InFAcTo Newsletter no 2

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InFAcTo project E-newsletter www.infactoproject.eu

No.2 January, 2013 Dear reader, As partners of the International Food and Activity Tourism project InFAcTo, we are pleased to share with you what has happened during the past year in our project as well as what remains to be done, as we have exciting times ahead! Year 2012 was a very busy year in the project as the activities finally proceeded full speed. The local food and activity tourism product development started both in Estonia in Saaremaa, Võrumaa and Setomaa as well as in Häme in Finland. First came the training sessions that involved general internationalization themes, specific master classes as well as information on the needs of the target markets. Then the actual product development workshops started - and are still ongoing. And we are happy to say that we already have a few finished products, please read samples inside the newsletter! The network of entrepreneurs that have been involved in the project both in Estonia and Finland have had the op-

portunity to learn from each other during the entrepreneur work placement program. This has been an important part of the project and we are pleased by the excellent feedback received about the program please read for yourselves! And the exciting times ahead? We will have the chance to show all our fantastic products made in the project for tour operators, travel journalists and incoming agencies in May. We are organising a local food and activity tourism convention on the 11th of April in Tallinn - do come and join us then! On behalf of all our partners I would like to wish you enjoyable reading, Jaana Räisänen Project Manager Häme Development Centre Ltd

Inside the issue: International Food and Activity Tourism convention

2

International Food and Activity Tourism market research literature review

3-5

What has been done so far

6-8

A food trail is developed named after epic hero in Western Saaremaa

9

Peek into the regional tourism package development

10

New ideas, getting to know your customers and networking

11

Project placement program 16th - 21th of April

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Project placement program 2nd - 7th of July

13

5th Baltic Sea Tourism Forum - Tourism cooperation in the EU programme period 2014-2020

14

Project partners meetings

15

Project partners

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InFAcTo project E-newsletter

Announcing the INTERNATIONAL FOOD AND ACTIVITY TOURISM CONVENTION InFAcTo, an INTERREG IV A Central Baltic Programme project invites you to join in at the

Hotel Salzburg, Tallinn, 11th April 2013 Whether you are a tour operator, travel agent, teacher, entrepreneur or just interested in local food and activity tourism then come and join us in Tallinn. The project team, partners and our food and activity tourism providers and intermediaries have organised a day of exhibitions, presentations, food tasting, activity tourism demonstrations as well as a lot more information about new opportunities for innovative and exciting food and activity tourism packages. For more information please contact Kaili Kattai kaili.kattai@emu.ee The language of the convention is English; entrance is free. PROGRAM: 09:00 - 09:30 09:30 - 09:45 09:45 - 10:05 10:05 - 10:25 10:25 - 10:45 10:45 - 11:00 11:00 - 11:30 11:30 - 13:00 13:00 - 14:00 14:00 - 17:00

17:00 - 17:30

Welcome coffee/tea and registration for parallel session workgroups Presentations Opening and introduction to the InFAcTo project Food and activity tourism marketing Integrated rural tourism Selling tourism packages through international travel agencies Customer expectations in activity tourism and cooperation with universities Coffee/tea break Regional presentations Food and Activity Tourism packages from regional partners: Häme (Finland), Võrumaa, Setomaa and Saaremaa (Estonia) Lunch - Fusion menu from InFAcTo regions Rotating parallel sessions, 45 min per session I group: "TASTE OF THE REGION” Cooking demonstrations and degustation II group: “ADVENTURES OF THE REGION” Demonstration of activity tourism equipment and video-shows III group: “VISUALISATION OF INTEGRATED TOURISM PLANS” 3D landscape theatre - Maidla Water Sports Centre and Seto Külavüü (tourist route) IV group: “WELCOME TO OUR REGION” Posters/demo-versions of packages from InFAcTo pilot regions Discussion: How we can benefit from networking with other regions Closing of convention

PLE ASE REGISTER ON PROJE CT WEBSITE www.infactoproject.eu


InFAcTo-project E-newsletter

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INTERNATIONAL FOOD AND ACTIVITY TOURISM MARKET RESEARCH LITERATURE REVIEW Report prepared by: David Lamb, Caroline Shahin and Paul Mayfield, Food & Drink, SAC Consulting, 1st October 2012. Compendium by Lea Sudakova, Estonian Univesity of Life Sciences

