The tourist board of Estonia is urging agents to sign up for its free trade training programme as the Baltic state prepares for ‘the Year of the Sauna’ in 2023.
Visit Estonia said saunas have been rooted in Estonian culture for more than 2,000 years and the year of celebrations will shine a spotlight on this aspect of its heritage.
There are 19 sauna varieties, including smoke sauna, turf sauna, igloo sauna, raft sauna, honeycomb sauna, cave sauna and barrel sauna.
After registering with the Estonia Expert training programme, agents can take six short training modules: Why Estonia?, Tallinn and North Estonia, Tartu and South Estonia, West Estonia and the islands, Culinary Experiences and Special Experiences.
The Special Experiences module features more information about smoke saunas, which feature in Unesco’s list of Intangible Cultural Heritage of Humanity.
Plans are being finalised for rewards for agents who complete the training modules. These will include fam trip opportunities, incentive prizes and giveaways.
Agnia Nast, B2B manager at Visit Estonia, said: “Sauna in Estonia is a way of life and the 2023 Year of the Sauna will be a great opportunity for travellers to relax, re-charge and re-connect the Estonian way.
“With such a wide variety of saunas to choose from, and easy-to-book sauna packages featuring craft beers, herbal teas, hand-made soaps and honey scrubs available online, adding a sauna experience to a visit to Estonia is sure to refresh both mind and body in exciting new ways in 2023.”
Travel agent Matthew Fisher, director at Real Holidays, said: “Estonia’s Year of the Sauna looks like a great way to shine a light on the health-giving benefits of traditional saunas and to enjoy the beauty of the country’s lake and woodland landscapes.
“Having all the details of sauna packages to hand makes recommending them to clients easy and straightforward to book.
“For UK spa lovers looking for a different way to treat themselves, it’s a great new opportunity to get whisked away.”