The “Northern Lakeland - Profitable Growth of Tourism Companies and Internationalization of Tourism”-project aims to find new employment and entrepreneurial opportunities in the area of Pielisen Karjala. In order to compensate the shortfall resulting from the discontinuation of peat usage, strengthening the area's tourism industry is a significant step towards a more prosperous future.

The tourism sector has lost a significant amount of international tourists due to the Russian invasion war and the Covid-19 pandemic. The current number of tourists does not support hiring new personnel or establishing new tourism-related businesses. The project focuses on marketing, product development, and international expansion, allowing the area to attract more customers, lay a foundation for business growth and new recruitnments, as well as encouraging new businesses to settle in the area.

It is necessary to strengthen the cooperation between cities, tourist destinations (Tahko, Vuokatti, Bomba, Koli), and tourism companies in the Northern Lakeland region and increase international and domestic visibility. For example, based on the Tourism Attractiveness Survey, Koli has been identified as one of the most interesting domestic tourist destinations. However, Koli has not been able to commercialize its potential. The offering of roundtrip tour products and ready-made travel packages should be increased for both domestic and international customer groups. New logistical solutions need to be explored to improve accessibility, and data-driven tourism management must be done more effectively.

Developing the capabilities of tourism companies and improving their readiness in international and domestic markets is a prerequisite for international growth. Tourism operators' revenue opportunities through digital and tour operator sales channels should be utilized more effectively and combined with companies' resources as part of a larger whole. Companies need to be supported in meeting demand, investing in sustainability, product range and pricing.

The aim is to promote collaboration and networking, which is the foundation for the development of tourism throughout the whole Northern Lakeland region. The goal is to create a diverse and attractive tourism offering by innovating new tourism products for different target groups in order to increase demand, customer satisfaction, and length of stay in the area. The renewal of tourism marketing measures and high-quality marketing materials ensure that information about the area and its offerings spreads widely and generates interest. By developing the customer experience in digital channels, it is ensured that tourists can easily find and book services.

Improving the services, products, and commercial capabilities of businesses ensures that companies in the area can grow, develop, and offer high-quality products and services that meet tourists' expectations and needs. These goals together lay the foundation for sustainable and successful tourism development in the area. The most significant impact of the project is in the internationalization of tourism. The awareness of the Koli and other destination brands will increase both domestically and internationally, resulting in increased product offerings through various sales channels. This will lead to an increase in international tourist numbers in the area and improved tourist satisfaction.

Tourist stays and year-round tourism will grow throughout the Northern Lakeland area. The quantity and quality of products and travel packages offered to international tour operators will also increase. Increased cooperation and new ways of operating will provide companies with new opportunities to offer their services. Easy availability and booking will increase the sales of companies' products and help them find new sales channels and customer groups. Companies' own investments in digital development and sustainability also have lasting effects on the region's tourism offerings. The number of productized travel packages will increase, and they will be available for digital purchase.

As a result of the project, customers are offered more experiential vacations, increasing long-term interest in the area. Increased demand for tourism services is likely to increase the year-round profitability of tourism entrepreneurs and the number of jobs in the tourism sector.

In the project managed by Lieksan Kehitys Oy LieKen, the co-implementers are Lieksan Kehitys Oy LieKe, Pielisen Karjalan Kehittämiskeskus Oy PIKES, and the City of Joensuu. The project is funded by the North Karelia Regional Council. Lieksan Kehitys Oy's budget is €1,205,197, of which the grant portion is €964,159 (80%).