As we mark the one-third point of the AETC project, with two years remaining, our steering group and project team gathered last week in Rovaniemi. The meeting focused on reviewing our progress and designing an exit strategy to ensure the best possible results of the project.
Events and Workshops
Over the past year, we have organized two key networking events.
The first, in Kiruna in November 2023, served as our project’s kick-off, laying the foundation for future collaboration.
The second, held in Levi in June 2024, was instrumental in starting the product development process, bringing tourism companies together with cultural stakeholders.
This September, we held a highly successful sales workshop in Harstad. With an impressive turnout of 75 buyers from 14 different countries and 91 suppliers representing Northern Norway, Finnish Lapland, and Swedish Lapland, a total of 1,609 productive meetings took place.
The feedback from participants and tour operators has been overwhelmingly positive, particularly regarding the potential of the autumn season for our regions.
Once again, this event showcased the best that Arctic Europe has to offer, with a specific focus on the beauty of autumn.
Knowledge transition tours
In addition to the workshop, we organized a series of pre- and post-tours to give buyers a hands-on experience of the Arctic autumn. We had a total of 46 tour operators joining the tours below:
Pre-Tour A: Rovaniemi – Levi – Muonio – Kilpisjärvi – Lyngen/Skibotn – Harstad
Post-Tour B: Harstad – Narvik – Kiruna – Ylläs
Pre-Tour C: Luleå – Arjeplog – Bodø – Harstad
Pre-Tour D: Kiruna – Abisko – Narvik – Svolvær – Harstad
Pre-Tour E: Tromsø – Sommarøy – Senja – Andenes – Stokmarknes – Harstad
Marketing Cooperation with Tour Operators
Throughout the spring, the AETC team has been actively engaging with tour operators from the DACH and Benelux regions, inviting them to participate in marketing collaborations. We are currently in the process of reviewing responses and selecting tour operators who align with AETC’s strategic goals. Those chosen will work closely with us to implement their marketing plans, with agreements to be signed in the coming weeks.
The goal is to help market the autumn season, which has been identified by project participants as a potential season for development. With these combined efforts, we aim to achieve year-round growth and attract the right guests to our destinations.
Brand Marketing Initiatives
During the summer, we launched a search for a strategic and creative partner to support the implementation of our brand platform, “This is Arctic.”
After an in-depth evaluation of proposals, we selected Oh My Interactive from Sweden to lead this effort. Our brand marketing activities will begin this autumn.
Digital Innovation
AETC has also been enhancing digital visibility for participating companies. Our digital screening service is now available, offering personalized feedback on digital marketplace performance. This includes a one-on-one coaching session with our digital experts.
Additionally, we are preparing to launch our «Arctic Europe Digital Touring Routes» campaign. Using tools like Google My Business, Google Local Guide, and Google Transit, we aim to shape thematic travel routes, extending stays and promoting local attractions.
Upcoming Workshops and Webinars
We are also excited to offer webinars on AI in tourism. This hands-on series will allow participants to test and explore different AI tools and applications.
Future Events for participating companies
AETC Digitalization and Product Development in Tourism Event: Luleå, Sweden, January 2025
AETC Sales Workshop 2025: Inari, Finland, 2–4 September 2025
Available Material
Even though many of our activities are catered for participating companies, recordings of our live events and webinars are available on our YouTube channel. We encourage all companies to share these resources with their teams, hoping they will find valuable insights and learn from each other’s expertise within Arctic Europe, as well as from international case studies.