Hosted by Visit Kotka‑Hamina, the NECSTouR Summit brought together over 90 participants from more than 30 regions in Kotka, Finland, from 21–23 October, to deepen cross‑border collaboration, foster knowledge exchange and inspire action across Europe.
The NECSTouR Summit began with a closed board meeting followed by an open board session, giving members the opportunity to share their perspectives with the Board of Directors and the Executive Team on how to achieve the objectives of the NECSTouR 2030 Strategic Pathway. By providing a space for collaboration between members, the Board of Directors and the Executive Team, the opening morning of the Summit offered a valuable opportunity to identify how NECSTouR can continue to support its members at the European level.
The knowledge programme, open to both NECSTouR members and external participants, began on the afternoon of 21 October with a keynote address from renowned travel journalist Doug Lansky. This opening session featured an interactive and thought‑provoking presentation that challenged conventional approaches to assessing the value of tourism and explored examples of how regions are integrating sustainable practices into their tourism strategies.
Following the keynote, participants took part in three collaborative workshops that enabled them to share experiences and develop solutions to common challenges faced by destinations across Europe:
These sessions provided participants with the opportunity to exchange experiences, learn from their peers and identify practical solutions inspired by regional experiences from across Europe. In doing so, they strengthened collaboration through the sharing of projects, initiatives and strategies addressing common destination challenges.
The workshop programme was followed by a keynote address from UN Tourism’s Virginia Fernandez‑Trapa, who highlighted the central role of regions in turning climate commitments into meaningful implementation. Ms Fernandez‑Trapa emphasised that DMOs play a crucial role in diffusing climate action across destinations by connecting public authorities with tourism stakeholders and coordinating the implementation of sustainability policies.
The Summit also featured a dedicated EU Projects Exhibition, showcasing more than 25 EU‑funded projects developing innovative solutions to challenges facing European tourism. The exhibition brought together projects focused on the data, climate, social and economic dimensions of tourism, creating valuable opportunities for participants to develop synergies and strengthen partnerships across Europe.
On the second day of the Summit, participants had the opportunity to experience the host region through a series of study visits, including:
These visits enabled participants to hear directly from those working on the ground and gain unique insights into tourism development and destination management in the Kotka region.
The NECSTouR Summit served as a timely reminder that Europe’s regions are pivotal actors in the tourism transition and in creating lasting change across the sector. The event demonstrated how regional expertise, collaboration and partnerships facilitated by NECSTouR can help address the challenges faced by destinations across Europe, ensuring that tourism continues to be a driver of positive change for residents and visitors.
