In this case study, we will explore how destinations can use storytelling and easy-to-use features to effectively communicate tourism routes and amenities to niche audiences, such as hikers. This case also shows the benefits of technology for enhancing tourism experiences in rural areas and how partnerships can help to create a well-designed travel offer.

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The National Forest Management Organisations in Estonia (RMK) and Finland (Metsähallitus) partnered to develop the Loodusega Koos project. The aim is to use tourism to protect the natural and cultural heritage assets of Estonian and Finnish forests. This is closely aligned with RMK's core ambition to teach people about the importance and value of nature.

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Hiking Routes

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The network highlights and promotes nature-based activities across four areas of Estonia and four in Finland. The platform gives a brief overview of the different recreation areas and highlights the main attractions and activities offered. Additionally, downloadable maps and details of the main campsites and accommodation, cycling and hiking trails, nature centres and observation points in each recreation area are provided.  

The RMK hiking route is a series of trails that traverse across Estonia from one side of the country to the other. The network was developed to celebrate 100 years of Estonian independence in 2018. 100 stories have also been written to showcase Estonia's cultural and historical assets along the various routes. Similarly, the most significant natural assets are highlighted. In both cases, there is a simple filter on the RMK website, whereby tourists can select the route they are interested in exploring, and the story topics or natural assets they are most excited to learn about. Additionally, rules of conduct for protecting the environment are shared to give guidance to tourists on how they should act to be responsible nature tourists.

RMK also developed four car touring routes to link various nature areas for those not able to walk long distances, which are centred around the natural attractions in the vicinity of Tallinn or Tartu.

Route search  

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There is an easy-to-use tool for selecting points of interest and for tourists to find a location suited to all of their needs. Firstly, tourists can select from a list of specific labels related to the amenities offered. They then can select the region(s) that they are most interested in visiting. Once these details have been entered, a list of locations matching the criteria will be shown, making it easy to review the possible trip options and plan accordingly. There is also a tool for enabling the booking of rental huts and nature houses integrated into the website.

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The RMK Loodusega Koos app also provides search features and descriptions for points of interest and hiking trails. The map display makes for easy navigation through GPS positioning and the provision of navigational directions.

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A Hiker's Passport was created to enable travellers to collect stamps and stickers from the locations along their route and be able to relive the experience. It will also help remind people about the value of nature and the need to preserve it. The RMK Hiker's Passport is also meant to act as a type of loyalty card for those travellers participating in multi-day hikes, especially those journeying for a week or more. The passport is viewable online, where points can be saved (points are earned for visiting campsites and huts as well as visitor centres). The points are collected by sending a text with the unique code of the location (which is written on information boards), along with the passport number. These points can be spent on free refreshments and the use of amenities at participating visitor centres, discounts for visitor attractions linked to RMK and also for souvenir clothing.