FOOD TOURISM AS A FASHIONABLE TREND Food tourism is set to be the “next big thing” which will rival ecotourism as a fashionable trend (Center for Hospitality Research, 2005 cited in Henderson, 2009). Food and beverage expenditure amounted to a third of overall tourist expenditure in the regions assessed (Meler and Cerović, 2003 cited in Tikkanen, 2007). López-Guzmán (2012) noted that tourism had undergone major changes during the first few years of the twenty first century as a consequence of tourists searching for new and different destinations that offered distinct and novel experiences. Tourists now demand trips where they can use their other senses. They wish to appreciate the atmosphere of a location, enjoy the local food or take part in a particular event. This is why wine and culinary tourism has emerged (Lopez-Guzman, 2012). A region’s local foods can be a motivating factor among tourists seeking unique and authentic experiences and it is during these events that tourists are exposed to their host’s cultures (Plummer et al., 2005 cited in Alonso, 2010). Food is an essential prerequiste all tourists eat when travelling and for some good food can be a major draw and primary motivator (Henderson , 2009). With regard to benefits, food offers pleasure and entertainment and serves a social purpose. Dining habits can also afford insights into ways of life (Bell and Valentine, 1997, cited in Henderson, 2009), helping tourists understand differences between cultures (Hegarty and O’Mahoney, 2001; Williams, 1997 cited in Henderson, 2009). Henderson (2009) suggested that food tourism can be a core element in the branding of a country or a destination by marketers. A clearly defined gastronomic identity and heritage can be exploited in crucial processes of differentiation and rejuvenation, helping convey a unique sense of place (Fox, 2007 cited in Henderson, 2009). Food can thus be central to destination development; and harnessed to overall economic advancement. Special produce, especially if closely linked to the destination, is a popular souvenir and useful gift. Consump-

tion patterns may even change on the traveller’s return as a consequence of exposure to previously unknown foodstuffs and methods of preparation (Henderson, 2009). An author commented that the tourism industry should have the competencies to fulfil marketing promises to avoid disappointed customers and harmful publicity. Progress to the realisation of these goals means investment in appropriate technologies, education and training to ensure a skilled and enthusiastic workforce able to prepare and serve the food with confidence and flair. Alonso (2010) also acknowledged the importance of good customer service, many stakeholders are beginning to develop the hospitality / tourism side of their business and it is therefore imperative that they get it right (Kandampully, 2007 cited in Alonso, 2010), focusing on the product and service elements. Alonso (2010) further comments that in an era when consumers and tourists are presented with many choices, the need to provide a pleasurable, educative and interesting experience while keeping an eye on maintaining product / service standards is fundamental for business success or even survival. ETIQUETTE AND ACKNOWLEDGEMENT OF TOURISTS NEEDS Recognising and responding satisfactorily to differing food needs of tourists is important. This also encompasses religious observances as food may be a key concern for certain groups with strict dietary codes, such as Muslims, when travelling abroad. The dramatic increase in Chinese travellers also has implications for hospitality businesses unfamiliar with native Chinese cuisine and habits. There may be a general misunderstanding between hosts and guests regarding food and culinary etiquette (Cohen and Avieli, 2004 cited in Henderson, 2009) compounded by linguistic and cultural barriers. All tourists thus require information about what is on offer and sometimes advice about appropriate behaviour in order to facilitate their participation and enjoyment. Possible measures to aid this could be the publication of


Page 4 tourist guides, installation of foreign language signage and multilingual menus with ingredients and prices clearly marked (Henderson, 2009). COLLABORATION Food tourism can also be combined with other non-food tourism and can be exemplified by the use of heritage buildings as suitable settings for food and wine fairs. These animate the sites, boost attendances and sales, augment the attractions inventory and strengthen destination competitiveness so that all partners gain from collaboration (Henderson, 2009). Alonso (2010) considers the impact of alliances using “Tastes of Niagara” as an example; an initiative where producers, chefs, farm markets, cooking schools, wineries, tour operators and cultural groups (Telfer, 2000 cited in Alonso, 2010) work strategically for a common goal, which is ‘to promote the use of local food in the tourism industry’ (Telfer, 2001 cited in Alonso, 2010). In addition the importance of collaboration is emphasised by Wargenau and Che (2006) who found a high degree of success between the local wineries, tour operators, lodging businesses and restaurants. Resulting synergies and self promotion have helped the Southwest Michigan Wine Trail become a tourist destination in its own right (Wargenau and Che, 2006 cited in Alonso, 2011) demonstrating the potential that tight knit cooperation and relationships can have for the common good of an entire region. UNDERSTANDING ACTIVITY TOURISM Trauer (2006) opens by stating that according to Opaschowski (2001) who refers to vacations in the 21st century as ‘Das gekaufte Paradies’ (the bought paradise), the tourism industry is increasingly subsuming the identity of an ‘experience industry’ with tourists willing to pay tourism organisers to help find optimal experiences with the limited time available. Opaschowski (2001) suggests furthermore that tourists are looking for emotional stimuli; they want to buy feelings and not products. They want to personally experience the immaterial qualities, seeking ambiance, aesthetics and atmosphere, looking for an experience full of varying intimacies, intensities and complexities. Pomfret (2006 cited in Tangeland and Aas 2011) makes an interesting observation with regard to activities such as trekking and hiking, rafting, climbing, nature photogra-

