What draws foreign tourists to Southern Estonia? Off-season travel motivations and patterns revealed
Southern Estonia Tourism Cluster reveals insights into off-season foreign visitors’ motivations and travel patterns
The Southern Estonia Tourism Cluster has published the results of a new study on foreign tourists’ motivations, focusing specifically on their travel behavior, expectations, and visitor journeys during the off-season. The goal of the research was to gain a deeper understanding of why and how international visitors travel to Southern Estonia outside the peak season and what factors influence their decisions.
The study was conducted from January to June 2025 in collaboration with the research firm LevelLab OÜ. The analysis focused on the counties of Põlva, Võru, Valga, Tartu, and Jõgeva, as well as the city of Tartu.
Key findings
A total of 169 foreign tourists participated in the study. Of these, 57% came from Latvia, 22% from other European countries, 10% from Finland, and 11% from the rest of the world. The largest visitor segment was aged 30–44, making up 47% of all respondents.
The main travel motivation was leisure and tourism (71%), though a significant number of visitors also came for work, personal connections, or specific events. Among these, sTARTUp Day and the European Sauna Marathon stood out as key events that shaped themed visits.
The most frequently visited attractions were the AHHAA Science Centre, the Estonian National Museum, and the Upside Down House. Information about the destination was primarily found through internet searches and personal recommendations, though several respondents noted in interviews that they had not been previously familiar with Estonia as a travel destination.
Conclusions and recommendations
The motivation study reveals that Southern Estonia is an appealing off-season destination for short and medium-length trips. The majority of visitors spent 2–3 days in the region. The analysis highlighted three main visitor patterns: family tourism in Tartu, solo cultural travellers, and nature-oriented visitors exploring Southeast Estonia.
The report’s authors recommend that Southern Estonia’s tourism development efforts should place greater focus on the off-season period. This includes creating more personalized travel routes, multilingual information, and collaboration with event organizers. Increasing the region’s international visibility is also key to raising awareness of Estonia as a holistic destination.
Explore the full report (in Estonian)
Commissioned by: Southern Estonian Tourism Cluster
Conducted by: LevelLab OÜ
Period: January 15 – June 20, 2025
