Experiencing Rural Entrepreneurship in Enhanced ERA Project Intensive Programs

As part of the Enhanced ERA project first round of training, three cross-border intensive learning programs (IPs) on rural entrepreneurship were organised in April 2025 in Finland, Latvia, and Estonia.

Following earlier online and local training sessions, participants – emerging entrepreneurs from various backgrounds – were invited to choose one destination (Finland, Estonia or Latvia). Each region provided unique opportunities to discover how cultural heritage, natural resources, and community collaboration can be transformed into resilient and purpose-driven enterprises. Participants were engaged directly with inspiring business owners and changemakers—visiting farms, forests, breweries, creative hubs, heritage sites, and small tourism enterprises. Together, participants learned how to build businesses that are resilient, rooted, and regenerative.

01–03 April 2025 | Kymenlaakso, Finland

The first course kicked off in Kymenlaakso, Finland, where the theme centered on rural resilience, food entrepreneurship, and the transformation of local heritage into modern business ventures.

The course began at the charming Ruhtinashuvila Guesthouse in Loviisa, with a welcome rooted in taste and tradition: fresh bread served with locally caught and smoked fish. A short visit to the Ahvenkosken Kalasavustamo smokehouse set the stage for discussions on artisanal food businesses and regional branding.

At Pyhtään Kulttuuritalo, an old municipal house turned cultural venue, participants learned how a disused building was transformed into a vibrant center for music, creativity, and tourism. Now an award-winning destination, it offered a powerful case study in adaptive reuse and community-driven innovation.

The journey continued with a visit to Merikeinun Alpakat, where alpacas play a starring role in a growing tourism business. This unusual venture demonstrated how emotional connection and uniqueness can attract visitors in rural areas.

At Villa Jaakkola, a family-owned farm that now welcomes guests and groups, participants explored the theme of “from farm to tourism.” The hosts shared their long-term strategy for diversification and preserving family legacy through entrepreneurship.

A visit to Takatalo & Tompuri Brewery, a “farm-to-brewery” business built on storytelling, community, and craft. Attendees joined a food-preparation workshop that reinforced the power of shared experience in hospitality and tourism.

Finally, participants explored the historic military town of Hamina through a role-guided tour—an immersive example of how character-based storytelling can elevate the visitor experience. As a theoretical addition, participants took part in a peer-learning workshop led by Marjo Särkkä, an expert in local food systems from the University of Helsinki. The discussion focused on rural tourism, local food experiences, and regional cooperation.

08–10 April 2025 | Gauja National Park, Latvia

In Gauja National Park, Latvia, the course focused on heritage-based business, regional cooperation, and creative tourism. The setting offered a powerful blend of castles, crafts, and co-creation.

The program opened in Sigulda’s Castle Quarter, where entrepreneurs met local artisans and explored how their businesses are grounded in cultural heritage and regional identity. A hands-on workshop at the Sigulda Walking Stick studio—a symbol of the town—showed how traditional crafts can be turned into meaningful products with strong branding.

A guided tour of Turaida Castle provided a look into how cultural and natural heritage function as tourism magnets, helping communities grow while preserving the integrity of the landscape.

At Mini Zoo Mežiņi, participants heard the story of how a rural animal park evolved into a year-round business model. The owner emphasized cross-business cooperation and the value of niche offerings in attracting consistent visitors.

A visit to Valmiermuiža Brewery provided an exciting example of how hospitality and cultural events—such as folk festivals, solstice celebrations, and artisan markets—can turn a brewery into a community hub. The takeaway: create an atmosphere, not just a product.

At Fantasy Land Neonija, an entrepreneur demonstrated how imagination and innovation can bring the outdoors indoors. This neon-themed fantasy world served as a business built entirely on creativity and emotion—an invitation to dream big.

In Valmiera, the co-creation space DARE welcomed participants into its innovation ecosystem, where creative ideas, community, and entrepreneurship meet. Here, entrepreneurs can grow businesses while learning new skills—a strong model for social entrepreneurship and shared infrastructure.

At Rucka Manor, an entrepreneur shared the transformation of a historical estate into a business and cultural center—an example of how heritage spaces can be activated through entrepreneurship.

The final field visit took participants to Ozolkalns Campsite, where the business operates year-round using natural resources for skiing, rafting, camping, and dining. The discussion centered on seasonality, adaptability, and the creative use of landscape.

The program included a lecture by Dr. Agita Līviņa, an expert in sustainable tourism and biosphere research. Her message emphasized the strategic use of cultural and ecological assets in long-term business models.

22–24 April 2025 | Lahemaa National Park, Estonia

The third program took place in Lahemaa National Park, Estonia. Here, the emphasis was on interpretation, regenerative thinking, and the deep value of place.

The journey began with a “Locked Doors” tour, where participants visited abandoned or overlooked sites and discussed how to see opportunity where others see decay. The metaphor was clear: entrepreneurs create value through perspective.

At Viinistu Art Museum, the story of Jaan Manitski demonstrated how a personal dream—turning an old fish factory into a thriving cultural venue—can spark a legacy. The message: vision can transform even the most unlikely space.

In Vergi, the owners of Wirkes Café shared their journey of building a micro-business with macro impact. Their strategy relies on local pride, seasonal awareness, and strong branding—proof that even the smallest ventures can thrive with heart.

During a therapeutic forest walk in Käsmu participants explored how health and well-being experiences in forests can be designed for modern travelers seeking relaxation.

At the Käsmu Maritime Museum, storytelling became the main theme. Participants learned how emotional, place-based interpretation can elevate local history into an experience that informs, entertains, and sustains.

A hike through Viru Bog, one of Estonia’s most popular natural attractions, was paired with a session from Wanderlust Hikes, who shared how they built a business around nature without compromising environmental integrity.

At Lahemaa Heritage House, participants experienced how cultural traditions—when preserved and presented with care – can become dynamic business offerings that honor both past and future.

The theoretical session featured a keynote seminar by Anna Pollock, a global thought leader in regenerative tourism. Her talk emphasized the importance of co-creation, systemic thinking, and businesses that serve people and planet alike.

Participants gained valuable insights into building resilient rural businesses rooted in local culture, heritage, and nature. They learned how storytelling, community collaboration, and regenerative practices can transform traditional assets into sustainable and purpose-driven enterprises. The hands-on experiences highlighted the importance of adaptability, innovation, and co-creation in fostering rural entrepreneurship that benefits both people and the environment.

Participants praised the wide range of perspectives and practical insights from hard-working local entrepreneurs, calling them “super examples of how to make a living out of your hobby or lifestyle.” Many described the programs as highly motivational, saying it was “great inspiration to start my own thing.” The atmosphere was described as positive and balanced, with “a good vibe and a good mixture” of activities.

Feedback also emphasized the strong organization, effective networking opportunities, and the overall structure of the programs — making it both professionally valuable and personally inspiring.

The next round of entrepreneurship training of Enhanced ERA project will begin in October 2025, including IPs in Söderhamn, Soomaa and Åland.