InFAcTo project E-newsletter phy, wildlife safaris, and camping in natural areas. He argues that many of these activities can be enjoyed free of charge if users have the competence and necessary equipment although increasingly these activities have been converted into nature based tourism products by outfitters, tour operators and guides. Tangeland and Aas (2011) suggest that drawing definitive boundaries between non commercial outdoor recreation and commercial tourism in nature areas is challenging because the differences between such activities have become increasingly blurred. He quotes Carr (2002) who acknowledges that both outdoor recreation and tourism share the same resources, and sometimes the same public facilities and compete for the same money and time. Therefore, there is a growing recognition that free outdoor recreation activities and commercial tourism activities are in fact, end points on a continuous leisure scale. UNDERSTANDING TOURISTS / CONSUMERS Devine (2011) suggests that as the tourism market has grown, a more complex and sophisticated type of tourist has emerged. Novelli (2005 cited in Devine 2011) discusses how tourists are no longer satisfied with the traditional sun, sand and sea package and seek more diverse ways to spend their leisure time. Swarbrooke et al (2003; Tsui, 2000; Christiansen 1990 cited in Williams 2009) suggest that activity tourism consumers tend to be young, educated, affluent, active, thrill seekers who spend significant sums of money in their pursuit of adventure. Adventure travellers are often demanding and disconcerting consumers while on holiday, and often travel to some of the most remote, extreme environments of the world to satisfy their needs for emotional highs, risk, challenge, excitement and novelty (Zuckerman 1994; Christiansen 1990; Bello and Etzel 1985; Crompton 1979 cited in Williams 2009). Williams (2009) suggests a better understanding of the sociopsychological dimensions of such consumption would help marketers target such consumers more effectively. Emotions such as joy and fear may be the core benefit sought in a product / experience, and it is likely that different consumers experience and evaluate those emotions in different ways (Carú and Cova 2003 cited in Faullant et al 2011) and need to be understood. As Frangialli (2003 cited in Page 2005) acknowledges ‘....... the well being of tourists has become one of the primary concerns of the tourism industry’. Whilst tourists


InFAcTo-project E-newsletter are prepared to accept a certain amount of risk in travelling and the activities they engage in (Kroeber-Riel 1992 cited in Page 2005), the potential effects of recurrent problems affecting tourists may lead to the perceived risk of engagement. Risk is one of the major motivations for adventure tourism along with excitement, challenge, uncertainty, danger, novelty, escapism and stimulation. Bentley et al (2010) cite Ewert and Jamieson (2003) who define adventure tourism as the ‘deliberate seeking of risk and uncertainty of outcome’ and it certainly appears to satisfy tourists’ desire to engage in ‘at risk’ or ‘risk taking’ behaviours (Hall and McArthur 1994 et al cited in Bentley 2010). However Bentley (2010) cites Cater 2006, Morgan and Fluke 2006, Ryan 2003 who argue further that as it is safe to assume that the majority of adventure tourism participants do not wish to become injured or face an actual risk of harm to themselves, it falls to adventure operators to simultaneously provide safe and exciting experiences. COLLABORATION / COMMUNITY PARTICIPATION Yeoman (2007) states that tourism can be a powerful tool for development, but acknowledges that its potential can be wasted, stating that too often tourism enterprises see each other only as competitors, and end up frustrating visitors. Devine (2011) cites Huxham and Vangen (2005) who in their analysis of collaborative arrangements introduce the terms ‘collaborative advantage’ and ‘collaborative inertia’. They define collaborative advantage as ‘when something unusually creative is produced – perhaps an objective is met – which no organisation could have produced on its own and when each organisation, through collaboration, is able to achieve its own objectives better than it could alone’. The second concept collaborative inertia, captures what they found what happens very frequently in practice - ‘the output from a collaborative arrangement is negligible, the rate of output is extremely slow, or stories of pain and hard grind are integral to successes achieved’. PUBLICATIONS • Aas, T. T. (2011). Household composition and the importance of experince attributes of nature based tourism activity products - A Norweigan case study of outdoor recreationists. Tourism Management, 822 - 832. • Alonso, A. D. (2011). Muscadine - wines, wineries and

