The tourism industry is undergoing a significant transformation, with sustainability and digitalization emerging as key factors shaping competitiveness. Within the Digi+Hiiletön 2.0: Digitally Carbon-Neutral Tourism Businesses – Smart Tourism Destinations project, a need was identified among SMEs to pause, reflect on the future, and explore new business models. To address this need, the project developed Destination Unknown, a co-creation and peer-learning model designed for businesses in the tourism, hospitality, and events sectors.
A total of ten SMEs from the tourism, hospitality, and events industries across the Uusimaa region participated in the co-creation workshops. During spring 2026, the companies gathered monthly at different locations around Uusimaa to engage in joint development and peer learning around themes related to future-resilient business. Guided by the project’s expert network, participants explored the transformation of the tourism industry, the uncertainties it faces, and alternative future scenarios from the perspectives of the green transition and digital transformation.
The workshops also encouraged businesses to engage in radical innovation with the support of artificial intelligence. Key themes included regenerative tourism, the circular economy, future marketing, and digital platforms connected to the tourism sector. Peer-learning assignments focused on developing future-resilient business ideas, while group discussions, reflection, and mutual support helped participants process and apply new insights.
Companies Gained New Ideas and Valuable Peer Support
According to participant feedback, the co-creation workshops provided much more than expected: fresh perspectives, practical tools, and the confidence to examine the future from a broader viewpoint. Participants particularly valued the opportunity to expand their thinking, explore alternative future scenarios, and engage in meaningful peer discussions and support. Working together also offered a welcome contrast to the demands of daily business life.
The sessions strengthened participants’ confidence in the future. Many described how the ideas and insights gained enriched not only the development of their businesses but also their personal thinking, leaving them feeling both inspired and grounded about the future.
We asked several participants to share their experiences and messages for other SMEs. Here is a selection of comments from three participants.
Mari Vainio, Luovuuden levossa
Short introduction: My name is Mari Vainio, and I am the entrepreneur in the company called Luovuuden levossa. I have devoted my life to silence, creativity, and guiding people toward their inner core. I facilitate silent retreats, creative writing workshops, and Kundalini yoga sessions. I am also an author and a solution-focused coach. Creativity flourishes wherever there is space for it.
Message to other entrepreneurs: Take part! Let go of old ways of thinking and embrace the new. Artificial intelligence is also a remarkable part of today’s world. Rather than ignoring it, make use of the support and benefits it offers. At the same time, you have the opportunity to spend time with like-minded entrepreneurs and build valuable networks.
What was most valuable? “The expansion of my thinking, opportunities for collaboration, greater clarity, and seeing challenges become more manageable. Thank you for opening doors to something new. I gained far more than I ever expected.” During the journey, I was able to explore radical innovation, examine alternative possibilities for tourism, learn about artificial intelligence, and reflect on both global developments and my own future direction.
Lotta Jääskelä, Lotta Roots
Short introduction: My name is Lotta Jääskelä, and I am the entrepreneur in the company called Lotta Roots. I am a singer-songwriter, producer, and expert in music creation and creative processes. Over a 25-year career, I have created, performed, and released music while working extensively across the music industry. For the past ten years, I have released my own music under the artist name Ylva Haru. My work is known for its strong melodies, sensitive expression, distinctive sound, and poetic, reflective lyrics.
Message to other entrepreneurs: This program offered a wealth of new perspectives, valuable reflection, meaningful discussions, and encouragement to embrace new opportunities. It challenged participants in exactly the right way. The experts were outstanding. I would gladly take part again.
What was most valuable? “Future-oriented thinking broadened my perspective on many levels and taught me to view the world more comprehensively through the eyes of an entrepreneur.” The shared journey provided numerous new ways to think about the future. The group discussions and peer support brought much-needed variety and inspiration to the largely independent work that characterizes everyday life as an artist-entrepreneur.
Outi Korkiakoski, WHYNOT
Short introduction: My name is Outi Korkiakoski, and I am the entrepreneur in the company called WHYNOT. I am an experienced trainer, relationship coach, and cognitive behavioral therapist. I help busy professionals develop unique recipes for long-term success and deep personal happiness.
Message to other entrepreneurs: In my view, this type of process is highly suitable for many kinds of entrepreneurs. It gave me a strong feeling that I was in the right place. I continued to develop and learn something new at every session, even when some of the themes were already familiar.
What was most valuable? “From the very first session, I felt a genuine and powerful commitment to the process and to travelling part of the journey together.” One of the most remarkable aspects of the shared journey was learning to embrace uncertainty as a valuable part of a creative exploration, rather than something to avoid. Instead of immediately rushing to produce a precise new business model or detailed project timeline, I was able to pause and reflect. The expert team complemented one another beautifully, forming an inspiring and encouraging group of top professionals in their respective fields.
Destination Unknown was implemented as part of the Digi+Hiiletön 2.0: Digitally Carbon-Neutral Tourism Businesses – Smart Tourism Destinations project, which is co-funded by the European Union.
The English translation of this article was prepared with the assistance of AI tool (Copilot).