CHALLENGE

How can Visit Estonia understand people's interest in traveling to Estonia?

Challenge

Visit Estonia (Phuka Eestis), wanted to answer multiple questions regarding tourism and different nationalities’ interest in traveling to Estonia like; who has visited before and are more likely to be interested in traveling again, why Estonia is interesting, Which tourism products are of interest to them, which platforms are used to book the trips, and how much is known about Estonia as a travel destination in one’s home country.

Process

RAIT used a CAWI Panel (Web survey) questioning different populations from; Austria, Switzerland, Germany, France, Norway, Lithuania, Poland, and UK (London) in order to understand the different nationalities’ needs regarding tourism in Estonia.

Results

Visit Estonia gained valuable insights on different nationalities needs and requirement related to visiting Estonia. The insights has been utilized to market Estonia to different nationalities and make Estionia a more desirable vacation destination for them. Further, Visit Estonia has used the insights in their communication, emphasizing what tourists with different nationalities and needs can do and experience while visiting. Finally, the study has provided Visit Estonia with key learnings regarding why people want or do not want to visit the country.

The new leading Nordic Insights lighthouse

As of the summer 2023, Wilke has joined forces with Estonian company RAIT to create one of the strongest Nordic data- and advisory companies.

This means a bigger geographical reach with offices in both Sweden and Norway, but also all three of the Baltic countries. RAIT is a full-service, classic market research company that operates in both the Baltic and Nordic region. With a strong background in the field, RAIT consistently offers valuable insights to businesses.

The following case demonstrates a solution for an Estonian company but could be translated into multiple markets.

The merger between Wilke and RAIT really broadens the possibility to conduct multinational studies as we now have access to inhouse online panels in more than 20 countries.

“The swift reaction by Wilke, with efficient research tools we have used in Carlsberg many times, gave us a strong input to the product development and allowed us to make a successful launch of Somersby Sparkling Spritz in Finland with a quick turn-around”

— Pernille Arnt, Global Marketing Director, Somersby

Our Approach

To get a full understanding of the different nationalities’ inclination to visit Estonia, Rait questioned a representative sample of people from; Austria, Switzerland, Germany, France, Norway, Lithuania, Poland, and UK (London). Both those who are interested in traveling to Estonia and those who aren’t were questioned. RAIT did so by using one CAWI (Computer Assisted Web Interviews) – one of the most used methods when it comes to collecting data – in the different countries.

One of the main advantages of using such a method is that it is fast and easy to get in contact with your target group. Also, CAWI allows for the collection of large amounts of data in a relatively short time, ensuring timely insights. The method provides a cost-effective way to reach a diverse and geographically dispersed audience, facilitating a broader understanding of different market segments. Additionally, the anonymity of online surveys can lead to more honest and accurate responses, enhancing the reliability of the data.

This robust and comprehensive data collection approach ultimately equips Visit Estonia with actionable insights to refine their marketing strategies and better cater to the preferences of potential tourists from various nationalities.

Key outputs for Visit Estonia

As a result of our collaboration with Visit Estonia, they ended up getting resourceful information regarding how to market Estonia to them, how to make Estonia a more desirable vacation destination for different nationalities, how to better communicate all the possibilities tourists can explore in Estonia, and the reasons people want or don’t want to visit our country. The data collected provided valuable insights in why Estonia is appealing to others, and helped Visit Estonia finding touchpoints that they could improve to enhance the overall visitor experience, ultimately driving higher tourist satisfaction and increasing international tourism to Estonia.