Under the Interreg Central Baltic Programme, a new development project called Scaling Experiences has been launched. It aims to help tourism and creative businesses in Estonia, Latvia, and Finland take their services to the next level. The project primarily focuses on rural areas near the eastern border of the European Union, with the goal of making them attractive destinations for international tourists.
Project Goal
The objective of the project is to support approximately 80 new small and medium-sized enterprises (15–20 from Estonia, 15–25 from Latvia, and 20 from Finland) in the fields of hospitality and experience services, mainly in rural areas near the EU’s eastern border.
The programme is based on the innovative Experience Economy business model. Experiences are categorized into four core types: entertainment, educational, aesthetic, and escapist. Each business’s task is to find the right balance between these categories.
The Experience Economy model allows small enterprises to move up the value chain—from a service-based economy to an experience-based one. Businesses will be engaged through two application rounds, and each programme cycle will last approximately 8 months.
Why This Project Matters
Currently, tourism businesses near the EU’s eastern border face similar challenges: the region is not perceived as safe enough to visit. Companies must work hard to attract visitors, stand out from other destinations, and offer added value and memorable experiences.
The project partners have identified shared interests among regional entrepreneurs:
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Increase the economic value of their services through the Experience Economy model
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Reach new target groups in international markets
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Elevate their branding and marketing activities to the next level
Participating businesses will receive customized growth journeys and personalized support from mentors, coaches, and tourism experts. Regular cross-border networking events and workshops will be held, supplemented by study trips. It is expected that around 60 companies will show real growth results.
Participation
Companies can apply to participate in the programme during two rounds: in autumn 2025 and autumn 2026. The programme is primarily targeted at businesses that have been operating for 5 to 7 years and are ready to move to the next level of growth.
Project Partners
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Tartumaa Tourism Foundation (Estonia)
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Association of Local Authorities of Lääne-Viru County (Estonia)
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Tartu Centre for Creative Industries (Estonia)
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NGO Vidzeme Creative Club (Latvia)
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Latgale Tourism Association (Latvia)
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South-Eastern Finland University of Applied Sciences (XAMK) (Finland)
SCALING EXPERIENCES
Duration: 05/2025 – 10/2027
Total Budget: €1,320,250
EU Support: €1,056,200
Programme info: www.centralbaltic.eu
Project Coordinator (via Tartumaa Tourism Foundation):
Janely Trahv
janely.trahv@visitsouthestonia.com
+372 5670 9096
