Five cities unite to boost Saimaa tourism

Five cities around Lake Saimaa will each contribute 20,000 euros towards preparing a joint tourism organisation, with the aim of making the region one of Finland’s three best-known travel destinations, Yle reports. The organisation is expected to begin operating in 2028, but its long-term funding model has yet to be decided.

Imatra, Lappeenranta, Mikkeli, Savonlinna and Varkaus are joining forces to promote Saimaa under a single brand and attract more international visitors. The cities will decide later how much they will contribute and what form the organisation will take.

Imatra will seek external experts to help establish the organisation. Lake Saimaa Association board chair Kirsi Mutka-Paintola said success would depend on trust and sustained cooperation, warning that collaboration can fragment when a city withdraws. She cited Lieksa’s decision to stop funding the regional Visit Karelia organisation as an example.

The cities have worked together before, but Saimaa has been represented by several separate organisations. Their current arrangements vary: some tourism bodies are jointly funded by municipalities and businesses, while others are run by city-owned companies or tourism businesses.

The new organisation aims to bring Saimaa’s brand, story and attractions together so the region can present itself consistently at sales and marketing events. Its goal is to raise Saimaa’s profile alongside the Helsinki metropolitan area and Lapland.

International tourism remains a challenge. Tuula Kokkonen, head of business affairs at the Regional Council of South Savo, said foreign visitors have accounted for about 10 per cent of all tourists in South Savo. She said Visit Finland has estimated that building recognition in one tourism market takes 10 years of investment and 500,000 euros a year.

A direct flight route from Frankfurt to Savonlinna is due to open next summer, making it easier for international visitors to reach Saimaa. Possible sources of long-term funding for the new organisation include municipalities, members, businesses and projects; a visitor tax has also been raised as an option.

Savonlinna’s acting city manager, Ding Ma, has called for clear shared goals, a division of responsibilities and a sustainable funding model.