Newsletter 3 by Nordtournet

SUSTAINABLE AND INNOVATIVE TOURISM NETWORK OF NORDIC AND BALTIC COUNTRIES

Newsletter 3

Compendium of best practices NordTourNet has the aim to strengthen the link between adult learning and work life. Therefore, as a result of our network project, a compendium containing insights into best practices of innovative and sustainable tourism enterprises in the partners regions will be published. In order to reach a wide target group, the compendium called “Innovative Tourism Kit” will be published in five languages (English, Swedish, Icelandic, Lithuanian and Estonian). The kit should serve as an inspiration and knowledge tool for tourist entrepreneurs how to establish successful tourism organisations or companies in sparsely populated areas in the Nordic and Baltic countries. Thereby, the kit is a basis for adult education.

November 2015

The Project products  The main project result: Sustainable and Innovative Tourism network of Nordic and Baltic Countries consisting of tourism, culture and adult learning institutions.  Compendium of best practices of local tourism services/products. It will be the first part of final product of network: Innovative Tourism Kit“

Partners at visitor centre of Vatnajökull National park

Between each partner meeting, the partners have chosen Best Practice Examples from their region; examples of any kind of sustainable service or product, which is popular among tourists, i.e. creates a turnover rate as well as working places. As we have seen during the progress of our partner network, successfully established businesses in remote areas often consist of flexible, creative and multisided concepts. These are important key factors for tourism entrepreneurs in sparsely populated areas. Even if the tourist entrepreneurs in sparsely populated areas often are small companies, they have to cover a wide range of services and offers in order to reach a certain turnover rate. Based on a unified Best Practice template, the examples form the different regions can be analysed and compared and the results will be published in the “Innovative Tourism Kit". The “Innovative Tourism Kit” should contribute to the development of innovative tourism in rural areas and help to generate new professions and professionals, create new workplaces and reduce unemployment rate of isolated regions. The publication will be designed for adults who potentially want to create new business or willing to expand the running one. The content of kit will consist of Best practices of innovative tourism services/products (presented by participating project partners from network) and learning materials, instructions and tips, how to organize new service or product (for instance, how to evaluate the risk, cope with difficulties, promote new service/product and etc.). As an example, Harjedalens Kulturcentrum is working on bringing their successful tourism concept of a cultural Summer Academy to East Iceland. Thereby, they stimulate tourism in a sparsely populated area and create new networks as well as they convey knowledge of a good practice example in a tailored way to adult learners need in geographically isolated regions. The compendium will be published on NordTournet website in April 2016 and will be spread to a wide audience through the network of the project partners. The “Innovative Tourism Kit” will be complemented with learning materials during a next network project under Nordplus Adult or another programme.

 SWOT analysis of tourism sector of each participating country and their comparison.

Inside this issue This is the third of four newsletter of our project Tourism Development Challenges in Nordic and Baltic Countries The main topic of this issue is compendium of best practices and our third partner meeting in Neskaupstaður, Iceland in August 2015

About East Iceland East Iceland is a region in eastern Iceland. Its spans area of 15,706 km² between Vopnafjorður and Djupivogur municipalities. Its population was 10,358 in 2014. It is home to the country's largest forest, lush farmlands and a range of small fjords and islands. Thanks to the east's many natural harbours, a variety of fishing villages and small seaside communities border the coast. Fisheries still remain the region‘s most important industrial sector although in later years aluminium production has become important as well. The biggest town in the region is Egilsstaðir, with a population of around 2,300. The region‘s main airport is

Reyðarfjörður

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Wild reindeers live in East Iceland but not in other parts of the country. Iceland spar was important in scientific research in 18th and 19th century. The largest, purest and clearest crystals in the world came from Helgustaðanáma mine in Reyðarfjörður. It was declared a natural monument in 1975. Álfaborg in Borgarfjörður is known as the home of the Icelandic elf queen. The elf king lives nearby in Dyrfjöll mountains. Icelanders are about 330.000 people, but only about 3% of them live in East Iceland.

