Piloting of Light in the Dark experiences start

Around 50 SMEs and DMOs from partner regions in Lithuania, Latvia, Estonia, Finland and Sweden have co-created products in online workshops and physical seminars. The SMEs have been at the core of the service design process with added input from DMOs at seminars. The resulting products align with the respective experience categories of “Local Lifestyle,” “Nourished by Nature,” and “Active Adventure”.

In January the experiences were piloted in “desktop tests”. Product cards and piloting protocols were sent to a wide range of industry professionals. Collectively 169 responses were collated from DMOs, NTOs, tour operators and SMEs. The evaluations protocols and summary were sent to partners, participating SMEs and a summary of the main learning points was sent to local DMOs. The results will be compiled later in the low-season experience design handbook which will be published in October 2025 and in a product selection tool published in 2026.

After redefining the products with the help of the feedback and evaluation of the desktop tests a selection of experiences will be piloted in a series of transnational pilots during spring and autumn 2025. Each experience category will be piloted in at least 3 countries.

The first pilot will be carried out on 10.3 as a pre-tour to our Low season product design conference in Tartu, thus enabling partners, DMOs and SMEs from four partners to test one of the Estonian experiences.

The “Light in the Dark” concept, will itself be piloted in six countries in August in a campaign on META channels.

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