The Satakunta region promotes the growth and conditions for international tourism
Improving the conditions for the growth of international tourism is important in Satakunta region. Tourism businesses and destinations (regional tourism organisations) need information on internationalisation, such as productisation, international trends, making the most of the digital environment and market entry. The development of products and packages that extend the summer season is considered particularly important.
In order to enhance the effectiveness of internationalisation measures, it is useful to focus on one target market country from which tourists are attracted to Satakunta. This work is being carried out in the Next Level – Satakunta tourism growth internationalisation project, managed by the Center for Tourism Business Development, which is based at the Satakunta University of Applied Sciences. The target market country is selected on the basis of market analyses by Visit Finland.
– Focusing on the target market country will enhance internationalisation measures, but does not exclude the use of the information and material produced also in other markets, says Niina Aalto, Project Manager of the Center for Tourism Business Development.
A Satakunta product manual for international tour operators will be compiled on the tourism offerings of the region. In addition, a virtual fam trip for tour operators will be piloted. The aim is to include Satakunta's products in the product range of tour operators in the selected target market and thus increase international tourism in the region.
Closer cooperation is key
Closer networking and cooperation between tourism operators in Satakunta region is needed to make the province's tourism products accessible to international markets. Cooperation and support from regional tourism organisations and larger companies is needed to help small businesses succeed in internationalisation.
– We are attracting both companies that are already on the internationalisation path and companies that are interested in internationalisation to participate in the project measures," says Saila Valkeaniemi, expert and research manager at the Center for Tourism Business Development.
The development of international tourism in Satakunta should be linked both to development activities in line with the national themes and to the Satakunta Tourism Growth Programme 2030, which is also being carried out in the Next Level project co-funded by the European Union and launched at the beginning of 2025. The project will increase Satakunta's attractiveness to international tourists, strengthen the region's tourism brand, develop sustainable tourism supply in the province and support profitable business activities for companies. The first workshop focusing on international tourism demand and trends and Satakunta's unique selling points, challenges and bottlenecks will be held at SAMK's Pori campus on 7 May 2025.
