In spring 2023, Visit Estonia launched a strategic marketing initiative aimed at the Finnish market to boost off-season tourism by highlighting Estonian culture and spring–summer events. The campaign was driven by clearly defined, measurable objectives and supported by a robust analytics framework, including a dedicated dashboard to monitor performance and outcomes. As a result, the campaign reached 24% of the Finnish population and generated a 19% increase in interest in travelling to Estonia, along with significant growth in impressions, clicks, and conversions. These results underscore the importance of data in guiding marketing efforts. 

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#Tourism indicators #Tourism development #Stakeholder engagement #Destination management #Innovation in tourism