Artices on project CAITO in Japan

Project CAITO are reaching the wider public in Japan via several media posts and articles.

Web magazine “IDEAS FOR GOOD” with 35 000 readers per month has published three articles:

1. Introduction of Estonian cosmetic item “TILK” ( 17 of July, 2018).
See here:

2. Free public transportation system in Estonia ( 24 July, 2018). The idea of free public transportation and reaction of local people, especially concern of influence to bus local network from Tallinn.
See here:

3. Valguma Passaule bear food walking in Latva (2 of August,2018). Experience of walking walking program and sustainable tourism with nature protection was emphasized. See here:

Lifestyle magazine In the life Vol.9 (circulation 50,000 copies) on the 28 December, 2018, published article “The reason to travel, Feeling other culture in Estonia and Latvia”. The article starts with introduction each capital city (Tallinn and Riga) and describes smoke sauna at Laugh tourism farm, introduces local markets and foods, parade of song & dance festival in Riga, Valguma Pasaule and restorants.

Seasonal healthy & beauty magazine Kiitos vol.11 ( with circulation by 35,000 copies published on 25 of December,2018) published article under the theme of “Welcome to Baltic states, Estonia and Latvia”. The contents are – general introduction of Estonia and Latvia, introduction of Laugh tourism farm, souvenir shop in Saaremaa island, introduction of Valguma Passable,  Dzirnupes farm, Zilver wine farm and song & dance festival.  

CAITO: A bridge between Estonia-Latvia-Southern-Finland and Japan

Project manager Lea Sudakova was interviewed by Johanna Joosep from Contact Point Estonia.
Published at

What is common to Japan and the Baltics and what are the cultural differences? It is clear that all countries mentioned above are keen on nature and culture. How does Central Baltic Programme’s project  CAITO change the readiness of Japanese tourists to visit the Baltic cluster area, will be discussed more closely with the Estonian University of Life Sciences lecturer and CAITO Project Manager Lea Sudakova, on a rainy day in Tartu.
What is the purpose of the CAITO project?
The CAITO project (Meta Cluster for Attracting the Japanese Tourism Market) aims to promote and support rural tourism companies entering the Japanese tourism market.
Our main goal is to improve the quality and marketing services for small businesses in Estonia, Latvia and Southern Finland. So far, Japanese tourists have come to our capitals and have also found some attractive places in rural areas, such as Kihnu Island in Estonia. This is all due to the membership of the UNESCO Heritage List.
Due to the distance, our country is unknown to Japan. In order to make ourselves visible, we find that we should unit with Finland and Latvia because it was known that Japanese tourists would like to visit at least one country in Europe for one voyage. In the last 20 years, Finland has done a great job in the Japanese market. We assumed that this would have worked for us, but these developments had not reached West Uusimaa. Our project is like a very long bridge, which we build over distances and different cultures.
Why the Japanese market?
The Japanese market is so far but interesting. Marketing there is expensive so that it can only be done through financial support. Our team had the experience that Chinese tourists are still a young tourist market compared to the Japanese market. There are not yet any target groups in China whose expectations would be related to rural tourism or nature tourism. Contrary to the Japanese, many of whom have visited Scandinavia and our capitals, and a large group of people who would like to go further and explore the nature and culture more deeply.
How did rural tourism become the focus?
I am the founder member of the Estonian Rural Tourism Association and one of the original developers of the development strategy, and have done several collaborative projects with rural tourism enterprises. We have genuine and interesting offers, but the average annual occupancy rate in rural accommodations is 33%. This does not allow to raise the quality and to do marketing properly. It was necessary to find a market that fits our expectations and has broader interests in nature and environmental sustainability. The near markets are exhausted.
What has been successful?
We have very good Japanese experts, partly because we failed in the first round. We were convinced that our project was necessary and decided to re-submit it in the next round. Ülari Alamets, coordinator of the Central Baltic Programme, gave us necessary advice and explained the programme’s expectations, that we should increase our marketing efforts so that we can see the visibility of the Japanese market. So we found a Japanese expert who has been working 20 years for Visit Finland and for several years for the Baltic countries. This is a genuine professional who can provide feedback on how something in Finland succeeded and behind whom is the entire tourism network in Japan.
What has been easier than expected?
We are very enthusiastic about the project. The distance from the Japanese market and the fact that they are completely unknown to us, has helped to create enthusiasm and motivate people very well. Rural tourism companies have not been able to cooperate with local tour operators operators before and now they have a connection. We have very good partnerships, both in Estonia and in Latvia.
What has been harder than expected?
In this experienced project team, we can say that difficulties for us are more of a challenge. And challenges always make you more active.
How has CAITO stood out in the Japanese market?
According to statistics, the number of overnight stays by Japanese people in the first half of this year, compared to the same period in 2017, grew by 31% in Latvia and 39% in Estonia. There are no separate statistics for Southern Finland. We believe that quite a large part of this increase is also due to the efforts of our project team and what we have done for that.
We participate annually at the JATA EXPO, Japan’s largest tourism fair, which takes place in September. Certainly, one of the measures is marketing brochures, as the Japanese tour operator wants information on paper. You might think that the tour operators can handle English, but in reality they still expect this linguistic response to be made by the bidders. Next, we have organized tours for tourists and the media and bloggers.

