About Visit Estonia / Estonian Tourist Board

Visit Estonia is made up of more than 30 people with a mission. We work in 3 teams, one that looks after the end consumer, one that interacts with the travel trade, and one that deals with development questions. We work closely together to give our home country an advantage it deserves.

We operate as flexibly and creatively as possible. We react to fast-changing situations in the world of travel and adapt accordingly. Our strategy is made up of the following goals:

• Encourage first visits from long haul markets and repeated visits from closer target markets
• Increase visits outside peak season
• Prolong the duration of stay
• Expand the customer base to include a wider segment - different ages and interests, more demanding and higher-paying travellers

We market to travellers with different preferences by inspiring them with articles and visual material on our website www.visitestonia.com or www.puhkaeestis.ee (over 6 million annual visits) and on our Facebook, Instagram, Twitter, TikTok, VKontakte, Youtube, Vimeo and LinkedIn social media channels  (over half a million followers). We write news articles on current topics to our target countries and create thematic campaigns from family vacations to spa holidays to directly impact travel motivation in our neighbouring countries. We create international and viral campaigns that reach millions of people globally. (Rally Estonia fan army or #kaerajaaning challenge to younger audience in TikTok are some of the latest examples).

We promote international business and media relations by making sure that influential media representatives and potential tour operators, travel agents and wholesalers become informed about Estonia in the best possible way. We invite them on reconnaissance trips, organise networking events or network at important business events by representing Estonia, be that on our own or together with the Baltic or Nordic countries. Cultural and diplomatic connections are important to us.

We help Estonian travel industry and destinations get stronger by supporting their development with training, mentoring, financial aid and through creating new business models. We make sure that the services are safe and meet the changed expectations of travellers in the post-Covid world. We help to promote Estonia as a green destination where the development of sustainable tourism equally takes the environment and the local communities into account. We encourage the formation of strong local tourism organisations in Estonia.

We collaborate with Estonian partners and believe that the shared power of associations, destination management organisations and tourism enterprises can go a long way in creating strategies and promoting Estonia. In cooperation, we also promote Estonia as a destination for conference tourism and business events, and as a great place for international sports and cultural events.

Click here for our regional destination and association partners' contacts. 

We participate actively in global networks and are proud members of organisations such as European Travel Commission (ETC), Green Key, Green Destinations, European Tour Operator Association (ETOA), US travel agent network Virtuoso, USTOA, and many others.

We follow the data trail by analysing accommodation and day trip statistics, studying visitors’ travel motivation and behaviour, and by comparing Estonian tourism results with the numbers of the world (and, of course, with the numbers of the competitors). By having the most comprehensive overview of the tourism situation in Estonia, we help tourism companies with business decisions, participate in the Estonian tourism policy-making and offer a context for development planning for different destinations.

Explore the statistics!