Light in the Dark addresses this challenge through a collaborative approach, working closely with destinations (DMOs) and small tourism businesses (SMEs) in the coastal areas of five countries around the Baltic Sea. Together, we create experiences under a common concept to attract tourists during the darker months of the year.

To ensure the project meets the needs of local communities, we surveyed 300 tourism SMEs to identify the main challenges and opportunities related to seasonality. Their input inspired innovative ideas for experience development and led to recommendations for public authorities and regional tourism ecosystems.

A concurrent market analysis, with 5,000 responses from nine European countries, revealed strong potential demand for sustainable, low-season, nature-based tourism. This research helped us align our offerings with market needs.

SMEs in Light in the Dark co-created products in three experience categories: Nourished by Nature, Local Lifestyle, and Active Adventure. Using service design methodology, companies innovated together in design sessions with DMOs. These experiences were tested both at the product card level and in a series of transnational live pilots during 2025.

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The new BSR concept helps the tourism sector better respond to and adapt their businesses to the low season, building resilience among businesses operating in the archipelago and coastal areas.