A great success, which we did not expect during the planning phase, is a seminar for Japanese tourism operators in Tokyo, which has been of great interest. We also participate in annual contact events for tourism operators from the Baltic States and Finland. Additionally, of course, information sheets, social media and website with a digital map of sample routes and electronic marketing materials.
Let’s talk a bit more about the target audience…
We want to move more towards small groups and small tourism operators. The target group is people who are interested in rural tourism and who are interested in local culture and the environment. If earlier the Japanese arrived in groups of Japanese travel agencies and the length of the trip was 1-2 weeks, nowadays it is usual to take short individual trips, and this is largely due to improved flight connections.
How do you reach the target audience?
Most importantly in Japan one must have a trustee. It is said that when it comes to business with the Japanese, it will take about 3 years for confidence to emerge. For Japan, it’s important that the official tourism agencies support the project from Estonian side; we are not just any project. Japanese tourism operators really like the fact that they do not only need to communicate with our tourism operators, but they can immediately contact the rural tourism industry directly.
How did the partnership develop in the project?
At least some core of the people should have worked together beforehand, so that it would not take long for the confidence to emerge. Social capital is a great asset, and we had at least 4 partners who have somehow collaborated in the past.
How is the sustainability of this project guaranteed?
All marketing and product development activities are repeated annually. In 2019, our project will end. One guarantee of sustainability is that our group has associations of rural tourism who will continue their activities in the project. We had to change the partner for Finland, but it was just for technical reasons. Currently, the city of Lohja is a partner that represents Southern Finland and they are the ones who carry on with everything in Finland. There’s also a homepage where we store our products, packages and also have an interactive map.
For product development, we have done a lot of training, but more is planned. Practically all members of the Rural Tourism have shown interest. Those who really want to move forward have a mentoring program designed for them.
One of the work packages we also have is customer journey analysis. The client’s journey, or where does the idea come from or when choosing the tourism destination, from where is information gathered, how to access destination and so on. We are aiming to remove barriers from this journey. To a large extent, problems relate with information transfer, but also to transport and accessibility. We interviewed key people and organized tourist seminars in Estonia, Latvia, and Finland. At the outset, we will come together to discuss national problems. The first forums are this fall. Latvia already has an excellent result, in spite of the presentation of the problems of the client’s journey made by the Managing Director of the Latvian Association of Rural Tourism, Asnate Ziemele. The Ministry of Transport of the Republic of Latvia has been involved with the development of tourist routes by public transport, and the presentation of these routes to the public is already on the agenda today.
For us, a comprehensive approach is important. It does not imply that the market exists, but there is no product or vice versa, the product exists, but there is no market or there is no accessibility. This way, it does not work, all the links in this chain are important.
What has CAITO enjoyed in cross-border?
Meta cluster is cross-border cooperation in our project, and as a result, we have been able to capture our micro and small businesses in order to understand the distant market. Surprisingly, we have a lot of experience to gain from Latvian partners. We thought Finland had more experience, but southern Finland is in a much more difficult situation than Estonia. The whole partnership is very equal, which would not have been the case if all of Finland was included as a partner.
Have you come across with another projects?
I recently visited Hiiumaa with the invitation of the ONE BELT project, which hosted the Asia Tourism Seminar. Their project team found they are our followers, and they can apply one and the other in their project.
What would be your recommendations for starting projects?
Look for a foreign expert who really is of a great help. The partnership should have been worked together beforehand in some aspects. It is worth taking big challenges, because in the partnership everything can be resolved.

