Knowledge documents

24 February 2026

Smart visitor insights reshaping off-season tourism across Europe

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A new, innovative report from the Light in the Dark project shows how smart visitor analysis can support more resilient, year-round tourism in coastal and rural destinations. The study, based on almost 5,000 respondents across multiple European markets, provides data-driven insights into travel motivations, behaviour and expectations. These findings are highly relevant not only for Baltic Sea destinations but also for the wider European tourism ecosystem seeking sustainable growth and balanced visitor flows.

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Interreg Baltic Sea Region Programme

Related Organisation(s)

Interreg Baltic Sea Region Programme

Topics Geographical descriptors

Denmark

Estonia

Finland

Latvia

Lithuania

Norway

Sweden

Organisation Type

Destination Management & Marketing Organisations

Local Authorities

National authorities

Regional Authorities

• Specific types of tourism

• • Adventure tourism

  • Coastal, maritime and inland water tourism

  • Ecotourism

  • Rural tourism

  • Wellness tourism

• Transition Pathway Strategic Areas

• • Best practices, peer learning and networking

  • Changes in tourism demand and opportunities

  • Circularity of tourism services

  • Governance of tourism destinations

  • Green Transition of Tourism Companies and SMEs

• Business activities

• • Activities of amusement parks and theme parks

  • Activities of associations and other organisations supporting tourism

  • Air passenger transport

  • Camping grounds, recreational vehicle parks and trailer parks

  • Events catering and other food services

  • Festivals, cultural and entertainment activities

  • Gardens and nature reserves activities

  • Holiday Housing / Apartments and other short stay accommodation

  • Hotel and similar accommodation

  • Mobile beverage services

  • Mobile food services

  • Museums

  • Operation of historical sites

  • Other

  • Other accommodation

  • Other amusement and recreation activities

  • Other food and beverage services

  • Other holiday reservation services

  • Other tourism transportation activities

  • Rail Passenger transport

  • Recreational and sport activities

  • Restaurants, cafes and bars (Food and Beverage serving activities)

  • Road passenger transport

  • Tour operator activities

  • Travel agency activities

  • Water (sea, coastal and inland) passenger transport

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A new Visitor Analysis Report, created under the Interreg Baltic Sea Region project Light in the Dark, offers a fresh, data-driven outlook on the future of tourism in Europe. It examines how destinations can attract travellers during the low and off-peak seasons by emphasising nature, authenticity, and personalised experiences. Recognised as one of the most innovative studies in the region, it combines smart analytics, behavioural insights, and co-creation with tourism businesses.

The report relies on in-depth research involving nearly 5,000 respondents across nine European markets, focusing on nature-based tourism in coastal and archipelago areas. It highlights shifts in visitor profiles, motivations, and expectations, showing that travellers increasingly pursue quiet, uncrowded, and meaningful experiences. This change opens new opportunities for destinations ready to innovate and diversify beyond traditional summer tourism.
The project unites destinations and stakeholders from Finland, Sweden, Estonia, Latvia, and Lithuania, where managing tourism seasonality remains a significant challenge. These regions see high demand in summer but struggle to attract visitors during colder, darker months. Using smart research and service design methods, the project supports SMEs and destinations in developing new experience concepts that blend nature, local culture, and active travel.

A key finding is the rising interest in sustainable, low-impact travel. Visitors are increasingly drawn to nature, wellness, culture, and slow travel, and they expect high-quality services, personalised experiences, and seamless digital journeys. This underscores the need for smart tourism solutions, data platforms, and digital tools to enhance destination management and marketing.
The insights have broader implications for European tourism beyond the Baltic Sea Region. Many EU destinations face similar issues related to seasonality, climate change, and regional disparities. The report shows how smart data and collaborative innovation can help alleviate overtourism during peak times and build economic resilience in rural and coastal areas.

The methodology developed supports EU priorities like sustainability, digital transformation, resilience, and skills development. It aligns with policy frameworks such as the EU Green Deal and the Transition Pathway for Tourism. Combining research, stakeholder involvement, and pilot initiatives, this approach provides a model that other destinations across Europe can adopt.
This evidence-based, smart tourism planning will become increasingly vital as competition for visitors intensifies and traveller expectations change. Destinations investing in data, innovation, and cooperation will be better equipped to succeed. The Light in the Dark report illustrates how Europe can shift from seasonal tourism to year-round, sustainable, and regenerative travel models.

More information and access to the report:
https://lightinthedarkbsr.eu/wp-content/uploads/2025/11/Visitor-Analysis.pdf

#Smart Tourism #Innovation In Tourism #Sustainable Tourism #Tourism Development #Resilience Planning

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