Estonia and Nordic specialists target agents to drive growth

Travel agents have been hailed for their role in boosting sales to Estonia and the Nordic region, as a survey of tour operators found more than 70% including the trade in their sales strategy.

The survey was carried out by Visit Estonia and marketing agency Nordic Travel Solutions, and found 68% of operators surveyed said enquires were up on 2022, with almost half making more bookings than last year.

Of those surveyed, 25% of operators sell exclusively to Estonia, with others combining the country either with Latvia and Lithuania or the wider Scandinavian region.

The organisations said: “Though relatively small, [the survey] demonstrates the important role played by travel agents in selling Estonia and the Nordic states as demand continues to bounce back strongly this year.”

Andy Fairburn, Director of Nordic Travel Solutions and Visit Estonia, added: “This survey clearly illustrates the key role that travel agents are playing in securing sales of tour operator programmes to Estonia and its regional neighbours, and their help in converting the rising level of enquiries this year into firm bookings.

“Estonia’s capital Tallinn (pictured) is celebrated as the best-preserved medieval city in Northern Europe, but the country’s wild side is also becoming more appreciated by hikers and bikers while foodies are flocking to the fine dining and great value restaurants newly recognised by the Michelin Guide.”

Visit Estonia has created an online training programme for travel agents, featuring six modules. All those who complete the course before March 10 will be entered into a draw to join a fam trip to the destination this spring.

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