On April 21, 2026, the Estonian Association of Tourism and Travel Companies (ETFL), in collaboration with the Nature Tourism Association, organized a practical workshop titled “Nature Sells!”, which brought together tour operators and nature tourism service providers to discuss the sector’s development opportunities and ways to strengthen cooperation.
The workshop took place at the Tore Toit event venue in Tallinn’s Old Town and focused primarily on improving the marketing of nature tourism products and expanding sales opportunities in international markets.
Nearly 30 representatives from the tourism sector attended the event. Throughout the day, nature tourism service providers showcased their existing and new products, a discussion session was held on opportunities for collaboration, and brief one-on-one meetings were organized between tour operators and service providers.
According to the ETFL, this format clearly confirms that Estonian nature tourism products have growing potential, but more systematic cooperation among the various stakeholders in the sector is needed to market them more successfully.
“The demand for authentic and immersive nature tourism experiences is growing internationally. At the same time, the successful sale of these products depends heavily on how well service providers and tour operators are able to coordinate their activities,” noted Külli Karing, vice president of ETFL.
Several Estonian nature tourism companies participated in the workshop, including NatourEst, Hansareisid, IndieTours, Soomaa Puhkeküla, Preeriakoda, Loovusait, Capture Estonia, Uuejärve Matkapesa, Wanderlust Team Events, SupTrip, Villa Pillapalu, CityBike Tallinn, Nature Tours Estonia, Humala Kalabaas, Reimann Retked, and Loodusturism.ee. Representatives from nine companies participated on behalf of ETFL.
ETFL will continue to organize similar practical meetings to support cooperation among businesses in the tourism sector and enhance the international competitiveness of Estonian tourism products.