Page 5 the hospitality industry: An exploratory study of relationships. British Food Journal, 338 - 352. • Alonso, A. D. (2010). Olives, hospitality and tourism: a Western Australia perspective. British Food Journal, 55 68. • Bentley, Tim C. C. (2010). Adventure and ecotourism safety in Queensland: Operator experiences. Tourism Management, 563 - 571. • Devine, Adrian E. B. (2011). Towards a theory of collaborative advantage for the sports tourism policy arena. International Journal of Public Sector Management, 23 41. • Devine, Adrian F. D. (2011). Planning and developing tourism within a public sector quagmire: Lessons from and for small countries. Tourism Management, 1253 1261. • Henderson, Joan C.(2009) "Food tourism reviewed", British Food Journal, 111(4), 317 - 326. • López-Guzmán, T. (2012). Culinary tourism in Córdoba [Spain]. British Food Journal • Rita Faullant, K. M. (2011). Personality, basic emotions, and satisfaction: Primary emotions in the mountaineering experience. Tourism Managment, 1423 1430. • Page, Stephen J. T. A. (2005). Scoping the nature and extent of adventure tourism operations in Scotland. Tourism Management, 381 - 397. • Tikkanen, I. (2007). Maslow's hierarchy and food tourism in Finland. British Food Journal, 721 - 734. • Trauer, B. (2006). Conceptualising special interest tourism - frameworks for analysis. Tourism Manangement, 183 - 200. • Williams, P. (2009). Value, satisfaction and behavioural intentions in an adventure tourism context . Annals of Tourism Research, 413 - 438. • Yeoman, Ian D. B.-B. (2007). Current issues in tourism: the autherntic tourist. Tourism Management, 1128 1138.


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WHAT HAS BEEN DONE SO FAR Võru County Vocational Training Centre Võru Vocational Training Centre arranged and ran a series of 4 Local Food and Product Development mentored workshops for InFAcTo project entrepreneurs in the Setomaa and Võrumaa region. The training courses which were attended by micro tourism operators from across the region were aimed at helping the entrepreneurs to better understand the need of tourists, how to work together cooperatively and how to develop new or diversified tourism products and services within their businesses. The courses were designed as mentored master classes and provided support to the entrepreneurs in new developing new products, increased practical cooperation between businesses with the aim of increasing regional competitiveness. The goal in these training courses was the preparation of joint packages for regional tourism operators and confidence building in product development. The courses were run as follows: Workshop: Tourism Development Date: 08.12.2011; Vaskna Tourism Farm, Võrumaa Trainers: Eda Veeroja, Luule Lipp

Local Food and Activity Tourism product development 08.12.2011

Workshop: Tourism Development Date: 12.01.2012; Koke Guesthouse, Võrumaa Trainers: Eda Veeroja, Luule Lipp Five seminars (repeated for local communities) were run with the theme of joint product development Dates: 16.01.2012; Uhtjärve Ürgoru Nõiariik, Võrumaa Trainer: Luule Lipp

24.01.2012; Setomaa Tourism Farm, Võrumaa Trainer: Eda Veeroja

Seminar in Setomaa Tourism Farm 24.01.2012

08.03.2012; Taarka Tarõ, Võrumaa Trainers: Eda Veeroja 29.03.2012; Seto Tsäimaja, Põlvamaa Trainer: Luule Lipp 05.04.2012; Taarka Tarõ, Võrumaa Trainers: Roger Evans, Merit Mikk, Eda Veeroja Workshop: Development and creation of tourism packages in food and activity tourism The series of mentored workshops closed with product development and partnership building workshops on the development and creation of tourism packages in food and activity tourism. Date: 23.04.2012, Piusa Caves Visitor Centre Trainers: Roger Evans, Merit Mikk, Luule Lipp Date: 28.05.2012, Piusa Ürgoru Puhkekompleks Trainers: Roger Evans, Merit Mikk

The workshops developed draft itineraries and content for four suggested tourism packages located in the Setomaa and Võrumaa areas and based on touring the local area to enjoy local foods, activities and culture. ● Cultural tour in the southeast corner of Estonia ● Look round the corner! ● Setomaa, Haanja-touring, smoke sauna and handicrafts ● Winter activities in Haanja


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WHAT HAS BEEN DONE SO FAR Kuressaare Regional Training Centre Seminar: Quality requirements of small producers Date: 12.12.2011 Local food producers took part in a seminar examining the requirements for the local food. Examples were given that ingredients should be sourced from within a radius of 100km or local fields in order for the product to be labelled “Made in Saaremaa”. Karen Allas from the InFAcTo project team led the discussions along with Aivar Kallas a local sheep farmer. A common quality concept for Saaremaa local food was agreed and described. Learning from each other, networking and Cross-marketing

Training: Regional Collaboration in Creating Packages for Tourists Date: 07.03.2012 Kristiina Mägi from Kuressaare Tourist Information Centre and Aivar Kallas led group work on developing food trails in Saaremaa.

Quality requirements of small producers 12.12.2011

Training: Heritage Food - Smoked meat and food experience Date: 13.01.2012 Urmas Veersalu from Mooska tourist farm talked about heritage food and how to smoke meat in a smoke sauna. The workshop included topics on how to do this as a tourism product with tourists.

