From February 13 to 15, the international tourism exhibition Tourest 2026 took place in Tallinn, where the Vidzeme Tourism Cooperation Network participated with a joint stand. Over the course of three days, Vidzeme was presented as a diverse, sustainable, and experience-based destination, specifically reaching out to Estonian travelers and industry professionals.
Four offerings – one story about Vidzeme
This year, Vidzeme was represented at the exhibition by four mutually complementary tourism products.
“Bānīša zeme” (Land of the Little Train), together with SIA “Gulbenes – Alūksnes bānītis”, was presented as a unique industrial heritage and experiential tourism destination. Visitors showed active interest in narrow-gauge train rides, thematic events, and routes in the Gulbene and Alūksne areas. Special attention was drawn to the opportunity to try out a handcar – for many, it was an unexpected and exciting experience.
Meanwhile, the Latvian Greenways Association positioned the Greenways at the exhibition as a sustainable and internationally attractive active recreation infrastructure. There was great interest in cycling routes, connections with Estonia, and opportunities for planning multi-day trips.
Additionally, the flavors of the Vidzeme coast were highlighted, bringing together local producers and culinary experiences, along with a specially developed bird-watching offer for nature tourism enthusiasts. Thus, visitors were offered both a gastronomic and nature-discovery journey within a single region.
What is the Estonian traveler looking for?
Conversations with visitors confirmed that today’s traveler is increasingly looking for a story and an experience rather than individual sightseeing objects. Borders between countries become less significant when the offer is based on shared values – nature, history, and authentic experience.
Estonian travelers admitted that they travel around Latvia regularly, yet more often choose Riga or the seaside regions. Many were pleasantly surprised by the diversity of the offer in Vidzeme and acknowledged that the region could become their next destination as early as this season. The active tourism offer and the possibility to relax “green” – in peace, nature, and with meaningful content – were particularly appreciated.
Contacts, cooperation, and next steps
During the exhibition, new contacts were established, cooperation opportunities discussed, and information provided to individual travelers regarding plans for the 2026 season. The stand experienced an intense flow of visitors and professional, meaningful conversations, confirming that interest in Vidzeme as a unified destination is growing.
The Vidzeme Tourism Cooperation Network expresses its gratitude to the organizers of the Tourest 2026 exhibition and the stand team for their professional, energetic, and passionate representation of the Vidzeme region, as well as to all visitors for their interest and valuable conversations.
Participation in the exhibition was implemented with co-financing from European Union funds within the framework of project No. 1.2.3.6/2/24/A/004 “Vidzeme Tourism Cooperation Network”.
