ECRT2021
7th European Congress on Rural Tourism
General Outline
General Outline
Fit for the future
The COVID pandemic has turned tourism upside down. Consumer preferences shift radically in favour of destinations with smaller service units, space, individual freedom, local supply and human contact. All these characteristics have always been at the heart of Rural Tourism, and it comes as no surprise that the interest in our type of services highly increased during 2020/21.
This is an opportunity to gain new customers and turn them into repeat clients for the future. However, it requires addressing the challenges of increased digitalization, sustainability and service quality that were accelerated by the COVID-19 pandemic.
The moment is also important for the European Federation of Rural Tourism. Registered in 1991, this year it celebrates the 30th anniversary together with a rebranding process under the new acronym RuralTour. This goes along with an evaluation of the experiences and lessons learned in the past 30 years. Applying them to the new trends – especially digitalization and new consumer values – makes our sector fit for the future.
Languages: the congress will be held in English
Format: Hybrid Face-to-Face and online presentations. Assistance only in person.
Experienced Executive Director with a demonstrated history of working in the leisure, travel & tourism industry. Skilled in Business Planning, Business Development, Entrepreneurship, Strategic Planning, and Marketing Strategy. Strong business development professional graduated from University of Tampere.
Experienced Executive Director with a demonstrated history of working in the leisure, travel & tourism industry. Skilled in Business Planning, Business Development, Entrepreneurship, Strategic Planning, and Marketing Strategy. Strong business development professional graduated from University of Tampere.
MILLA BRUNEAU is the Executive Director for the Lahti – European Green Capital 2021 project. Prior to this she has led several international tv- and film-companies.
Her experience for the Green Capital initiative evolved from her political career as a decision maker in the Lahti City Council and she has been involved in the implementation of the theme year from the beginning.
Bruneau has made use of her career of more than 20 years in media, in particular her accredited leadership and communication skills as well as
her international business skills in her political career. She has rapidly advanced in her responsibilities and duties since being elected in 2013.
During her first term Bruneau already acted i.e. as a member of the Lahti City Board. During her second term in office, she was the first woman in the city's history to become Chairman of the Lahti City Council. After the municipal elections in 2021 she received the most votes of her party and is now the Vice Chair for the City Board and the Chairman for the Business Promotion and Employment Committee.
MILLA BRUNEAU is the Executive Director for the Lahti – European Green Capital 2021 project. Prior to this she has led several international tv- and film-companies.
Her experience for the Green Capital initiative evolved from her political career as a decision maker in the Lahti City Council and she has been involved in the implementation of the theme year from the beginning.
Bruneau has made use of her career of more than 20 years in media, in particular her accredited leadership and communication skills as well as
her international business skills in her political career. She has rapidly advanced in her responsibilities and duties since being elected in 2013.
During her first term Bruneau already acted i.e. as a member of the Lahti City Board. During her second term in office, she was the first woman in the city's history to become Chairman of the Lahti City Council. After the municipal elections in 2021 she received the most votes of her party and is now the Vice Chair for the City Board and the Chairman for the Business Promotion and Employment Committee.
Klaus Ehrlich studied Economics – Business Administration at the University of Siegen (Germany) from 1976-1983, with one year at the University of Sevilla (81/82). Co-founder and manager of several entrepreneur associations related with rural tourism in Spain (RAAR, AHRA) from 1991 until 2006. Since 2002 he has been responsible for the management of EuroGites – European Federation of Rural Tourism as general secretary. Involved in working groups and consultative bodies at the European Commission related with tourism and rural development.
Klaus Ehrlich studied Economics – Business Administration at the University of Siegen (Germany) from 1976-1983, with one year at the University of Sevilla (81/82). Co-founder and manager of several entrepreneur associations related with rural tourism in Spain (RAAR, AHRA) from 1991 until 2006. Since 2002 he has been responsible for the management of EuroGites – European Federation of Rural Tourism as general secretary. Involved in working groups and consultative bodies at the European Commission related with tourism and rural development.
Hans Embacher is Managing Director of the Austrian Farm Holidays Association since 1991. This organization represents some 3.000 members with a total of 38.000 tourist beds in rooms or apartments. The main tasks of the organization are the development and “shaping” of the farm holiday product, marketing of the product, and representation of the interest of the providers. The farmers are members of 8 provincial associations, these form the National association, the total organisational network has been started in 1971 and was completed in 1992. In marketing, the association works together with the Austrian tourism organisations on all levels; in the development, consultancy and educational task there are close links with the ministry of agriculture and the provincial chambers of agriculture. On the European level the Association is member of Ruraltour, the European Federation of Rural Tourism
Hans Embacher is Managing Director of the Austrian Farm Holidays Association since 1991. This organization represents some 3.000 members with a total of 38.000 tourist beds in rooms or apartments. The main tasks of the organization are the development and “shaping” of the farm holiday product, marketing of the product, and representation of the interest of the providers. The farmers are members of 8 provincial associations, these form the National association, the total organisational network has been started in 1971 and was completed in 1992. In marketing, the association works together with the Austrian tourism organisations on all levels; in the development, consultancy and educational task there are close links with the ministry of agriculture and the provincial chambers of agriculture. On the European level the Association is member of Ruraltour, the European Federation of Rural Tourism
Raija Forsman, M.Sc. (econ.), is the CEO of Lahti Region Ltd (Visit Lahti). In addition to her previous experience of running a regional tourism organisation, she also has experience of cruiseferry and brand marketing and sales from the international shipping company Silja Line. Lahti Region Ltd (Visit Lahti) is responsible for growing the attractiveness of Lahti Region as a tourist destination. The company’s responsibilities include tourism marketing, tourism image building, sales and brokerage of tourism services, acquisition of new events jointly with municipalities as well as tourism development through projects. Lahti Region’s tourism themes include water-based tourism and nature tourism, national and international events as well as sports, exercise and well-being tourism. In tourism development, sustainability, digitality and internationalisation are highlighted alongside a strong focus on local Finnish tourism.