Training: Simple Website as Marketing Tool Date: 17.04.2012 The InFAcTo Training Needs Survey among local small businesses revealed that they need skills in developing simple websites in order to market their products and services. IT-specialist, Reget Kalamees, led the training. Training: Wholemeal flour buns and bakery for people with health problems Date: 03.05.2012. Local small producers and tourism entrepreneurs took part in the training workshop where the topic of glutenfree food was discussed. Participants learned how to bake with whole grain in the workshop led by Helgi Vait, an expert baker.

Heritage food- smoked meat and food experience 13.01.2012

Seminar: Learning from each other, networking with Southern-Estonia and Cross-marketing Date: 14.01.2012. Urmas Veeroja led the discussion on how local businesses could market each other to a tourist. He gave many examples on how cross marketing is done in Southern Estonia.

Wholemeal flour buns and bakery for people with health problems


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InFAcTo-project E-newsletter Page 8

WHAT HAS BEEN DONE SO FAR Häme Development Centre Ltd During 2012 the training and development activities of the project in Hämeenlinna region focussed fully on tourism product and service development. The year started off with two seminars about the needs and expectations of target market customers particularly those from Germany, the Netherlands, and Russia. The seminars were led by the tourism trade market experts: Mr Jari Einiö from SuomihouseJari, Amsterdam and Mrs Merja Pollok from Finnovate, Finland.

Nordic Forum, Turku, 13.-14.09.2012

As a direct result of the contacts made during the fair, the Executive Director of Labirint Travel visited Hämeenlinna region in late October. During this trip, the first tentative reservations were made visitors to come to Hämeenlinna during the Russian new-year period 2013.

Understanding the needs and expectations of the dutch customers by Mr Jari Einiö at Kirstulan Kartano

Following the seminars, tourism entrepreneurs were invited to join actual product development workshops facilitated by Mrs Pollok from Finnovate and held during the spring and autumn of 2012. The main groups for the workshops were: • Winter tourism package for Russians;

• Weekly activity program for international individual tourists; • Bus trip for German tourists; • Fishing package for Russians. During the autumn the InFAcTo project participated in the Russian tour operator Labirint’s workshop called Nordic Forum in Turku, Finland. The project had an opportunity to test market the new packages to Russian travel agencies as well as showcasing them in the Forum's mini fair and the feedback received was very valuable for fine tuning the tourism packages.

Mr Sergey Mikhailov, the Executive Director of Labirint Travel visiting Tervakosken Tervaniemi

The InFAcTo project also networked with other regional tourism projects in the region. The most active participation was with the Culinary Journey to Häme project, and which the InFAcTo project manager also showcased in the Nordic Forum. The InFAcTo entrepreneurs also continued to develop their internationalisation skills by participating in the English language conversation groups under the expert guidance of Mr Brian Joice from HAMK.


InFAcTo-project E-newsletter Page 9

InFAcTo-project E-newsletter Page 9

A FOOD TRAIL IS DEVELOPED NAMED AFTER EPIC HERO IN WESTERN SAAREMAA Text: Taavi Tuisk (Kuressaare Regional Training Centre) Local food tourism activists from Western Saaremaa are developing a food trail named after local epic hero Suur Tõll (Tõll the Great). The trail will offer tourists an active glimpse into local food. “The idea behind this trail is that after the day-long trip the tourists have an idea where the food of Saaremaa comes from and how it is prepared,” said Karen Allas, local food advocate from Saaremaa Marketing Association. The food trail will be orientated around community kitchens and village centres. Karen also said that they are developing a trip suitable for a busload of tourists “If you only had four or ten people, it would be difficult to make ends meet” she added. The food trail would include earth-baked lamb (baked by hot stones in a hole in the ground), local bakery products and legends about Suur Tõll. At Karala, a small village by the sea, tourists can eat seasonal smoked fish and participate in a variety of workshops. Depending upon the season; jams can be made in a community kitchen, visitors can try building a dry stone wall – a local ubiquitous feature of the landscape and cleaning fish nets. The day will end with eating the earth-baked lamb.

Local Food

Highlight: Earth baked lamb

Western Saaremaa food trail testing on 3rd July 2012

Smoked fish and other freshly made delicacy from Western Saaremaa form the central concept of the new tourism product


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InFAcTo-project E-newsletter Page 10

PEEK INTO THE REGIONAL TOURISM PACKAGE DEVELOPMENT Text: Jaana Räisänen (Project Manager, Häme Development Centre Ltd) ”Finland’s best reindeer park is in Iittala” Said Ms Evegenia Gvozdilina, the Scandinavian manager of Russian tour operator Labirint Travel, having visited the Iittala Reindeer Park with over 200 guests in the beginning of January. The well made program that consisted of traditional Sami songs, reindeer rides and excellent service impressed Evgenia so much that she brought three more groups in addition to the original one for a day trip from Helsinki to Iittala Reindeer Park. She has already made reservations for double the amount for next year. In addition to the two-hour reindeer park visit, the day trip consisted of lunch and shopping at the Iittala Glass Centre as well as guided tour of Hämeenlinna city, finishing with free time for shopping for traditional delicacies. Lehdon Liikenne buses from Jananakka with their Russian speaking driver drove the customers from Helsinki and back.

