Coastal and Rural Gems

Finland’s coast is full of hidden gems waiting to be discovered. Now, 11 coastal and rural areas are joining forces to create new travel experiences, routes and partnerships along the Finnish coast. Raseborg is part of the new national Coastal and Rural Gems project, which aims to make it easier for both travellers and tour operators to discover more of our diverse coastal and rural region.

An important step forward has been taken in the development of Finland’s coastal and rural areas, as the national Coastal and Rural Gems project has been awarded funding from the European Agricultural Fund for Rural Development. The project is one of six national development projects selected for funding in 2026.

What is it about?

The Coastal and Rural Gems project aims to strengthen the competitiveness of tourism businesses in Finland’s coastal and rural areas by creating new tourism products and travel experiences that connect different destinations. It brings together tourism businesses, municipalities and regional development organisations to build stronger collaboration across regional borders.

The aim is to raise awareness of these destinations, attract more visitors and encourage travellers to stay longer and explore more of the region.

“Many travellers and international tour operators are looking for ready-made itineraries and experiences that allow them to discover several destinations in one trip, rather than focusing on individual destinations. Through the project, we aim to create inspiring travel experiences that connect different areas and local tourism businesses. This makes trip planning easier for tourists while also creating greater value for the coastal region as a whole,” says Pia Ewalds, Acting Tourism Coordinator at Visit Raseborg.

Key actions

The project will bring together tourism businesses and other local actors through networking events, benchmarking and service design workshops. Together, participants will develop new tourism products and travel itineraries that connect several destinations. The project will also give businesses new tools and knowledge to better understand their customers and make use of digital solutions, including AI, in their work.

Project partners

The project brings together 11 municipalities and regional development organisations from across Finland’s coastal and archipelago areas.

Project information

Project period: 1 September 2026–30 June 2028
Total budget: 463,307€
Lead organisation: Yrityssalo Oy, Tiina Backman, tiina.backman@yrityssalo.fi, +358 41 54 555 15
Project partner / Local contact: Visit Raseborg, Pia Ewalds, pia.ewalds@raseborg.fi, +358 19 289 20