At the end of May, Related brought together a group of Norwegian tour operators for a FAM trip hosted by Visit Estonia. The programme was designed to showcase the diversity of Estonia, from the vibrant atmosphere of Tallinn to the tranquil island life of Saaremaa. Our colleague Charlotte joined the trip, gaining firsthand insight into the experiences, accommodations and attractions available for the Nordic market.
The journey began in Tallinn, where the group discovered the city’s unique blend of history, culture and modern gastronomy through a guided walking tour, restaurant visits and a hands-on cooking class in the creative Telliskivi district. Here, Estonia’s rich heritage met a dynamic and contemporary food scene.
The following morning, the group travelled to Saaremaa – Estonia’s largest island. The short flight in a small propeller plane, with strong winds sweeping across the Baltic Sea, set the tone for an island experience shaped by nature, local traditions and a slower pace of life.
On Saaremaa, participants were introduced to the island’s strong identity and close connection to nature. Juniper, one of the island’s defining features, plays an important role in the landscape, culture and gastronomy. During a visit to a local juniper farm, the group sampled products ranging from syrups to salts while learning more about the island’s history and traditions.
The programme continued with visits to Pilguse Manor, GOSPA Spa Hotel and the historic Saaremaa Veski windmill restaurant, highlighting the island’s focus on wellness, local cuisine and authentic hospitality. Along the way, participants experienced dramatic coastal landscapes, unique wildlife and a strong sense of place that distinguishes Saaremaa from many other destinations in the region.
Before returning to Tallinn, the group explored Kuressaare and its iconic medieval castle – the best-preserved castle in the Baltics. The trip concluded in the Estonian capital with dinner in the modern Rotermann Quarter.
For the participating tour operators, the journey provided valuable firsthand knowledge of a destination that combines culture, gastronomy, wellness and nature. Together, Tallinn and Saaremaa showcased two distinct yet complementary sides of Estonia, offering experiences that appeal to a wide range of Nordic travellers.