The CAITO project has been funded due to a strong partnership, well-thought-out plan to assist Estonian, Finnish and Latvian rural tourism products in the Japanese market, which may increase the number of visitors from Japan and the resulting income. The project is being implemented by the Estonian University of Life Sciences, the Estonian Rural Tourism NGO, the Latvian Agricultural University, the Latvian Rural Tourism Association, the Laurea Applied Higher Education Institution, the LUMO, the Lohja City Government and the Ruralia Institute of Helsinki University.

Brochure GoRural Food and Drinks

The publication introduces the reader with typical Finnish, Estonian and Latvian meals that are both traditional and contemporary and can be found on the menus of cafeterias and restaurants. The cuisine of our countries has lots in common in terms of food recipes, as well as the ways of product use. Fresh, seasonal local products are highly valued, however, each country has their own meals and traditions of cooking and serving them. The GoRural Food and Drinks brochure is meant to encourage Japanese visitors to learn about our traditional meals and food habits. Each description of a dish included in the brochure contains the list of ingredients used in its preparation, the way of cooking and a photo. The descriptions have been grouped in chapters: Cheese, Greens and Salads, Soups, Fish Dishes, Meat Dishes, Mushrooms, Bread, Sweet Dishes, Pancakes, Drinks.

The brochure has been compiled in English as well, but it has been printed in Japanese.



New manual of rural tourism products “Go rural 2018”

We have prepared  a manual of rural tourism products Go rural 2018. This is the second edition, updated and supplemented, based on the experience of the activities and results of last year’s marketing events. As tourism businesses and tour operators have observed, Japanese tourists like not only traditional tourist destinations of Latvia, but also the offers associated with environment and plant world, for instance, nature trails, picking mushrooms, learning about local medicinal herbs, etc.

The manual is intended for tour operators, professionals of the sector and travellers. It has been published and printed in Japanese, as well as its electronic version is available in English. The manual includes practical information that helps while planning your trip – programmes of single day excursions in the countryside, visits to producing farmhouses and craftsmen’s workshops, homesteads, which introduce to the traditional rural lifestyle, visits to rural hotels and SPA facilities, as well as multiple-day-long tourism programmes. In response to the interest of tour operators and Japanese travellers, the offers of wedding trips are also included in the manual.  The manual contains information on public transport, as well as the contact information of Latvian, Estonian and Finnish tour operators.





Authors: Anne Matilainen and Saana Santalahti

The aim of this study was to get an impression of the image of Finland from those Japanese who already have some knowledge on the country. As many Japanese tourist only use the Helsinki-Vantaa airport as a transfer airport to Europe, there is a need to consider how to keep the Japanese in the country. Thus, there is also a need to understand why the tourists visit the places they do. This is question this study aims also to answer.

The study was carried out by interviewing Japanese who have been living or staying in Finland for more than three months but no more than five years. As the purpose was to find interviewees who had more experience from Finland than an average tourist, but had not yet fully integrated to the Finnish society, this timespan was seen as the most suitable. The data was then analyzed by using qualitative thematic analysis.


Is it easy for our foreign guests to travel by public transport in Latvia, Estonia and Finland?

Summer is the best time of the year for rural tourism to relax from a city rush and enjoy the beauty of Latvian nature. Peaceful countryside idyll, bird watching, trying local specialities and participation in traditional arts and crafts workshops – these are just a few of activities that foreign guest wish to experience, thus giving preference to visit the countries of Central Baltic Sea – Latvia, Estonia and Finland instead of many other attractive travel destinations.

