STEAM
ongoing
STEAM
The STEAM project tackles a shared challenge in Finland and Estonia: sauna tourism companies lack the resources, networks, and cultural know-how to access the Japanese market.
The project approach combines market intelligence, training, digital innovation, product development, B2B matchmaking, and joint marketing campaigns. The project supports sauna SMEs in creating attractive and relevant sauna products for Japanese customers and delivers visibility, trust, and business deals in Japan, while supporting off-season tourism growth across the Central Baltic region.
Expected results
The expected results is that SMEs will develop into internationally ready businesses offering culturally adapted, export-ready sauna products and packages. Japanese travel and tour operators are heavily included in the process of the project to ensure relevant products and to build networks between SMEs and them.
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Main outputs include a comprehensive market research report on Japan, training, co-creation workshops and one-on-one sparring for SMEs, immersive digital marketing tools such as 360° sauna tours and 3D environments, co-created sauna travel packages and guidelines for SMEs. Beneficiaries are Finnish and Estonian sauna SMEs.
Picture: Harri Tarvainen
Expected results
The expected results is that SMEs will develop into internationally ready businesses offering culturally adapted, export-ready sauna products and packages. Japanese travel and tour operators are heavily included in the process of the project to ensure relevant products and to build networks between SMEs and them.
Join the STEAM email list here!
Main outputs include a comprehensive market research report on Japan, training, co-creation workshops and one-on-one sparring for SMEs, immersive digital marketing tools such as 360° sauna tours and 3D environments, co-created sauna travel packages and guidelines for SMEs. Beneficiaries are Finnish and Estonian sauna SMEs.
Picture: Harri Tarvainen
Duration 01.05.2026 - 30.04.2029
Total budget
Programme priority
Innovative Business DevelopmentProgramme objective
PO1 - More exports by SMEsLead partner
Haaga-Helia University of Applied SciencesProject News
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Managing Authority
Joint Secretariat
c/o Regional Council
of Southwest Finland
Visiting address: Linnankatu 52 B, Turku, Finland
Mailing address:
P.O. Box 273,
20101 Turku, Finland
E-mail: info@centralbaltic.eu
Phone: +358 40 550 8408
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