Reindeer park attraction in Iittala

The customers were the first ones as a result of the product development in Häme region. www.reindeerpark.fi www.iittalanlasimaki.fi www.kantahameenoppaat.fi www.lehdonliikenne.fi

Reindeer park in Iittala

Friendly park dweller in Iittala

Greetings from Iittala


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InFAcTo-project E-newsletter Page 11

NEW IDEAS, GETTING TO KNOW YOUR CUSTOMERS AND NETWORKING Text: Jaana Räisänen (Project Manager, Häme Development Centre Ltd) Our program of providing opportunities for local entrepreneurs and employees from partner regions to experience at first hand the concrete working life in partner country is midway in its execution. 26 people have already had the opportunity to make the intensive 5 day theme based visit to different enterprises. Originally the duration of the visit was to be 10 days, but this proved to be too long for the participants to be away from their normal work. The idea to have the visits theme based was to offer as efficient and interesting content to the entrepreneurs and employees as possible. ● The first program was in Häme region and was based around the theme of activity tourism – including accommodation and marketing with 9 participants. ● The second program was again to Häme region, with the same theme of activity tourism – to handicrafts companies with 3 participants. ● The third program was to Setomaa with the theme of activity tourism – including medieval tourism with 9 participants. ● The forth program was to Häme with the theme local food and activities – including medieval tourism with 9 participants.

Based on both verbal feedback and replies from the feedback questionnaires the placements have fulfilled the expectations of the participants. Here are a few comments from the feedback questionnaires: “I learnt a LOT! How to make nice interactive, fresh displays of medieval and medieval style things. It’s easier to list things I didn’t find amazing, because there aren’t such!” participant from Häme to Setomaa about work shop at Vastseliina castle for the entrepreneurs. “I have a good feeling about being on the right road in my business. I just recently started making products on my farm and am interested in working on being a farm that welcomes tourists. At Hakola Farm I had an opportunity to see that this can be successful” participants from Saaremaa to Häme about what was learnt. “I sensed differences in our cultures, now I can understand Finnish customers better” participant from Vorumaa to Häme about what were the most valuable parts of the placement program

Placement program In July 2012

Placement program In August 2012 : Workshop dinner at local food restaurant Maunviljelijät with food designer Pirjo Päivärintä

The rest of the placements will be during spring 2013.


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InFAcTo-project E-newsletter Page 12

PLACEMENT PROGRAM Setomaa first placement report 16th to 21st of April 2012 Text: Marjana Laanemäe (Union of Rural Municipalities of Setomaa) Our first placement of Seto entrepreneurs within the InFAcTo project was to the Häme region in Finland. This was rather a test run for placements as we had little idea of how well it would go and the people who took part felt a little bit like guinea pigs! The first night we spent at the Hotel Emilia in Hämeenlinna (this is also the place where 2 of our participants did their placement), it is a small and cosy hotel in the city centre. The participants were very impressed by the level of service offered by the staff of the Hotel and everyone was kind and polite, especially in the morning at breakfast where the waitresses were smiling etc. (you don’t see that in lot of hotels). The girls who did their placement at the hotel said everyone talked passionately about their work and were happy to work there, the staff were very open about their work, they kept the Hotel very clean, and were very helpful etc. One participant (Laivi Mesikäpp from Setomaa Turismitalo) was based at the Hotel Emilia (and later transferred to a restaurant owned by the same company). She was surprised that the Hotel was fully booked most of the time and that most clients were regular buyers. Here she learned how a large restaurant works and afterwards said she felt that her placement should have been longer (10 days), because there was so much to see and experience. Later other participants also said, that placements could have been for a longer period. This is a learning point for other projects in the future. Our second participant from Setomaa was Teele Kotov from Värska Spa. Her placement was in the Kiipula Rehabilitation Centre, near Hämeen-linna. Teele was also very happy with the placement, not only because she got to practice her Finnish language skills but she also saw many interesting aspects about how a company, similar to the Värska Spa, works in Finland. She found that the business environment was quite different from that in Setomaa (other Estonian participants, from Võrumaa and Saaremaa, similarly remarked

