Tourest Hosted Buyer programme- FAM Trip to Viljandi and Tartu
Medieval Heritage, Local Culture and a Vibrant 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 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 will find the programme for Central and South Estonia, including Tartu. Further details will be added as they become available.
Scroll down for more information and articles!
Photo author: Visit Viljandi
Viljandi and Tartu: a journey through Estonia’s cultural heartlands
From Viljandi, the heart of Central Estonia, to Tartu, the capital of South Estonia, this journey reveals a captivating blend of history, culture, and natural beauty. Picturesquely situated on the shores of Lake Viljandi, Viljandi charms visitors with its medieval castle ruins, historic streets, and rich folk music traditions. Further south, Tartu, Estonia’s second-largest city, welcomes travellers with its lively student atmosphere, Estonia’s oldest university, innovative museums, and vibrant cafés.
Beyond these two distinctive towns, the journey unfolds through the diverse landscapes of Central and South Estonia, with peaceful forests, sparkling lakes, historic castles, and remarkable cultural heritage. From the atmospheric castle ruins overlooking Lake Viljandi to Tartu’s intellectual spirit and the tranquil countryside in between, this trip offers an authentic glimpse into Estonia’s history, local traditions, and natural beauty.
Photo author: Eva Maria Tartu
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 09- Pre tours to destinations!
Breakfast at the hotel
09:00 Checked-out and meet your host with sign at hotel lobby.
Depart from Tallinn towards Viljandi - a charming small town known for its medieval castle ruins, beautiful lake views and vibrant cultural scene. Often considered the heart of Estonian folk music, Viljandi combines historic charm with a relaxed, creative atmosphere
Lunch at
Check-in to the Hotel Soho, in the heart of Tartu Old Town.
19:00/19.30 Dinner in Tartu
Photo author: Visit Viljandi
Wednesday, Feb 10
Breakfast at the hotel
09.45 Checked out, luggage to bus
10:00- 11.30 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.
Lunch
15:00 Drive back to Tallinn
17:30 Check into the hotels
18:40 groups get together for a short bus transfer.
19:00 Welcome dinner in Tallinn.
Photo author: ERM
Thursday, Feb 11th - 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 12th
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.
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Your contacts:
Kaidi Kuusmann
Tourest Hosted Buyer Programme
Project Manager
TourestFAM@etfl.ee
Kadri Koor, Evely Baum Helmis and 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!
Photo author: Peter Paxx
Useful material
Last updated
26.10.2026