Eistnaflug, rock festival in Neskaupstaður

First impressions of East Iceland

Seyðisfjörður

located in Egilsstaðir. The oldest municipality in East Iceland is Seyðisfjorður, established in 1895, with a population of 653 2014. The ferry Norrona sails weekly between Seyðisfjorður and Denmark with a stop at Faroe Islands. ing and active volcanoes, fjords - everything you can find in this country. By travelling from West to East of Iceland we saw many sheep in valleys of mountains, some of them went on the road, and we must be careful in order do not wound this lovely domestic animals. During all our stay in Iceland we were dreaming to see whales and puffins, but, unfortunately, we did not succeed to see them. In order to reach Neskaupstadur, the town in East Iceland where partner meeting took place, you must go through one-way old tunnel, which moreover is hilly! East Iceland differs from West, and especially the capital of country – Reykjavik. There are less tourists in the East, no big towns, only small settlements, where you can see only few people walking in the streets. People here live in close communities – they know each other and spend a lot of time together by knitting, dancing, singing, they like to come together to different clubs. Also they like to spend time with their families. Knitting is the favourite occupation of women, they are knitting even at work (for instance, during the meeting), and nobody is surprised or offended of that.

The trip to Neskaupstaður gave us the chance to get a glimpse of the country´s beauty and we have been mostly impressed by the Eastern part, its wild nature and well equipped infrastructure at Hildibrand Hotel. On our Flavia and Andreas in Iceland way we stopped by to visit different culture entities and had good conversation with Skaftfell in Seyðisfjorður and Slaturhusið in Egilsstaðir. The distances in Eastern Iceland are comparable with those in Harjedalen, so we have been used to sit in a car. We had the possibility to see bottom-up initiatives, governmental run institutions as well as entities connected to municipalities. The program was colorful and well organized. We experienced the project Meet the Locals with mixed feelings: a very nice family was willing to show us their home and provide us with valuable information, but had to present the food as homemade, though it wasn`t the case. It was refreshing to learn more about Austurbru`s work and to see their activities in Julija and Dalius in Iceland whole Eastern Iceland. We got an insight in the organizational structure and the work By traveling from Reykjavik to East Iceland they do for the region. and back we passed a lot of touristic places, Flavia and Andreas, Sweden visited some tourist information centres and Iceland – is one of the most impressive coun- culture centres. It seemed that people work tries we have visited so far. This is land of very professionally, everything for guests of very diverse nature and climate. Not without the country is organized very well. Also we reason they say: “If you don’t like weather, have noticed that people are very creative just wait for 5 minutes”. The sun can be here. In other words, locals know how to fit quickly changed into rain or suddenly fog can the beauty and diversity of nature and clicover surroundings. The nature fascinates mate to the needs of tourists, they have every traveller that comes to Iceland. A lot of many attractions for them during all seasons. amazing mountains, big and small waterfalls, Julija and Dalius, Lithuania moon-like landscape, glaciers, geysers, sleep-

Peer learning to detect the creative potential of borders

Iced telecommunication mast in Oddsskarð pass

Did you know ?  In the East Fjords the sun disappears for up to 20 weeks during winter. When it returns it is celebrated by making sun-pancakes.

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The wyrm in Lagarfljót is older than the Loch Ness Monster. In august 2014 a truth committee, appointed by Fljótsdalshérað municipality, pronounced that a video taken of the wyrm in February 2012 was genuine. A prophetess is buried in Hólmaháls hill and protects the inhabitants of Reyðarfjörður while her bones remain. Some scenes of the movie “The secret life of Walter Mitty were shot in East Iceland. The mountain pass to Mjóifjörður fjord is closed due to snow in winter but the villagers can ride a boat once a week for grocery shopping in Neskaupstaður

Natural pool at Laugarfell

Dr. Andreas Hoffmann from our partner institution Harjedalens Kulturcentrum developed his own form of peer learning, during the last years while teaching at a university. It reflects many of his thoughts about this kind of learning. The form is very motivating for all participants and the quality is as good as the inputs which is a big power for the group and works for up to 14 people (without assistant). During international conference “Go Local!”, funded by Nordic Embassies and the Herbert-Quandt-Stiftung, dr. Andreas Hoffmann, as the Artistic Director of “Pikene pa Broen”, led workshop in a teaching form which was a mixture of peer learning and world cafe. The starting point for the workshop was to identify the meaning and connotation of

Illustrations from the workshop

borders and to define and detect the creative potential of borders in more detail. After a brief insight into the border situations of today's world and the resulting challenges, participants were asked to define various limiting forms in their own work and to record the differences between boundary, demarcation, limit, border and edge. “In an interactive way we discovered the value of borders while strengthening local cultural identity and the importance of interaction with the "other side". Where are we and on which side do we want to be?” says Andreas It was an adult learning experiment. An Icelandic illustrator attended the workshop and made a visual comments.

