The Potential of Regenerative Tourism in North Karelia – From Knowledge to Practice (USMA)

The Potential of Regenerative Tourism in North Karelia – From Knowledge to Practice (USMA) aims to strengthen expertise in regenerative tourism and improve the conditions for producing regenerative tourism services. The project is implemented by the Business School of the University of Eastern Finland and the Rural Women’s Advisory Organisation of ProAgria Eastern Finland. The project focuses on identifying and responding to information needs related to regenerative tourism, as well as communicating this knowledge to actors in the field. Another key objective is to promote the preservation of biodiversity and cultural environments through tourism activities.

Tourism in North Karelia has stagnated and needs new development models based on the region’s existing strengths. Regenerative tourism seeks to create positive impacts not only for tourism businesses but, above all, for the environment, local communities, and regional culture. North Karelia has excellent prerequisites to become a forerunner in regenerative tourism. Achieving this requires increased knowledge about the characteristics and development of regenerative tourism, as well as a better understanding of customer needs and demand potential.

The project surveys local actors’ knowledge and development needs, as well as business potential. It also assesses the market potential of regenerative tourism and conducts an international benchmark analysis. The information produced within the project is disseminated to entrepreneurs, development organisations, municipalities, and local communities in an accessible, easy-to-understand, and practical format.

As a result of the project, general awareness of regenerative tourism and its development will increase, and the tourism industry in North Karelia will strengthen and diversify. New innovation activities related to regenerative tourism development will emerge within companies. In addition to knowledge transfer, the project provides platforms for encounters and interaction that support the exchange of information, dialogue, and deeper collaboration between actors.