region.
Briefly as measures a) Increasing the degree of internationalization of Saimaa’s tourism and improving accessibility by building new flight connections, building new product families and services based on customers and market-specific marketing and sales measures. b) Customer-oriented development and sale of products, services and joint products of tourism-related companies on international markets c) Development of internationalization capabilities and business expertise of tourism-related companies and d) promotion of a new type of business in the tourism sector by, for example, attracting international media productions to the region
With the growth of tourism, turnover increases and jobs are also created in other industries through indirect and managed, i.e. so-called through multiplier effects in, for example, the ICT industry, the food industry, construction activities and sports and wellness services. Measures related to year-round tourism promote e.g. seasonal workers staying in the area. The project helps to find alternative additional work opportunities, and the development of the tourism service structure, in turn, increases employment opportunities for young people and interest in staying in the area.
A characteristic feature of tourism in South Savo is the diversity of tourism business field. Instead of large tourist centers, the province has a lot of, for example, rural tourism and cottage rental businesses, which have a lot of untapped potential from the point of view of international tourism. The aim of the project is to raise the supply of villages and rural areas to be part of the international service concept through product development and strengthening the business expertise of operators. The project also supports the capabilities of entrepreneurs and companies to identify new business opportunities and models.