on how the work place environment was different). There was a lot less stress and worries for Finnish workers because they don’t have so many responsibilities, they don’t do overtime etc. The Estonians were also surprised at how much support is provided by the country for companies- they can train their staff a lot. The third participant from Setomaa was Mariana Laanemäe. Her placement was with Jaana Räisänen at Häme Development Ltd. (Kehittämiskeskus Oy) the lead partner of the InFAcTo project. Her placement allowed her to see how a large company is managed and how different tourism departments all work together. It was very useful experience, because Mariana was still a beginner in project management in that point. The participants also all had company visits. They were all surprised to see how great a proportion of the total client base were from businesses and also that most of the companies they visited were fully booked all year round. Although they were physically very close to each other, they all had clients and what was especially surprising for the Estonian group was that the companies were cooperating with each other even though they might also be competitors. That usually never happens in Estonia. During the last 2 nights they stayed in Aulanko Camping. Participants were a little surprised at the camping houses; it was like going back in time J, no renovations had been made and so on. However the owner was really helpful and organised extra services (including their transfer to the railway station) so there were no bad feelings about the place. The Finnish partners also organised a reception in Häme town hall for the visitors where they met with a number of other entrepreneurs some of whom later visited Setomaa. In conclusion everything went well and the placements were highly successful. Further placements are planned and it is hoped the Estonians can give the same welcome to the Finnish entrepreneurs when they visit Setomaa.


Page 13 InFAcTo-project E-newsletter

InFAcTo-project E-newsletter Page 13

PLACEMENT PROGRAM Setomaa second placement report 2nd to 7th of July 2012 Text: Marjana Laanemäe (Union of Rural Municipalities of Setomaa) During the week of 2nd to 7th of July 2012 another three Setomaa handicraft ladies (Sirje Pakler, Sirje Laanemäe and Aino-Maria Helm) visited the Häme region. The ladies had become very interested in the placement programme and the opportunities it offered for learning new things. Sirje Pakler is the founder-manager of “Meieselt Meroos” community handicraft club and has been working in handicrafts for most of her life. She likes to keep herself busy and has arranged handicraft theme summer courses called “Midri Ait” and also sings in Seto choir. She has taught in Finland and previously was headmistress of Nursi school. Aino-Maria Helm is Sirje Pakler’s right-hand lady in managing the Meroos community. She does handicraft, mostly patchwork and sewing and also sings in Seto choir. In her spare time she gives gymnastics lessons (something in between yoga and pilates). Sirje Laanemäe - works from home while helping her husband with bee keeping. She has worked for many years in the tourism sector, as a weaver with the UKU company, at Setomaa Turismitalo and she has travelled extensively throughout Russia. The “Meieselt Meroos” community organises a big event in springtime called “Rose day,” where the handicrafts presented are themed around roses. They make a range of handicraft items including patchwork (such as blankets), glass: including stained glass and melting technique, silk painting (scarves and more), felting, handmade paper and cards/invitations, bead jewelry, cross-cutting themes in addition to the rose theme are a national theme and a Seto theme (in different techniques). There are also a number of additional handicraft workshops throughout the year where the sell their products. Their first visit was an introduction to the Wetterhoff-house. As they made their way through the house they met the various artists and handicraft people who worked there. They had the history of the house explained to them and were shown a project activities presentation “ Creative space”, they learned about the artisan nature of the handicrafts and saw how handicraft people were gathered under one roof. They have studios and little shops where they could sell the merchandise. The

ladies discovered how much more advanced in this respect they are in Häme compared with in Setomaa. Next the group visited Hovinkartano Art Centre based in an old manor house, where they have a different set of workshops. It was here that they spent the rest of their placements. In the range of houses adjacent to the main house, there are artisan studios where you can do things with crafts or merely buy the products. The working atmosphere of the art centre where one can work with handicrafts and see what other handicraft makers are doing was very interesting. First they had a pottery course were they made flower shaped plates. The following workshop was glass pearl making, after the artisan showed them how to do it using the glass making machine and this really made an impression on them. Later they had the opportunity to make some glass beads themselves and after returning to Setomaa they designed a project to obtain a machine for their own craft community. It is hoped it will be installed in time for this years Rose Day event and they will run a glass bead workshop their too. Their final workshop at Hovinkartano was rose painting on wood and canvas. The ladies were invited to join the Art Centre poetry night and were also asked if they would like to decorate the room and coffee table with flowers, fabrics and antique objects and put their own handicrafts and honey on display for sale. In summary the feedback on the placement was very good. The highlight of the visit was the Wetterhoff house, where all artisans have their studios and little shops together under one roof. They would like to be able to do the same in Setomaa one day. They were very impressed at how open the Finnish entrepreneurs were with regard to their techniques and products, offering to let the visitors do pictures, showing them their pricing etc. This was very different from the Estonian way where they are too keen to keep their techniques secret etc. They returned with some great ideas for how to organise their Rose Day for 2013 and to invite their Finnish hosts and the Häme region handicraft makers and artisans to the handicraft day.


