VAE II

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Visit Arctic Europe II – Stronger together 

Project partners: Finnish Lapland Tourist Board,
Northern Norway Tourist Board and Swedish Lapland Visitors Board
Participants: 122 Tourism companies from the region
Project period: until 31.10.2021  |  Budget: 6,4 Million EUR

About VAE II

Visit Arctic Europe II project partners are
Finnish Lapland Tourist Board ry, (lead partner), Northern Norway Tourist Board and Swedish Lapland Visitors Board
Duration of the project: 1.4.2018 – 31.10.2021  |  Project budget: 6,4 Million EUR

VAE II is the next step of the cross-border cooperation project. Project’s first phase Visit Arctic Europe (2015–2018) where extensive results where reached through co-operation across borders.

“We are very proud to be able to fund Visit Arctic Europe II, which in my opinion is a unique cross-border cooperation project. The continued cooperation between the countries means that the Visit Arctic Europe area becomes a competitive, sustainable visiting destination all year round” 

– Iiris Mäntyranta,
Programme Director of Interreg Nord

Main purpose of Visit Arctic Europe II

  • to continue developing of Finnish Lapland, Swedish Lapland and Northern Norway as an all year round sustainable and high-quality destination.
  • developing new season – Autumn in the Arctic, as well as extend existing seasons.

Main target of VAE II

  • increased profitability for the tourism industry, thereby creating new opportunities for employment and entrepreneurship in Arctic Europe.
  • an increase of 10% in guest nights from selected market areas and seasons.

Project’s main activities:

 

Marketing

  • Image marketing – To increase the awareness of the Arctic Europe area all year round towards different market segments.
  • Tactical marketing – The project will follow-up on established relations and further develop that and aim for new business opportunities.

Target markets:
First level markets actions including Image marketing, joint promotions with selected TOs, invitation to selected TOs to Famtrips and sales workshops

  • DACH (Germany, Austria, Switzerland), UK and Benelux

Secondary level markets actions including image marketing and invitation to selected TOs to Famtrips and sales workshops (high end clientele)

  • US, China & Hong Kong

Third level markets actions including invitation to selected touroperators to famtrips and salesworkshops.

  • France, Italy and Spain

Most potential seasons:
VAE II will focus on developing new season – Autumn in the Arctic, when it comes to image marketing. The season August-November seems to have the biggest potential for the entire area of VAE. In addition to that, the project will focus on January, April and beginning of summer in tactical marketing activities, depending on destination’s needs.

Accessibility

  • External accessibility – Development of new traffic connections to VAE area
  • Internal accessibility – Development of new internal traffic connections within the VAE area to improve co-operation and cross-border flow of customers.

Competence Development

  • Digitalization
  • Sustainable development
  • Market knowledge and product development

Partners and further information about the project from: