The STEAM project tackles a shared challenge in Finland and Estonia: sauna tourism companies lack the resources, networks, and cultural know-how to access the Japanese market.
The project approach combines market intelligence, training, digital innovation, product development, B2B matchmaking, and joint marketing campaigns. The project supports sauna SMEs in creating attractive and relevant sauna products for Japanese customers and delivers visibility, trust, and business deals in Japan, while supporting off-season tourism growth across the Central Baltic region.
The aim of the project is to increase the Finnish and Estonian sauna tourism visibility, appeal and the number of tourists interested in our sauna experiences.
Duration: 1/2026–4/2029
Funder: European Union, Interreg Central Baltic Programme 2021–2027
Total budget: 1.305,348 €, of which Haaga-Helia UAS’s 641,074 € (self-funded 128,215 €)
Partners: University of Tartu, Tampere University of Applied Sciences Ltd, NGO Estonian Rural Tourism
Project manager at Haaga-Helia University of Applied Sciences: Nina Kallberg
