EUSBSR Forum Showcases Tourism Innovation and Collaboration

The EUSBSR Annual Forum held in Sopot, Poland on 29–30 October 2025 was attended by around 600 participants from across the Baltic Sea Region, making it one of the largest pan-Baltic cooperation events in the region.

The tourism session on 29 October 2025 brought together policymakers, tourism strategists, and local innovators to chart a new course for the Baltic Sea’s coastal areas.

A Multi-Dimensional Challenge

The session opened with Liz Nordström, Archipelago Strategist at Region Stockholm, who outlined the complex web of challenges facing coastal destinations: reliable transport and infrastructure, sustainable workforce and housing, and the need for coordinated action among public and private actors. “We must move beyond the summer peak and invest in new year-round tourism offerings, backed by clear goals and financial viability,” Nordström emphasised. Region Stockholm’s approach includes long-term partnerships, dedicated action plans, and innovative marketing to attract visitors in every season.

Regenerative Tourism and Community Engagement

James Simpson, Project manager at Novia University of Applied Sciences, leading the Interreg BSR project platform RegenT, highlighted the importance of multi-sector collaboration and a regenerative, community-based approach. “Low-season travel in rural areas needs focused cooperation across the tourism ecosystem—SMEs, DMOs, municipalities, and regions. True year-round tourism is not just about filling every bed place, but about meaningful, sustainable experiences,” Simpson explained. It is about flattening the seasonality curve and strategic tourism planning the benefits coastal communities.

Estonia’s Commitment to Year-Round Rural Tourism

Raili Mengel of the Estonian Rural Tourism Organisation shared Estonia’s journey towards year-round tourism. While strong commitment is evident, challenges remain: connectivity, infrastructure, and the need for diverse, low-season products and services. “Closer cooperation and co-creation between stakeholders is essential. We must improve transport, focus marketing on the low season, and support SMEs in adapting to market changes,” Mengel urged. Initiatives like the Baltic Coastal Hiking Trail and the Estonian Sauna Route exemplify how integrated infrastructure and authentic experiences can extend the season and support local communities.  The Light in the Dark project (a participating project of RegenT), for example, helps SMEs co-create off-season nature-based offers, piloting new concepts and sharing best practices across borders.

Maritime Heritage and Cross-Border Networks

Marcin Korszlak presented the Interreg South Baltic project Boatman, which is building a network of sustainable tourism destinations around the southern Baltic coast. By connecting hubs of traditional maritime craftsmanship and developing new tourist trails, Boatman is revitalising maritime heritage and fostering cross-border collaboration between Sweden, Lithuania, and Poland.

Key Takeaways and Forward Momentum

The panel discussion underscored the need for:

• Multi-level coordination and EU funding to drive innovation
• Strengthening SMEs’ capacity for green and digital transitions
• Leveraging culture and local identity to boost attractiveness
• Perseverance and shared learning across the region

As the session concluded, speakers echoed a shared vision: by extending the coastal tourism season, the Baltic Sea’s coastal areas and archipelagos can become vibrant, resilient destinations all year round—benefiting local communities, visitors, and the environment alike.

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