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  4. Tourist programming in the destination during the seasons (weekly activities program)
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Tourist programming in the destination during the seasons (weekly activities program)

SmartSME competitiveness
By project RuralGrowth
Published on 03 March 2022
Pellervo Kokkonen
Senior advisor
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Pellervo Kokkonen

+358447585472
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About this good practice

A weekly activities program was compiled to offer visitors and locals interesting activities in Savonlinna from the beginning of June until the middle of August. Besides services that can be purchased the schedule included ideas for independent activities.
The participating enterprises were contacted individually. Programs were developed for families, individual travelers and couples to serve a wide audience. The aim was to attract local people to use local services, too. In the previous year it had been noticed that families visit Savonlinna. Therefore, activities for children were developed. The packaging of the program and other activities suggestions received good feedback. It also helped other local entrepreneurs to give their customers hints what to do on their holiday.
The aim of the program was to attract visitors and lengthen their stay as well as the tourism season. This information was made available e.g. in the online events calendar of the Savonlinna area and the online tourist information platform Visit Savonlinna. Posters were printed and distributed across the city center as well as handouts with the program and a map of the activity locations. The program was also advertised often online and in newspapers – even outside the South Savo region. The measure was executed in the framework of the project called “Savonlinna Live 2!”, which was funded from the European Social Fund (duration: 1/12/2020-30/09/2021).
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Resources needed

Partipation of SMEs in product development and implementation of promotion and other activities. In-kind contribution, not measured.
Savonlinna Live 2 project resources for the coordination of product development and promotion. Project budget 114 000 euros.

Evidence of success

New customers segments were found for activities and events. On product level, 40 % increase in demand was reported. Increases of 32 % of monthly bednights in hotels. National media visibility, "the most attractive destination in Finland. Increase in accommodation revenue by 2 mEUR from previous year.

Potential for learning or transfer

As a whole, the launching of Savonlinna Live projects (ERDF and ESF, influding support for SMEs, subsidies for pop-up events and activities, promotions and mentoring in implementing health standards) was a good example policy change and collaboration between local development agencies and program authorities in targeting the funds to proactively alleviate the acute crisis situation.

The weekly activities program is an example of seamless, ongoing and sustained cooperation between grass-roots tourism operators and the destination management organization. It is a model for proactive work that enables quick response to fluctuating market demands.

Further information

Website

Website

Good practice owner

Organisation

Savonlinna Development Services Ltd.

Finland
Pohjois- ja Itä-Suomi
Contact
Pellervo Kokkonen
Senior advisor
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Pellervo Kokkonen

+358447585472
About text formats
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    Tourist programming in the destination during the seasons (weekly activities program) https://interregeurope.eu/good-practices/tourist-programming-in-the-destination-during-the-seasons-weekly-activities-program
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