Visitors in East Iceland I was not familiar with Iceland before the trip. The country looks too far away to have any detailed expectations about it. Except for it being closest to what comes to one's mind when thinking about the edge of the world. It was true. Standing on ocean shore and observing a cloud hanging down in front of you – that must be the meeting point for Earth and Sky. Iceland as a whole was very impressive. Many of us - be it artists, writers, musicians or any visitor - are moved by its nature and this has been the inspirational source for many pieces of art. I was interested most of all in local people, in their lifestyle and values. We all remember the volcano eruption in Iceland some years ago and all the panic and confusion it caused across all Europe. Some of us wondered if this place was suitable for life at all. But what about Icelanders themselves? How can they live beside active volcanoes which behaviour is unpredictable? Why do not they leave? It seems as if all other Europeans feel much more threatened about Iceland`s volcanoes than the locals do. Icelanders are not frightened. Why? They take it as something inevitable. It is powerful and unpredictable, so why to worry about it. They do not mind weather changing all the time as this is what weather does. Lack of fear is the key of creativity. That is the reason why Iceland attracts so many creative people. Thinking about fears and the lack of them makes me draw a parallel to our country. Estonians have lot of fears. Many people can create a long list of them. At the top one

Ene and Urve in Iceland

can find fears linked to Russia. They do deny, however it reveals itself in all decisions, policies and actions being made. Yes, our neighbour is powerful and unpredictable. As a volcano. Why is it that our people cannot get over this fear? For a small country it could be a fatal power. Nonetheless, living with fears does not let one to be creative. Lots of tourists go to Iceland to see volcanoes and admire the nature. It is time to get over the fears and be creative wherever you are? Urve, Estonia ================================ I was the most impressed by Iceland's nature and that weather changed within a moment. Very memorable was travelling around the island, especially under the sea on the way back to Reykjavik. I have travelled a lot and cannot recall seeing such a super hiking equipment store before. Icelanders' very delicious and varied fish dishes are yet another experience to point out. Our host organisation had prepared the meeting very nicely and my special thanks go to Sigrun for all the work she has done. We also had a chance to visit two open-air swimming pools that were really enjoyable. In all the places we visited - culture centres, local family, museums - we were welcomed by shiny people, bright ideas and thoughts. Ene, Estonia

