Many achievements in the Arctic Europe Tourism Cluster

A while ago, the AETC project passed its first of a total of three years. On this occasion, the steering committee and project team met in Rovaniemi. The aim was to look back at the progress made over the past year and to design a continuation plan to ensure that the project delivers the best possible results.

The Arctic Europe Tourism Cluster (AETC) is a cross-border project that is a further development of two previous Interreg projects jointly run by the Finnish Lapland Tourist Board, the Northern Norway Tourist Board and the Swedish Lapland Visitors Board. The aim is, among other things, to build a more resilient and regenerative tourism together with about 130 participating tourism companies and local destinations / municipalities.

Over the past year, two important networking events have been organized within the project. The first one was held in Kiruna and served as a kick-off that laid the foundation for further business cooperation. The second networking event was held in Levi. It brought together tourism companies with cultural actors to influence and strengthen further product development processes based on our Arctic local specific cultures.

A successful sales workshop in Harstad had an impressive turnout of 75 tour operators and travel agents from 14 different countries and 91 tourism entrepreneurs and representatives from local destination organizations. In total, 1 609 concrete business meetings took place.

In connection with the workshop in Harstad, five different Knowledge Transitions Tours were organized where the international tour operators and travel agents had the opportunity to experience the Arctic autumn in real life. A total of 46 tour operators participated in the different tours, visiting a large number of the tourism entrepreneurs from the Arctic regions of Finland, Sweden and Norway, who participate in the project.

Marketing efforts

During the spring, project staff have been working with tour operators from German-speaking countries (Germany, Austria and Switzerland) – as well as Belgium and the Netherlands – inviting them to participate in marketing partnerships. Work is currently underway to validate those organizers whose marketing efforts are in line with the strategic objectives of the project. Those who meet the criteria will work together with tourism companies and local destinations to promote the project’s priority fall season in Arctic Europe. Autumn has been identified by the project participants as the season with the greatest potential for the development of Arctic Europe as a year-round destination and the ability to attract the right guests.

The project has also procured a communications agency to support the implementation of the This is Arctic brand platform and contribute to increased awareness and knowledge of both Arctic Europe as a destination and the companies’ range of experiences and accommodation. After a thorough review of the tenders received, the Norrbotten company Oh My Interactive won the tender. The start-up of the joint marketing is underway.

Furthermore, the AETC has improved the digital visibility of participating companies. Through a customized and proprietary screening method, companies receive tailored feedback on how they perform in digital marketplaces and how they can strengthen their digital marketing capabilities.

Companies have also received individual coaching sessions with digital experts from the project team. Currently, preparations are underway to launch the Arctic Europe Digital Touring Routes. A campaign using Google my Business, Google Local Guide and Google Transit to create thematic itineraries, extend stays and promote local attractions across all three countries.

What happens next?

During the fall, an ongoing webinar series on AI in tourism will allow participants to test and explore different AI tools. 2025 will include more competitive initiatives such as a number of networking events and another sales workshop.