To find out the viewpoints of foreign guests in the above mentioned countries regarding their experience of traveling by public transport, the partners of INTERREG Central Baltic Sea “CAITO – Meta cluster for attracting the Japanese tourism market” project group conducted structured interviews with a wide range of rural tourism stakeholders. The central focus of the CAITO project is Japanese tourists, since the number of their visits is increasing due to growing concerns of geopolitical instability in other so far popular tourism destinations in Europe. Changes in lifestyle also play important role – there is an increasing trend to spend more time in fresh air, taste eco products and try local traditions, which is available outside cities in rural areas.

Tourists who have visited Latvia, Estonia and Finland admit that in the cities public transport system is good, various modes of public transport are optimally integrated to meet the needs of passengers. However, in remote rural areas the situation is not as optimistic – there is a need for more frequent trains/buses, and timetables of various modes of transport often are not integrated causing problems with travel planning.

As tourists often wish to see as many sightseeing objects of one area as possible, it is highly important to have a well-planned route, which efficiently combines several modes of transport. Research results show that currently there are just a few internet sites available where travellers can obtain information about all transport services’ providers, as each transport enterprise mainly provides information only about its own routes, thus travellers often have problems to combine routes of two or more different transport service providers. Moreover, buying tickets is another challenge as, unlike in most of cities, in rural areas traffic time-tables (directions, departure/arrival times) are available only in official language but not in English. A significant problem for travellers in Latvia is that, in accordance with the Latvian State Language Law (Article 21 of the State Language Law), all information that is intended for the public and provided by state or local government institutions must be in Latvian only with a few exceptions (for example, information in international transport centres).

It is easy to find information in Google, but internet access at affordable prices is also essential, which often is a problem for people outside the EU. Visitors to Europe usually have some experience in rural tourism and thus are better prepared for exploring certain places, but most Japanese tourists do not know that there are a lot of nice places in the countryside in our region, so it would be helpful to add transport links with short explanations in English to internet sites, so that visitors themselves could find the necessary information.

Although electronic tickets are accepted on buses and trains of almost all transport companies in the cities, they should, in most cases, be printed on paper. Moreover, it is problematic to purchase tickets for bus ride in rural areas, and although tickets can be bought on-the-go if there are free seats, for many travellers, especially traveller groups, this does not seem a safe way how to plan their route.

One of the research findings suggests that, currently rural bus networks are designed for local people to be used on a daily basis. In particular, in the remote rural areas, “on-demand transport services”/ “dial-a-bus” are increasingly being introduced, resulting in less frequent access to scheduled transport services. This makes it increasingly difficult for tourists to develop timely travel routes and buy tickets well in advance before the date of the trip.

As foreign travellers admit, although people in rural areas are usually kind and responsive, for them it is often difficult to communicate in English; thus, if the bus driver does not speak English, it is almost impossible for foreign tourists to find out at which stop they should get off. In this regard, positive changes are expected in 2021, when Latvian bus route contracts will be renewed as part of the procurement procedure, by which it is intended to provide a stop announcement system on buses in audible and written form on video display screens.

Project CAITO in Japanese media

Herewith our Japanese colleagues share with us media coverages by participants of CAITO press trip during 28.08.-03.09.2017 in Latvia, Estonia and Finland

・6 pages articles in fashion&lifestyle paper magazine “Linier” about Finland (texts and illustrations: Ms. Mariko Hirasawa, photos: Ms. Yumiko Miyahama)
Page1 Page2  Page3Page4 Page5 Page6

・The list of articles in blog of ayan (Ms. Kozue Koide)

・The list of articles in blog of UKOARA (Ms. Yuko Arakawa)

・The article on Fiskars and restaurant Kuparipaja in website GOTRIP! (Ms. Kozue Koide)

・Many articles – travel plan and spots introduction in website TripPlanner (Ms. Miki Noguchi):
“Mushroom picking in Latvia and Finland”…/p…/0f90e2b8cba5c9c20522b8cef3fef07e

“Sights in South Finland”

“Sightseeing plan of Hanko with nostalgic scenery”

“Sightseeing course in Pärnu”

“Around Cesis and Gauja National Park”

“Nostalgic walk in Tammisaari”

“Finnish pretty design village – sightseeing course in Fiskars”