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Photo author: Alar Truu

Tourest Hosted Buyer programme -FAM trip to island Saaremaa

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 2026 Hosted Buyer Programme (HBP), from February 9-13.
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.

Photo author: Marko Palm

Monday, Feb 9

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 Hampton by Hilton Hotel, a hotel that opened its doors only 2025 and remains smoothly on the way from the airport to the city centre.

Dinner is available for all guests arriving before 20:00, courtesy of Tallink City Hotel.
Finnish guests: dinner awaits on the ferry as a part of your ticket type.

18:45 meet in the hotel lobby and a short tram ride together to Tallink City Hotel, where you’ll enjoy a brief house tour followed by a dinner.

Tuesday, Feb 10- Pre tours to destinations!

Breakfast at the hotel,

9:20 Checked-out and meet your host with sign at hotel lobby. You will be hosted by Kristina, representative from Visit Saaremaa

9:30 Depart from Tallinn to island Saaremaa. Estonia's largest island has a completely different nature than mainland Estonia, and in the summer it's nice to stay at a tourist farm, and in the winter to relax in spas.
Enjoy 2 hours bus drive to West-Estonia for a short ferry ride

11:25-11:50 ferry from Virtsu to Kuivastu
Welcome to island Muhu! Muhu Island is a stopping point on the way to Saaremaa.

12:45 -14:15 Bread workshop and lunch at Angla windmills. Did you know? There is no food quite as quintessentially Estonian as dark rye bread. It is an essential component of any traditional Estonian meal.

14:30-15:15 small archery competition at Hiievälja archery farm
Continue our tour towards Kuressaare city, quick stop at Kaali meteorite crater
16:15-16:45 site inspection at Meri Seaside hotel in the centre of Kuressaare

Check-in to Georg Ots Spa Hotel, within a stone's throw of the medieval castle in the heart of Kuressaare. Free time to enjoy spa.

19:30 Dinner and schnaps tasting at Saaremaa Veski restaurant, located in a historic flour mill built in 1899.

Photo author: Alar Truu

Wednesday, Feb 11

Breakfast at the hotel, check-out

10:00 Vist to local disainer boutiques and souvenir shops in the city center

Guided walk through Kuressaare town towards Kuressaare castle.

11:00 Visit to Kuressaare castle, one of the most interesting and best-preserved fortresses in Estonia. While built during the 14th–19th century, the castle became one of the most remarkable buildings in Northern Europe.

12:15 Lunch at Hafen Restaurant, a cozy harbor restaurant, where the sea defines the flavors.

13:25 Drive back to Kuivastu harbor

14:40- 15:07 Ferry back to mainland, followed drive to Tallinn

17:15 Check into the hotels

Hotels: the group will be divided between two brand new hotels, Novotel Tallinn and Hyatt Place, located on a same street in the city harbour area, just a hop from old town.

18:40 groups get together for a short bus transfer.

19:00 Welcome dinner at Olde Hansa, the medieval restaurant with fun authentic Hanseatic city style meals and drinks. The dinner and two complimentary drinks are a courtesy of Visit Tallinn, additional alcoholic beverages can be purchased individually.

PS as the return to the hotels will be by walking (15min), we suggest the route passing the Fat Margaret in old town, assisted by warm layered clothing and comfy winter shoes.

Photo author: Robert Lindström

Thursday, Feb 12th - WORKSHOP DAY

Breakfast at the hotel

Tallinn: Medieval & Modern

8.40 Meet your group at the hotel lobby

1.5 hr guided walk to discover the UNESCO-listed cosy Old Town, surrounded by tower-dotted medieval city wall, the Dome Hill with viewing platforms and cathedrals, the Town Hall Square.

10:30 Guided tour ends at the gates of the old town in Viru street, followed by a walk to the workshop venue Nordic Hotel Forum.

11:00 Destination Estonia: presentations by Visit Estonia, Air Baltic and Tallink Silja.

Workshop session I

13:30- 14:30 Lunch on the spot

Workshop session II

17:15 Hosted walk back to hotel (ca 15 min)

18:15 groups gather at the hotels. Our journey begins with a bit of a twist - a cheerful transfer that will set hopefully the mood for the evening

19:30 Tallinn City presents: Get Together Dinner with organizers and Estonian suppliers at Fotografiska Tallinn Restaurant, MICHELIN 2025 Green Star. The dinner is hosted by Visit Tallinn and includes two complimentary drinks - if you wish to enjoy additional alcoholic drinks, these can be added to your own tab.

22:30 Bus transfer back to hotel

Friday, Feb 13th

Breakfast at the hotel, check-out. Our official programme will last till noon, so the group is welcomed to a final guided bus tour. As the last stop is the airport, kindly take your luggage to the bus.

9:30-12:00 Bus tour to discover diverse Tallinn districts, like

Tallinn's seaside gem, Noblessner, located just a short walk from the Kalamaja district and the city center.
Kadriorg Palace and Park, to see the most famous sights located in the park: Catherine's Palace, Swan Pond, Maarjamäe Castle and Presidential Castle.

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 and Kristiina Talisainen
Visit Estonia
Market Managers
https://visitestonia.com/en/traveltrade/contacts

FUN FACTS to Wrap Up Your Hosted Buyer Programme:

Sustainability in Action

This year’s programme is designed with low‑impact travel in mind - you’ll notice lots of walking, trams, and local mobility in place of buses. It’s our way of showing you how easy it is to explore Tallinn in an eco‑friendly way.

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!