Tourest Hosted Buyer programme- FAM Trip to Tartu, the Capital of South Estonia
Cultural heritage and lively university town
Dear Tourism Professional,
Estonian Travel & Tourism Association and Estonian Tourist Board/Visit Estonia in cooperation with airBaltic and Tallink Silja Line 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 Tartu programme, details will be added along the way.
Scroll down for more information and articles!
Photo author: Timo Müürsepp
Tartu: the capital of South Estonia
Nestled among the hills, Tartu offers a unique blend of history, culture, and natural beauty that invite travelers to explore an enchanting side of Europe. Tartu, Estonia's second-largest city, is known as the intellectual hub of the country, home to Estonia’s oldest university and a lively atmosphere fueled by a thriving student population. Beyond its charming, historic streets lies a landscape of untouched nature, dotted with medieval castles, lots of lakes, endless hiking trails and deep forests. A journey through South Estonia unveils a mosaic of unique traditional Estonian villages, UNESCO heritage sites, and natural landmarks like the mystical Taevaskoja sandstone cliffs and the sacred Setomaa Kingdom region.
From Tartu’s innovative museums and vibrant cafés to the tranquility of South Estonia’s countryside, this trip will uncover the region’s rich heritage and rolling landscapes. Whether you’re looking to dive into Estonia’s academic heritage, taste local culinary treasures, or lose yourself in nature’s serenity, a journey to Tartu and South Estonia promises unforgettable experiences and an authentic glimpse into the heart of Estonian culture and natural beauty all year round.
Photo author: Eva Maria Tartu
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, that opened its doors 2025 and remains 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 for a short tram ride together to the 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
09:50 Checked-out and meet your host with sign at hotel lobby.
10:00 Depart from Tallinn towards Tartu.
In 2024, Tartu was the European Capital of Culture, catching the eye of major publications such as National Geographic Traveller, which called it "one of the 30 most exciting destinations to visit in 2024."
12:30- 14:00 Lunch at TOKO restaurant on the banks of the Emajõgi River
Discover the heart of Tartu on a 1 h guided walk through its charming Old Town. The tour leads you across the picturesque Town Hall Square and University of Tartu, one of Northern Europe’s oldest universities, and stroll up to Toome Hill, where scenic views open over the city’s red rooftops.
15:00 Check-in to Hotel Lydia, just behind Tartu Town Hall Square on the hillside of Toome Hill.
15:45 Let`s be creative at Aparaaditehas! We will visit TYPA Printing and Paper Arts Centre, located in a former boot factory. Workshop included.
17:30-18:30 Introduction to Estonian drink culture, degustation and snacks at Peninuki Distillery
19:00 Dinner at restaurant Pompei, in the heart of Tartu. Did you know? February in Tartu is a restaurant month. During this month of culinary experiences, participating restaurants offer visitors special three‑course menus created specifically for the campaign and available at a more affordable price than usual.
Photo author: Mana Kaasik
Wednesday, Feb 11
Breakfast at the hotel
10:10 Checked out, luggage to bus
10:30- 12:15 Guided tour at Estonian National Museum, the largest museum in Estonia with nearly 6,000 m² of exhibition space invites you to discover the everyday life of Estonians throughout history.
12:30 Short visit to Upside Down House, an exciting but dizzying experience where anything is possible and the things that usually are on the floor, are instead on the ceiling! Mostly intended as a family attraction!
13:15 Lunch at Humal bistro, a diner in central Tartu inspired by French food culture
15:00 Drive back to Tallinn
17:30 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: ERM
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 hopefully set 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.
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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!
Photo author: Peter Paxx
Useful material
Last updated
06.02.2026