About project

Project objective

New Nordic partners seek cross-border cooperation to diversify their offer in tourism, to increase competitiveness and to initiate new tourism business. New Nordic project develops new cross-border tourism products in the eastern Baltic Sea region (Finland, Estonia and Latvia) for visitors of project’s target markets, USA and Japan, and aim to position the New Nordic area as an internationally recognized high-end/premium tourism destination and brand.

Project Coals

The project will reach 300 tourism businesses across the project area, of which 90 will actively commit to participate in the project. The project will generate 45 tourism innovations (tourism products) across the project area. 30 Finnish, Estonian and Latvian companies will conclude agreements and generate sales in the US and Japanese markets.

Brand of the new cross-border tourism region

To be able to communicate and market this new cross-border tourism region especially to US and Japanese customers, a brand “Beyond Nordics” has been created. The brand and the brand book open the idea and the concept of this tourism region by brand identity, key messages and visual guidelines.

Beyond Nordics showcases a selection of distinctive destinations across Northern Europe: Finland’s serene Lake Saimaa region, the vibrant Tallinn and the cultural spirit of Tartu in Estonia, and Latvia’s diverse gems – from the charming capital Riga to seaside Jūrmala. These destinations offer eco-conscious activities and effortless multi-destination touring combining itineraries in two or even three countries.

What unites Beyond Nordics regions is a shared devotion to pure nature, high-quality local gastronomy, and rich cultural heritage. Together, they create an experience defined by serenity, authenticity, and effortless relaxation. Genuine encounters with local people form a core part of journey’s true value. Beyond Nordics is for those who appreciate understated luxury – one that rises from simple pleasures and seamlessly crafted services.