Satakunta targets British travellers together with Latvia and Sweden
The Satakunta region in Finland is seeking growth in the British market together with the Kurzeme region in Latvia and the Biosphere Reserve Nedre Dalälven in Sweden. The aim is to introduce these still relatively little-known regions and their diverse tourism offerings to British tour operators and create new opportunities for tourism businesses to enter the British market.
For many British travellers, Finland is often associated with Lapland, Santa Claus and Helsinki. Much of the rest of Finland remains relatively unknown – and this is where an opportunity also lies for Satakunta.
Tourism businesses in Satakunta will be brought together with British tour operators and provided with practical support to enter the British market. The activities include market information and training, sales events, meetings between tourism businesses and tour operators, as well as familiarisation trips for tour operators to Satakunta and the other participating regions.
The cooperation also aims to develop joint multi-destination tour products between Satakunta, Kurzeme and Nedre Dalälven. The regions share a maritime character, UNESCO sites, a strong local culture and way of life, as well as historic ironworks environments. Together, the regions can offer travellers from the UK an interesting combination of tourism experiences along the Baltic Sea coast.
–British travellers looking for a local way of life, authentic experiences and interesting culture are an attractive target group for us. Satakunta has a lot to offer them. We now want to showcase the region’s strengths to British tour operators and help tourism businesses in Satakunta gain access to international sales, says Niina Aalto, Project Manager of BALTGEM at the Satakunta University of Applied Sciences’ Centre for Tourism Business Development.
International cooperation between the three regions will provide tourism businesses with new networks and create opportunities to raise the profile of all three regions in the British market. The aim is not only to increase awareness, but also to generate concrete cooperation and sales agreements between tourism businesses and British tour operators.
The work began in June 2026 as part of the Interreg Central Baltic-funded BALTGEM project, with the Satakunta University of Applied Sciences as the Lead Partner. The three-year cooperation involves SAMK, Kurzeme Planning Region in Latvia, and Biosphere Reserve Nedre Dalälven / Nedre Dalälven Interest Group in Sweden.
Taking the first steps into the British market at Ahlström Works
On 2nd November 2026, a free BALTGEM event will be held at Ahlström Works in Noormarkku for tourism operators in Satakunta. The event will explore the opportunities offered by the British market and identify the key selling points to use when promoting Satakunta in the market.
The event will also feature Laura Davies, Ambassador of the United Kingdom to Finland. It is aimed particularly at tourism businesses and other tourism sector professionals in Satakunta who are interested in learning more about the British market and its opportunities. Those interested can register via the SAMK Centre for Tourism Business Development website.