Visit Estonia has become the latest associate member of the Association of Touring and Adventure Suppliers, to promote the country’s attractions to agents in the sector.
The tourist board is represented in the UK by Nordic Travel Solutions, a marketing and representation agency that specialises in Nordic and Baltic destinations, and arranges events, fam trips and marketing campaigns.
Established in 2019, Nordic Travel Solutions’ co-founders and directors are Paul Wagner and Andy Fairburn.
“We would like to get to know and engage with the community of agents that are selling adventure breaks,” they said.
“We would like to introduce them to some of the options that they are perhaps unaware of.”
They added: “The travel agency sector is a crucial part of our proposition in the UK; with so many highly professional and specialised agents it’s important that we not only understand the different travel agency sectors but have an engagement with them too.”
Events planned for this year include a workshop for Visit Estonia in June in London.
They noted how the UK market is “more resilient than most”, saying: “Perhaps the Nordic and Baltic regions are a more considered purchase, but we have only seen the numbers of enquiries and visitors increase.
“We have seen a growing number of people considering the Nordics and the Baltics for the first time as a ‘cooler’ destination.
“With temperatures reaching record highs in the southern Mediterranean, the fresh air and nature-based activities in the Northern regions have an increasing appeal.
“The adventure sector is particularly important as we have seen increased interest in this sector.
“Nature-based activities and soft adventure feature highly in Nordics and the Baltics and with a more moderate climate, activities such as walking and cycling are much more enjoyable.”
Claire Brighton, Atas director, said: “It’s great to welcome Visit Estonia as an associate member.
“The destination offers fascinating itineraries and adventurous options that tap into the key trends our agents are seeing, so its input will be invaluable.”
