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Policy Area (PA) Tourism aims to reinforce the macro-region's cohesiveness through tourism.
PA Tourism actions include facilitating networking and clustering of tourism stakeholders, strengthening their tourism-related project initatives and activities. PA Tourism also aims to mobilise the full potential for sustainable tourism in the Baltic Sea region by facilitating coordination with stakeholders through joint actions, workshops and communication.

PA Tourism is coordinated by Poland (Pomorskie Tourist Board) and Finland (Oulu Region).

                          PROT LOGO EN     Pomorskie logo         Council of oulu region logo




Gdańsk Poland Credits Canva  Oulu Finland Credits Canva1 
Picture: Gdańsk, Poland. Credits:  Picture: Oulu, Finland. Credits: 
 Curonian Split Lithuania Credits Canva  Archipelago Sweden Credits Canva
  Picture: Curonian Spit, Lithuania. Credits:  Picture: Swedish Archipelago. Credits:



Regarding the EU Strategy for the Baltic Sea Region, PA Tourism contributes to the following objectives, sub-objectives and indicators:

Connecting the region
• Connecting people in the region -> Participation in cultural / educational / scientific cooperation;
• Good transport conditions -> Sustainable connectivity / accessibility / mobility;
• Fostering the digital transformation of tourism -> Data-driven Decisions / In-Depth Analysis.

Increase Prosperity
• Improve long-term competitiveness of the BSR;
• Collaborate internationally to ensure that policies and decisions are regionally sustainable;
• Welcome business intelligence;
• Invest in the customer experience (reputation).

Save the Environment
• Sustainable tourism, environmental protection, natural resources -> Status of ecosystem;
• Better cooperation among tourism actors -> Mitigation of environmental footprint;
• Foster changes in policies, business practices and consumer behavior in tourism.

The four most relevant UN Sustainable Development Goals for PA Tourism are Decent Work and Economic Growth (Goal 8), Sustainable Cities and Communities (Goal 11), Responsible Consumption and Production (Goal 12), and Life Below Water (Goal 14). PA Tourism also draws on various European policy frameworks, such as the Agenda for a Sustainable and Competitive European Tourism, the Blue Growth Agenda, the 2030 Agenda for Sustainable Development, the Commission’s Communication on “Tourism and Transport in 2020 and Beyond” as well as other frameworks on cultural development. Furthermore, PA Tourism is closely linked to the European Green Deal.





EUSBSR PA Tourism provides a strong platform to reinforce sustainable tourism development in the Baltic Sea region; creates networks and strengthens the dialogue with stakeholders of the tourism industry and tourism education institutions to ensure competence development in the tourism sector across the Baltic Sea region.
It develops synergies by linking projects, initiatives and organisations with tourism activities; facilitates and strengthens the cooperation in the area to find solutions for common challenges.
EUSBSR PA Tourism enhances the profile, visibility and attractiveness of the Baltic Sea region as a preferred partner for tourism cooperation within the Baltic Sea region.


PA TOU Actions

Action 1: Transnational tourism development in remote and rural areas

Description: Sustainable Tourism development in remote areas (including remote regions, disconnected cities, archipelagos and islands), taking into account the protection of the environment and ecosystems, not only helps to spread the benefits of tourism in terms of expenditure by tourists, it also helps to create employment, a well-functioning infrastructure, a good living environment and other local support services as a result, which can help to slow down rural-urban migration in the Baltic Sea region. This can help to create more resilient and sustainable communities, both in remote/rural areas and urban cities.

Supported fields of action:
• Improving the accessibility, connectivity, visibility and attractiveness of remote areas;
• Mitigating seasonal fluctuations and diminishing peaks and troughs in tourism demand by promoting all-year-round offers and more tailored products and services;
• Promoting sustainable consumption (referring to tourists and private consumption of tourism products and services, including travel/soft mobility);
• Fostering sustainable production, including resource-efficiency (referring to tourism companies and establishments, green products and services);
• Protecting biodiversity and developing visitor management.

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 Picture: Bornholm, Denmark. Credits:


Action 2: Investing in people, skills and technology in the tourism industry

Description: Training, modern labour markets, digital skills, and technological innovation are not only key drivers for socio-economic development and sustainable growth but also for more equitable and inclusive societies and for the well-being and personal fulfilment of its citizens. In order to work towards a sustainable future in the travel and tourism industry, the Baltic Sea region needs to be prepared to enable new technologies and further invest in people’s skills, competencies and qualifications.

Supported fields of action:
• Facing the challenges of the labour market;
• Improving relevant skills and competencies in the Baltic Sea region for employability, entrepreneurship and innovation;
• Promoting closer cooperation with educational, training, labour and research institutions in particular on a transnational, regional and bilateral level;
Developing market research and trend studies as a basis for strategic decision-making;
• Fostering the digital transformation of tourism SMEs and new technologies, which will enable the leap to new business models.

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 Picture: Rougen, Germany. Credits:


Action 3: Protection and sustainable utilisation of cultural heritage and natural resources in tourism destinations

Description: Tourism has a unique reason to be concerned about the sustainability of the cultural and natural environment and thus holds the responsibility for its protection, owing to its dependency on the appeal of unspoilt landscapes and accessible local heritage. The idea of Action 3 is to encourage green/authentic/sustainable and environmentally friendly tourism and to promote a kind of tourism that is respectful of local identities, host communities and cultural heritage in the Baltic Sea region.
The development of specific “green/sustainable” touristic offers and products, and greater investment in greener infrastructures (more efficient transport facilities, reduced air pollution, reduction of water pollution and consumption, energy and waste, recycling of natural resources, conservation of heritage sites and open spaces, etc.) should result in smarter and greener places, from which residents and tourists, can benefit all year round.

Supported fields of action:
• Improving the touristic infrastructure with regard to climate protection and sustainable mobility, accessibility and connectivity in an ecological way;
• Fostering sustainable destination management approaches;
• Controlling and monitoring tourism flows using digital tools to reduce negative impacts on nature, culture and local communities, taking active measures to protect the environment and combat climate change and looking for new opportunities that climate change might offer for the Baltic Sea region;
• Respecting the socio-cultural authenticity of host communities, conserving their built and living cultural heritage and traditional values, and contributing to inter-cultural understanding and tolerance.


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 Picture: Łeba, Poland. Credits:



 EUSBSR Policy Area Tourism is supported thanks to the Interreg Baltic Sea Region Programme 2021-27

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