The tourism sector is undergoing rapid transformation. Digital solutions, sustainability and the circular economy are no longer optional—they are essential for competitiveness and long-term growth. In the Digi+Carbonless 2.0 project, we recognized that companies need not only new knowledge and tools but also time and space to pause and reflect on their own future amid ongoing change. In the rush of everyday work, this rarely happens on its own.
For this reason, the project set out to develop a training pathway tailored to the realities of SMEs – one that offers the opportunity to dive deeper into future thinking while developing future-proof competencies and new business ideas. This led to the creation of the Future-Driven Training Programme for Tourism Companies – Destination Unknown.
The programme invited companies that are willing to renew themselves, eager to learn and ready to dedicate time to developing their business. Even the application process encouraged participants to reflect on the future and their motivation for joining. We received many excellent applications, and ultimately 12 SMEs from the tourism, restaurant and event sector in Uusimaa joined the programme. Most of the companies come from Porvoo, Lohja and Hanko.
The training programme combines monthly in-person meetings with interim sessions, coaching, practical tools and a personal future workbook in which each company records insights, ideas and plans along the way. A key element of the programme is also strengthening collaboration between companies and encouraging joint innovation.
During the spring, the programme will explore themes such as radical innovation, sustainable development and the circular economy, strategic service design, future marketing and sales, new technologies, sustainable product and service development, and change management.
The programme officially launched in December in the maritime surroundings of Emäsalo at Kokouspoukama, where an inspiring kickoff event brought the participating companies together for the first time. The day introduced the programme’s core themes, working methods and roadmap for the coming months. Participants also had the opportunity to present their businesses and share their visions for the future, leading to many inspiring conversations.
The atmosphere was warm, open and hopeful. This was also reflected in the feedback from participants: “Amazing stories, people, enthusiasm and psychological safety,” “A hopeful and trusting feeling,” “We should dare more,” and “Creativity and radical innovation start with us.”
The training programme and its co-development workshops now continue through the spring. At its best, it will become a shared future journey where companies learn from one another, build new collaborations, and develop bold solutions for the future. At the same time, the programme strengthens future thinking in Uusimaa’s tourism sector and supports new steps toward a more sustainable and resilient tourism ecosystem.
The English translation of this article was prepared with the assistance of AI tool (ChatGPT).