The webinar “Embrace Off-Season and Grow Your Sales”, held on 5 February, addressed one of the most pressing challenges in European tourism: seasonality. Hosted by Helena von Schoultz and organised under the Interreg Baltic Sea Region project Light in the Dark, the session focused on helping tourism entrepreneurs in the Baltic Sea Region create compelling off-season experiences and strengthen their sales capabilities.

The programme featured a diverse group of speakers representing research institutions, destination organisations and tourism businesses. The event opened with an introduction to the Light in the Dark project by Janina Selin, outlining how the initiative supports SMEs in developing sustainable and attractive tourism offers during low-demand periods.

Johan Engström explored the growing demand for nature tourism and outdoor experiences, highlighting how destinations can leverage seasonal contrasts rather than compete with peak-season offers. Pär Johansson addressed unique selling points and marketing strategies tailored to the Baltic Sea Region, underlining the importance of clear storytelling and differentiation.

Concrete case studies illustrated how off-season tourism can succeed in practice. Karīna Leinberga-Lemberga presented a Latvian example combining culture and gastronomy to create memorable shoulder-season experiences. Representatives from Sweden’s west coast shared how changing the narrative around the off-season can reposition destinations and attract new visitor segments.

The final part of the webinar shifted towards sales mindset and entrepreneurship. Julia Olin provided practical advice on sales strategies, confidence-building and customer engagement, emphasising that product development must go hand in hand with proactive selling. The session concluded with reflections and key takeaways summarising how collaboration, creativity and targeted marketing can turn the off-season into a competitive advantage.

For EU tourism more broadly, the webinar’s relevance extends beyond the Baltic Sea Region. Many European destinations struggle with uneven visitor flows, economic instability outside peak months, and infrastructure pressure during high season. Off-season development supports more balanced tourism, enhances resilience, reduces overtourism risks and strengthens local economies year-round. By sharing transferable tools and real-life experiences, the Light in the Dark project contributes to evidence-based tourism planning and sustainable growth across Europe.

The webinar recording is now available online, and registered participants receive full presentation materials.

Watch the webinar here:
https://www.youtube.com/watch?v=feffz5KVdxY

Event details:
https://interreg-baltic.eu/event/embrace-off-season-and-grow-your-sales-online-webinar-for-smes-in-the-baltic-sea-region/

Project website:
https://interreg-baltic.eu/project/light-in-the-dark

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