Page 14 InFAcTo-project E-newsletter

InFAcTo-project E-newsletter Page 14

5th BALTIC SEA TOURISM FORUM - Tourism Cooperation in the EU Programme Period 2014-2020 Rostock/Germany, 14-15 November 2012 The 5th Baltic Sea Tourism Forum was held on the 14th & 15th November 2012 in Rostock / MecklenburgVorpommern . The forum’s aim was to further strengthen the cooperation between the Baltic Sea Region countries and focused on the contribution of tourism to economic development in the Baltic Sea region in relation to the Europe 2020 strategy and the perspectives for a closer cooperation of tourism stakeholders in the area during the next EU programming period 2014-2020.

Infacto project presentation at the Forum (Germany)

The InFAcTo Project was represented at the Forum by project partners from Häme Development Centre (Jaana Räisänen, Anne Ojanen and Leena Puumalainen), from Häme University of Applied Sciences (Merja Helin and Kirsi Meriläinen) and from Estonian Rural Tourism Organisation (Raili Mengel-Sünt). The project manager Jaana Räisänen presented the InFAcTo Project aims, activities and future plans.

Participants at the Forum (Germany)

InFAcTo Project Manager presentation at the Forum (Germany)


Page 15 InFAcTo-project E-newsletter

InFAcTo-project E-newsletter Page 15

PROJECT PARTNERS MEETINGS Year 2012

Cooperation project between the two countries

Meeting in Helsinki (Finland) 20.01.2012

With the aim of ensuring smooth running of the project in terms of administration, planning and conducting the project activities in line with the original project application, the InFAcTo project team of 13 partners in Finland and Estonia formed a coordination group with members from each partner at the outset of the project. During 2012 there were 5 coordination meetings, which were held in Helsinki, Tallinn, Setomaa, Hämeenlinna and Pärnu. In response to accelerating work activity in the project it was agreed at the Pärnu coordination group meeting to form subgroups in order to focus more closely on specific project related developments.

Meeting in Setomaa (Estonia) 11.-12.04.2012

Subgroups created were: • marketing • final seminar • educator network • press and tour operator familiarisation trips • partner benchmarking trip

Meeting in Hämenlinna (Finland) 17.-18.09.2012


PROJECT PARTNERS

Lead partner Häme Development Centre OY (Development Centre Ltd Häme) Talaskuja 3, 13200 Hämeenlinna, Finland Leena Puumalainen Phone: +358 400997914 leena.puumalainen@kehittamiskeskus.fi

InFAcTo Project manager Jaana Räisänen Phone: +358 503454933 jaana.raisanen@kehittamiskeskus.fi www.kehittamiskeskus.fi

HAMK Univeristy of Applied Sciences PL 230, 13101 Hämeenlinna, Finland Merja Helin Phone: +358 36466908 merja.helin@hamk.fi www.hamk.fi

Kiipula Foundation / Kiipula Centre for Vocational Education and Rehabilitation

Võru County Vocational Training Centre

Kuressaare Regional Training Centre Kohtu 22, 93812 Kuressaare, Estonia Marve Koppel Phone: +372 4524605 marve.koppel@ametikool.ee www.ametikool.ee

Saaremaa Marketing Association Kiratsi kula, 93741 Kaarma vald, Estonia Karen Ann Allas Phone: +372 57852811 karenallas253@hotmail.com

Estonian University of Life Sciences Kreutzwaldi 1, 51014 Tartu, Estonia Lea Sudakova Phone: +372 5204112 lea.sudakova@emu.ee www.emu.ee

Center for Ecological Engineering Tuglase 1-6, 51014 Tartu, Estonia Merit Mikk Phone: +372 7422051 meritoko@gmail.com www.ceet.ee

NGO Estonian Rural Tourism Vilmsi 53g, 10147 Tallinn, Estonia Raili Mengel-Sünt Phone: +372 6009999 eesti@maaturism.ee www.maaturism.ee

Imago OÜ Filmi 6, 10152 Tallinn, Estonia Erki Kukk Phone: +372 56222998 erki@imago.ee www.imago.ee

Väimela, 65566 Võru, Estonia Reet Urb Phone: +372 7850822 reet.urb@vkhk.ee www.vkhk.ee

Union of Rural Municipalities of Setomaa

Obinitsa, 65301 Meremäe vald, Vörumaa, Estonia Mariana Laanemäe Phone: +372 5261581 www.setomaa.ee

Evanter OÜ Roheline 7, 86704 Sindi, Estonia Roger Evans Phone: +372 53999421 evanter.ou@gmail.com

Kiipulantie 507,14200 Turenki, Finland Pirjo Alijärvi Phone: +358 368521 pirjo.alijarvi@kiipula.fi www.kiipula.fi

Tavastia Vocational College Hattelmalantie 8, 13100 Hämeenlinna, Finland Anssi Kovanen Phone: +358 365811 anssi.kovanen@kktavastia.fi www.kktavastia.fi

www.infactoproject.e www.infactoproject.eu u EDITOR: Estonian Rural Tourism Organisation, Phone: +372 600 9999; E-mail: eesti@maaturism.ee


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