BackReflecting on 2024: A Year of Progress for Policy Area Tourism and a Look Ahead to 2025
As we conclude another dynamic year, Policy Area Tourism (PA Tourism) within the EU Strategy for the Baltic Sea Region (EUSBSR) has made significant strides in fostering sustainable tourism, strengthening cooperation networks, and setting the stage for an ambitious 2025. With two Steering Group meetings, the Baltic Sea Tourism Forum (BSTF) in Finland, and an enhanced digital presence, we have expanded our stakeholder network and advanced key initiatives for the region’s tourism sector.
Key Achievements in 2024
Steering Group Meetings: Strengthening Cooperation
PA Tourism organised two Steering Group meetings in 2024. The first, held in-person on April 18 in Riga during the Latvian EUSBSR Presidency, focused on summarising our 2023 activities, introducing the 2024 work plan, and preparing for the BSTF. The second, an online meeting on November 28, reviewed the year’s activities and presented the draft PA Tourism Action Plan. These meetings played a crucial role in reinforcing our collaboration with Steering Group members and aligning our strategic direction.
Baltic Sea Tourism Forum 2024: Showcasing Regional Strengths
The BSTF 2024, hosted in Oulu, Finland, on June 4-5, brought together 125 participants from 12 countries. The forum focused on cultural and culinary tourism, cycling, and coastal tourism. We welcomed multiple projects, including BEACH-SOS, Bothnian Coastal Route, Bike across the Baltic, Light in the Dark, and BSR Cultural Pearls, which presented their work and showcased their impact.
BSTF 2024 was widely promoted through social media, newsletters, and partnerships with national and regional tourism organisations. Post-event feedback highlighted strong engagement, with 58% of respondents rating the event as excellent and 55% expressing strong interest in future PA Tourism events.
Expanding Our Communication and Engagement
Our communication efforts have seen significant growth in 2024. LinkedIn remains our primary platform, with a 39.7% increase in followers, reaching 588 by the end of the year. Additionally, eight newsletters were published, enhancing our outreach to stakeholders. The newly launched EUSBSR website also provided an updated and centralised hub for PA Tourism initiatives.
The Pomorskie Tourist Board (PTB) and the Council of Oulu Region played an active role in promoting our events and supporting new project initiatives. PTB facilitated tourism-related partnerships and funding opportunities across the Baltic Sea Region, while the Council of Oulu Region strengthened regional collaboration through various EU programmes.
Looking Forward to 2025:Key Initiatives and Plans
Baltic Sea Tourism Forum 2025: Gdańsk as the Next Host
BSTF 2025 will take place on October 1-2 at the European Solidarity Centre in Gdańsk, Poland, hosted by the Pomorskie Tourist Board and Pomorskie Region and organised jointly by the PA Tourism Coordinators. With an expected attendance of 120-150 participants, the forum will focus on regenerative and data-based tourism. More info on the event will follow soon with the promo campaign to be lanuched already in March!
Strengthening Tourism Sustainability and Innovation
Our 2025-2026 Work Plan prioritises several key areas:
- Cultural and Rural Tourism: Supporting cultural heritage routes and events, developing sustainable tourism initiatives, and promoting year-round tourism opportunities.
- Regenerative Tourism: Encouraging sustainable tourism practices, collaborating with environmental organisations, and facilitating green infrastructure investments.
- Cycling and Culinary Tourism: Expanding cycling routes and food tourism experiences to promote sustainable tourism development.
- Enhancing Connectivity: Improving accessibility to rural tourism destinations through better transport and digital integration.
Additionally, we will continue to support Interreg-funded tourism projects, facilitate new project initiatives, and organise knowledge-sharing webinars. A dedicated focus on funding opportunities will ensure stakeholders are well-informed about available financial support for tourism development.
Fostering Collaboration and Cross-Sectoral Engagement
PA Tourism will further strengthen cooperation with other Macro-Regional Strategies (EUSAIR, EUSDR, EUSALP) by participating in EU Macro-Regional Week and facilitating cross-sectoral collaboration. We will also engage closely with policy-makers and funding bodies to ensure that tourism remains a priority within EU and regional programmes.
A Strong Foundation for the Future
2024 has been a year of progress, connection, and growth for PA Tourism, setting a strong foundation for 2025. With an expanded stakeholder network, strategic focus areas, and an ambitious work plan, we are well-positioned to drive sustainable tourism development in the Baltic Sea Region.
Stay connected with us through our website and social media channels as we embark on another year of impactful initiatives. Let’s continue building a thriving, sustainable, and interconnected tourism landscape together!
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