Visit estonia strategy and story

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The way we talk about tourism in Estonia has changed. Our brand is now experience-led, rather than destination-led and we speak to a core audience of Free Independent Travellers, with a passion for experiencing our nature, culture and food.

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Brand essence

It’s about time.

Brand purpose

Time is precious. We help travellers to make the most of it, through meaningful experiences that power deeper connections with our people and our places.

Brand positioning

Estonia is the independent nation for independent minds. It’s for those wanting to travel at their own pace and those who seek to experience a deeper connection with the country they encounter. Because in Estonia, no matter your schedule, you’ll have all the time in the world; Natural escapes are moments from anywhere. Authentic culture lives in the streets, not the history books. World-class dining can last a day. Thanks to our compact size and effortless accessibility, Estonia tailors its time to the traveller, meaning you can better connect to our nation’s roots – and your own.

Brand voice

Tuned in

Tuned into Estonian life.

Let loose

Let loose to discover the real Estonia.

Wide-eyed

Wide-eyed about Estonia’s hidden treasures.

Brand values

The language of time

The power of understatement

The release of creative freedom

Brand manifesto

From its long summer nights and surprising fifth season, to its distinct blend of Baltic, Nordic, Scandi and Soviet, Estonia is a mystery to many. A unique and timeless place with a many-layered history. Whether here for a weekend or weeks, travel pioneers will always have the time for eye-opening experiences. And inspired by our independent spirit, these independent minds can explore without limits, trying things at their own tempo.

Slow-paced nature forays through forests that stretch to infinity and around islands counted in thousands. Fast-paced culture fixes, from our ancient choral tradition to our hi-tech creative cities. Unhurried food journeys through our Nordic flavours or the innovations of our most imaginative chefs.

Our small nation of open minds and open spaces puts time on your side to make connections closer and moments more meaningful.

Visit Estonia. It’s about time.

Our audience

Our strategy is informed by three key ‘Passions’ – Nature, Culture and Food, and the story surrounding each has been written to engage emotionally with our audience. Each passion has a slightly different audience with varying motivations and characteristics. The following pages outline these audience profiles in more detail.

Natural Nomads

Culture Scouts

Flavour Seekers

Experiences

Our strategy is designed to reflect a shift in the way Estonia is marketed, from a collection of landmarks and places, to a collection of life-affirming experiences. Our strategy is informed by three key ‘Passions’ – Nature, Culture and Food, and the story surrounding each has been written to engage emotionally with our audience. The following pages outline these experiences in more detail.

Experiences with nature

Experiences with culture

Experiences with food