Tallinn, Estonia, has been recognised as a best practice by the Sustainable EU Tourism project for its strategic efforts to combat seasonality through events, marketing, and stakeholder engagement.

The city positioned its Meetings, Incentives, Conferences, and Exhibitions (MICE) industry as a key driver of off-season tourism. Hosting thousands of conferences annually before the pandemic, Tallinn continues to leverage this segment, especially during the low season. To further diversify its offering, the city supports major cultural events such as the Black Nights Film Festival and Tallinn Music Week, as well as its renowned winter Christmas market.

In 2017, Tallinn partnered with Lonely Planet to launch a successful winter campaign that reached over 3 million users on social media and significantly increased destination awareness. Today, similar efforts continue in collaboration with Visit Estonia to promote winter travel, recognising that 70% of international tourists only visit Tallinn during their stay.

The DMO also plays an advisory role, helping local businesses adapt to seasonal demand with creative solutions - from restaurant weeks and off-season cultural packages to business model adjustments. 

Tallinn’s integrated, multi-level approach demonstrates how smaller urban destinations can effectively address tourism seasonality while maintaining cultural vibrancy and economic resilience.

For more details on the key challenges the destination has faced and the solutions implemented to address them, please refer to the attached document.