The STEAM project helps Finnish and Estonian sauna tourism SMEs increase their international sales, particularly in the Japanese market. The project combines market research, training, product development, digital marketing solutions, and cooperation with Japanese travel operators. As a result, participating companies will develop export-ready sauna products, strengthen their international networks, and improve their market visibility.
Background
Many Finnish and Estonian sauna tourism SMEs lack the resources, networks, and cultural knowledge needed to enter international markets, especially Japan. Additional challenges include language barriers, limited access to distribution channels, and insufficient experience in international sales. At the same time, tourism businesses are affected by seasonality, creating a need for attractive year-round tourism products.
Goal
The project aims to strengthen the international market readiness of Finnish and Estonian sauna SMEs for the Japanese market. Through market intelligence, training, mentoring, digital marketing tools, and cooperation with Japanese operators, participating companies will develop culturally adapted and export-ready products. The project also seeks to increase business opportunities, sales, and long-term international partnerships.
Impact
STEAM will improve the competitiveness, visibility, and export capabilities of sauna tourism SMEs. The project targets concrete business outcomes, including new sales and cooperation agreements with Japanese travel operators. In addition, it strengthens cross-border cooperation between Finland and Estonia and supports sustainable year-round tourism development in the Central Baltic region.
Funding source
Interreg Central Baltic 2021-2027
Main funder
Interreg Central Baltic
Contact persons
sini.jokiniemi [at] tuni.fi