Best practice One of the main product of our project is “compendium of best practices” of local tourism services/products. In our meeting in Iceland each partner introduced one example of successful enterprise from their regions. More examples will be collected throughout the project. Following is a short Partners having dinner at Randulffs seahouse description of the examples introduced in sami traditions, Jamtland and Harjedalen our Iceland meeting. have a unique food history, which is why Guide Igoris Osnač and amber catching, Ostersund became an UNESCO-city of gasLithuania. tronomy. The concept “Matupplevelse JamtWe can undoubtedly say that Igoris is the land Harjedalen” is based on the use of local most original guide in Klaipeda or even in resources not only in terms of ingredients Western Lithuania. and recipes but also local farms, breweries, He was born and grew up in the only sea- chocolatiers, bakeries, local knowledge and port of Lithuania - Klaipeda. His father was a local workforce. Thanks to the very individsailor. In 2007 the ually tailored tours and excursions, they hobby of amber reach a wide audience and every activity is hunting became enriched by a positive gourmet experience business for tourists. as tasting is a part of every tour. This conIt is innovative in cept brings actively tourists form the cenLithuania to show ters to sparsely populated areas as the visitors amber farms and factories are located in the rural catching as a part of landscape. It is a sustainable concept as the touristic excursion. culinary tourism is a growing sector and People have possi- thanks to the diverse combination of gasAmber catching Igoris bility not only to tronomy with other themes and activities it learn about origin and history of amber, but is flexible to changes and challenges of the also to see the process and techniques of market. This project enhances creative busiamber hunting in the sea. The bravest tour- ness in sparsely populated areas and it is ists are able to try their strength with a relatively seasonal independent as guided scoop net in the sea waves. tours to farms and theme-orientated tours Igoris also organizes themed tours in can be offered all year round. The creative Klaipeda, Palanga and Curonian Spit: mixture between a wide range of offers in“Memel in the 19th cluding physical activities, tasting, special Century”, “Charmed topics and the natural connection to spendResidents of the Old ing money makes this project as a widely Town”, Sightseeing adaptable concept for tourism in sparsely Tour with Mister populated areas. Captain “My Wonderful Port Town”, Beer Emajõe River Barge Society, Estonia has Tour in Brewery, built a unique one-masted sailer which was “Amber in Palanga” centuries ago adjusted for transport on lake and “History of the Peipsi and its rivers. It was used in hanseatic Battery Memeltrade on River Emajogi already in the 14th Nord”. These tours Guide Igoris century: huge wagons from Riga and Tallinn are like small perforwere loaded on Peipsi barges and taken mances, because Igoris appears for his lis- down river Emajogi to Russian towns teners like town-dweller from 19th century, Pihkva and Novgorod, the barges later relike captain with sailor outfit or like soldier turning with different goods back to Tartu. from 2nd World War, therefore his guided The building of barges stopped in 1918. tours are loved by children and perfectly Peipsi barge is one of the world’s biggest suit for various occasions – anniversaries, clinker-planked river ships ever built. companies’ birthdays and even weddings. http://www.lodi.ee/tooted/laevad Everyone can book the guided tour with Igoris by visiting his website: http://www.gintalinis.lt . Matupplevelse Jämtland Härjedalen, Sweden. Food adventure Jämtland Härjedalen, is a culinary tourism project consisting of a network of producers of local food and beverages who offer guided tours and activities connecting gastronomy with sports, art, history as well as cooking workshops and championships. Project owner is Jamtland Harjedalen Tourism, the official collaboration platform for enhancing tourism in the region. Based on the local resources and the

trade and history and is like a connecting link to something very valuable and forgotten in our consumer society. It is very popular tourism attraction where entertainment is integrated with nature education and cultural traditions. They have gone to listen to bird song with the ornithologists in early mornings, have sailed to listen to bats and night birds at nights and have taken nature photographers out to lake Peipsi, the rivers and swamplands.. The crew of the barge speaks English, they have collaborated with tourist guides of different languages. Cinema barge surprised people with special cinema project, workshops and seminars. Tourism season for the barge lasts for 8 months. Over the past few years in December they have brought Christmas Barge to Tartu - all the activities are centered on the barge Jommu placed in the middle of the town square. Christmas barge had 15 000 visitors from 52 different countries – and that in wintery Tartu. According to the Barge Society plans the 2nd barge is going to be launched spring 2016. The Peipsi area is isolated from the sea and therefore the only option for the bigger vessels to reach the area is to build them on the spot. Mjóeyri, Iceland is a small family business located on the seaside in Eskifjorður providing various services for tourists. Accommodation is offered both in cottages and guesthouse.

Cottages at Mjóeyri

When the company was founded 10 years ago, no accommodation was available in Eskifjorður and a few people believed there would be demand for it. In the beginning guests stayed in the guesthouse but in 2006 and 2007 five cottages were added. Last year three more cottages were added. Experience shows growing demand for accommodation in the area and now several hotels and guesthouses have risen. Mjoeyri offers guided hiking tours, both day tours and longer tours. One of the owners is licensed to guide reindeer hunters but tours to watch and/or take photos of reindeers are also popular. During winter different services and guidance is offered for skiers and snowboarders. During summer Mjoeyri runs a restaurant in an old sea-house Randulffs owned by the East Iceland Museum Society. Guests can Christmas Barge rent small boats, go fishing in the fjord and bring the fish to the cook and have it served Since the barge was finished (2006) there at the restaurant. During winter the restauhave not passed any big events in Tartu rant is open only for groups. without it. It has come to symbolize culture,