Beyond Nordics project 2025-2028
Joint cross-border marketing activity
Discover a new kind of cool. Finland. Estonia. Latvia
Beyond Nordics brings together three Northern European regions of distinctive character: the scenic Lake Saimaa in Finland, Estonia’s dynamic capital Tallinn and its cultural heart Tartu, and Latvia’s elegant destinations – the historic beauty of Riga and the seaside sophistication of Jūrmala.
What unites these regions is a shared devotion to pure nature, high-quality local gastronomy, and a rich cultural heritage. Together, they create an experience defined by serenity, authenticity, and effortless relaxation.
Genuine encounters with local people form a core part of the journey’s true value. Beyond Nordics is for those who appreciate understated luxury – one that rises from simple pleasures and seamlessly crafted services.
Each destination offers a rare balance: the ability to combine vibrant city life with the restorative calm of nature in a single trip. Compact cities invite visitors to explore culture, architecture, and exceptional cuisine, while the surrounding nature provides space for meaningful experiences – from foraging and sauna rituals to canoeing, or simply finding peace by an open fire with a cup of coffee in hand.
In the core of the Beyond Nordics brand lies a promise of peace of mind. Here, visitors rediscover themselves in places where there is space to breathe. Distinctive urban settings and untouched nature invite travelers to seek out new, authentic experiences that engage all the senses.
Beyond Nordics is crafted for those who wish to uncover something new on their journey. Northern
serenity has a way of lingering. Beyond Nordics is not only a destination; it is a state of mind carried long after the journey ends.
Photo author: Hans Markus Antson
Project partners
Beyond Nordics showcases a selection of distinctive destinations across Northern Europe:
- Finland’s serene Lake Saimaa region
- Vibrant Tallinn and the cultural spirit of Tartu in Estonia
- Latvia’s diverse gems – from the charming capital Riga to seaside Jūrmala
Photo author: Beyond Nordics
Beyond Nordics (New Nordic Tourism Possibilities) is a three-year international tourism development project bringing together destinations in Estonia, Finland, and Latvia to strengthen the Eastern Baltic Sea region as an attractive long-haul travel destination. The project is co-financed by the European Regional Development Fund (ERDF) with a total budget of €2.8 million.
The project is implemented by a consortium of tourism organizations and municipalities, including Savonlinna and Mikkeli (Finland), Visit Tartu and Visit Estonia (Estonia), Latvia Travel, and the city of Jūrmala (Latvia).
Beyond Nordics aims to create a common cross-border tourism region that attracts visitors from outside the EU, with a focus on high-end travellers from the USA and Japan. The project supports the development of new tourism products and multi-destination itineraries, strengthens cooperation among tour operators, travel agents, DMCs and carriers, and increases the international visibility and competitiveness of the Eastern Baltic Sea destinations.
Sustainability is a central principle of Beyond Nordics. The project encourages responsible tourism development through sustainable strategies and ecolabels, including initiatives such as Tartu’s Green Destination Platinum status, Savonlinna’s Sustainable Travel Finland certification, and Jūrmala’s ongoing green destination work.
The project benefits tourism SMEs and service providers by creating new international sales opportunities through joint campaigns and tour operator cooperation, while supporting wider Baltic Sea Region strategies and sustainable tourism growth.
Photo author: Beyond Nordics
Visit Estonia contacts
Last updated
06.02.2026