About project

Bringing the Hidden Gems of the Baltic Sea Coast to the UK Market

BALTGEM (Hidden Gems of the Baltic Sea Coast – Showcasing Idyllic Destinations Beyond the Mainstream) is a project that helps tourism SMEs from Satakunta (Finland), Kurzeme (Latvia) and Nedre Dalälven (Sweden) increase their visibility and business opportunities in the UK market.

Although the three regions offer unique coastal landscapes, cultural heritage, local lifestyle experiences, UNESCO attractions and nature-based tourism, they remain relatively unknown among British travellers. Many local tourism SMEs also have limited knowledge of the UK travel market and lack direct contacts with UK tour operators.

To address these challenges, the project brings together tourism SMEs, destination organisations and UK travel trade professionals. BALTGEM supports companies in developing their knowledge of the UK market, identifying regional strengths, and creating joint tour products that combine experiences from Finland, Sweden and Latvia into attractive multi-destination itineraries for UK lifestyle travellers.

During the project, partners will analyse the UK market, engage tourism SMEs, define regional and joint unique selling points, develop joint tour products and product manuals, and organise sales and networking activities with UK tour operators. These activities include workshops, virtual sales events, familiarisation trips and direct business matchmaking.

The project aims to create long-term partnerships between tourism SMEs and UK tour operators, leading to increased international visibility, export opportunities and sustainable tourism growth in the Central Baltic region.

How the project works

Phase 1: Understanding the UK market and engaging SMEs
Phase 2: Developing skills, joint tour products and promotional materials
Phase 3: Connecting SMEs with UK tour operators through sales events, familiarisation trips and business matchmaking