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Photo author: Alar Truu

Tourest Hosted Buyer programme -FAM trip to island Saaremaa and Hiiumaa

Junipers, windmills & island tranquility

Dear Tourism Professional,

Estonian Travel & Tourism Association and Estonian Tourist Board/Visit Estonia in cooperation with airBaltic and Tallink Silja Line cordially invite you to a FAM trip to Estonia in the framework of TOUREST 2027 Hosted Buyer Programme (HBP), from February 8-12.
The Hosted Buyer Programme and FAM trip are targeted to the product managers and the
sales personnel dealing with potential sales to Estonia from the following markets: Finland,
Sweden, Norway, Denmark, Germany, Austria, Switzerland, the UK, Spain, Italy, the Netherlands and Belgium.

The programme consists of following events:

• Discover Estonia beyond Tallinn- starting your experience with the pre-tours.
• Get-together dinner with the local suppliers in a relaxed and cosy atmosphere in a modern restaurant in Tallinn
•Meet and do business with a varied selection of best suppliers for Estonia during the TOUREST B2B Workshop, with around 30+ suppliers from different parts of Estonia
• Explore our capital city Tallinn, where the WOW factor is the charming combination of a
unique medieval atmosphere and a very modern and tech-savvy society
• Possible extensions for the weekend

Below you find your island programme, details will be added along the way.

Scroll down for more information and articles!

Photo author: Anna Ovsjankina

Saaremaa: Junipers, windmills & island tranquility

Saaremaa, Estonia's largest island, is a destination rich with natural beauty, intriguing history, and unique local culture. Known for its rugged coastlines, juniper trees and traditional villages, Saaremaa offers travelers a peaceful retreat and a deep dive into Estonia's heritage. Here, you can explore ancient medieval castles, marvel at rare geological formations, and relax in serene spas. Whether you're hiking through untouched landscapes, visiting the charming capital of Kuressaare, or savoring local delicacies, Saaremaa promises an unforgettable experience. This trip will introduce you to the island's heart and culture, revealing why Saaremaa is one of the Baltic region's friendly hidden gems.

Hiiumaa, TBA

Photo author: Marko Palm

Monday, Feb 8

Individual arrivals according to the schedule to airport or ferry terminal. Transfers will be arranged, please look for Visit Estonia sign.

You will be checking into hotel in Tallinn.

Dinner is available for guests arriving earlier, TBA

Tuesday, Feb 9- Pre tours to destinations!

Breakfast at the hotel, check out

Programme TBA

Photo author: Alar Truu

Wednesday, Feb 10

Breakfast at the hotel, check-out

Programme TBA

17:30 Check into the hotel

18:40 groups get together for a short bus transfer.
19:00 Welcome dinner in Tallinn.

Photo author: Robert Lindström

Thursday, Feb 12th - WORKSHOP DAY

Breakfast at the hotel

Workshop venue Nordic Hotel Forum, schedule TBA

19:30 Tallinn City presents: Get Together Dinner with organizers and Estonian suppliers at X restaurant. The dinner is hosted by Visit Tallinn

Friday, Feb 13th

Breakfast at the hotel, check-out

First part of the day exploring Tallinn, afternoon extensions on your own or departures

Kindly note that the organisers keep the right to tweak the programme along the way.

Photo author: Rasmus Jurkatam

What to Wear & Bring – Very Important!

You’re visiting Estonia in the heart of winter, and we’ll be spending lots of time outdoors, as per local customs. This means that what you wear will make all the difference between fully enjoying the experience… or counting the minutes until you can feel your fingers and toes again.

Estonian winter doesn’t negotiate - you will meet wind, ice‑rain, and proper cold.
That part is guaranteed.
How comfortable you feel in it depends entirely on how well you prepare.

To make sure you enjoy the show (and not just endure it), please follow the guidelines below:

Dress Like You’re Going on a Tiny Arctic Expedition
Think layers, layers, layers – the more the better.

We strongly recommend:

Warm base layers (thermal tops and bottoms)
A thick sweater or fleece
A windproof, waterproof winter jacket
Warm hat & gloves (yes, both are necessary)
A scarf or buff to protect your face from the wind
Sturdy winter footwear: hiking boots or flat rubber boots
Wool socks (and…)
An extra pair of socks and shoes to change into if your feet get wet
A small backpack is handy for carrying your personal items and any layers you might want to adjust.

.................................

Your contacts:

Kaidi Kuusmann
Tourest Hosted Buyer Programme
Project Manager
TourestFAM@etfl.ee

Kadri Koor, Evely Baum Helmis, Malle Kolnes
Visit Estonia
Market Managers
https://visitestonia.com/en/traveltrade/contacts

FUN FACTS to Wrap Up Your Hosted Buyer Programme:

You’ve Arrived at the Perfect Time: Bun Fest!

February is when Estonia celebrates Shrove Tuesday and Tallinn celebrates Bun Fest, a delicious city-wide tribute to semla-style cream buns that locals adore. Cafés across town compete to create the most playful, indulgent, and surprising versions - feel free to taste test your way through the city!

Tallinn: One of Europe’s Most Compact Capital Cities

Tallinn’s medieval Old Town and modern districts are all within walking distance - perfect for urban exploration and for seeing how history and modern Nordic living blend seamlessly.

Winter Swimming: Estonia’s Coolest National Sport

Estonians don’t just tolerate winter - some dive right into it. Literally.
Winter swimming is hugely popular here, and locals swear an icy dip boosts energy, brightens the mood, and keeps the immune system strong. If you notice people happily walking toward the sea in swimwear when it’s –10°C… that’s perfectly normal Estonia behaviour

Sauna: The Only Place in Estonia That’s Warmer Than People’s Hospitality

Sauna isn’t just a wellness activity here, it’s practically a national philosophy. Estonians believe the sauna heals the body, clears the mind, and fixes almost anything that isn’t strictly mechanical. It’s also completely normal to go from +80°C in the sauna straight into an ice‑cold sea or snowbank (imagine the endorphine!)! Something for you to try next time!