Raija Forsman, M.Sc. (econ.), is the CEO of Lahti Region Ltd (Visit Lahti). In addition to her previous experience of running a regional tourism organisation, she also has experience of cruiseferry and brand marketing and sales from the international shipping company Silja Line. Lahti Region Ltd (Visit Lahti) is responsible for growing the attractiveness of Lahti Region as a tourist destination. The company’s responsibilities include tourism marketing, tourism image building, sales and brokerage of tourism services, acquisition of new events jointly with municipalities as well as tourism development through projects. Lahti Region’s tourism themes include water-based tourism and nature tourism, national and international events as well as sports, exercise and well-being tourism. In tourism development, sustainability, digitality and internationalisation are highlighted alongside a strong focus on local Finnish tourism.
Satu is Head of International Marketing at Sauna from Finland. In her work, Satu assists hotels, spas and private clients in creating authentic Finnish sauna experiences. She is the first point of contact for international customers interested in Finnish sauna and represents the network of Finnish sauna companies. Satu also assists sauna businesses with internationalization and fostering their international capabilities.
Having worked in different countries, companies and organizations with people from all over the world, Satu has an extensive partner network and experience in working with people from different cultures. For nearly 30 years she has helped companies to international markets. She has also worked with different business clusters as she believes that by working together, the companies can achieve better results. This is also the case with Sauna from Finland network that has 230 company members. Satu has versatile experience in international marketing, in different kinds of business environments. Satu has also worked in regional and business development as well as investment attraction. She has been an active board member in international organizations such as European Association of Development Agencies.
Satu is Head of International Marketing at Sauna from Finland. In her work, Satu assists hotels, spas and private clients in creating authentic Finnish sauna experiences. She is the first point of contact for international customers interested in Finnish sauna and represents the network of Finnish sauna companies. Satu also assists sauna businesses with internationalization and fostering their international capabilities.
Having worked in different countries, companies and organizations with people from all over the world, Satu has an extensive partner network and experience in working with people from different cultures. For nearly 30 years she has helped companies to international markets. She has also worked with different business clusters as she believes that by working together, the companies can achieve better results. This is also the case with Sauna from Finland network that has 230 company members. Satu has versatile experience in international marketing, in different kinds of business environments. Satu has also worked in regional and business development as well as investment attraction. She has been an active board member in international organizations such as European Association of Development Agencies.
Sami Hänninen has over 20 years of experience in marketing communications, Internet technology R&D and general management in a highly innovative Internet technology SME. During his career Sami has been involved in all aspects of software product and service development starting from developing initial concepts to implementation. In addition to deep business and sales management experience Sami has very good technical knowledge in the field of Internet technology.
Sami Hänninen has over 20 years of experience in marketing communications, Internet technology R&D and general management in a highly innovative Internet technology SME. During his career Sami has been involved in all aspects of software product and service development starting from developing initial concepts to implementation. In addition to deep business and sales management experience Sami has very good technical knowledge in the field of Internet technology.
Terhi Hook works as a Development Manager for Business Finland/Visit Finland, which is the national tourism organization of Finland. She possesses over 20 years expertise in developing and marketing travel and tourism on national level. Her experience includes planning and executing operations to support the development of Finnish travel trade; product development, sustainability, nature tourism, safety & security, tools, strategies, guidance & monitoring. She also specializes in developing and promoting food tourism.
Terhi Hook works as a Development Manager for Business Finland/Visit Finland, which is the national tourism organization of Finland. She possesses over 20 years expertise in developing and marketing travel and tourism on national level. Her experience includes planning and executing operations to support the development of Finnish travel trade; product development, sustainability, nature tourism, safety & security, tools, strategies, guidance & monitoring. She also specializes in developing and promoting food tourism.
Ms. Sanna Kyyrä works as a Chief Specialist in tourism policy at the Ministry of Economic Affairs and Employment of Finland. Before her current position, Sanna has worked on development and research projects gaining expertise of developing hospitality and travel industry especially in Finland. As currently living in two tourism destinations in Finland, tourism as a phenomenon is present in her everyday life even in leisure. Sanna holds a M.Soc.Sc in Tourism Research.
Ms. Sanna Kyyrä works as a Chief Specialist in tourism policy at the Ministry of Economic Affairs and Employment of Finland. Before her current position, Sanna has worked on development and research projects gaining expertise of developing hospitality and travel industry especially in Finland. As currently living in two tourism destinations in Finland, tourism as a phenomenon is present in her everyday life even in leisure. Sanna holds a M.Soc.Sc in Tourism Research.
Jari Leppä has held the position of Minister of Agriculture and Forestry since May 2017, and was appointed to the same position for the present government that was inaugurated in June 2019. Minister Leppä has been a Member of Parliament since 1999. In addition to his active political career, Minister Leppä has also gained expertise as a tenant farmer from 1980 to 1992, and as a farmer from 1993 to the present day.
Jari Leppä has held the position of Minister of Agriculture and Forestry since May 2017, and was appointed to the same position for the present government that was inaugurated in June 2019. Minister Leppä has been a Member of Parliament since 1999. In addition to his active political career, Minister Leppä has also gained expertise as a tenant farmer from 1980 to 1992, and as a farmer from 1993 to the present day.
Minister of Economic Affairs Mika Lintilä was born in Toholampi, Central Ostrobothnia, Finland. This is his sixth term as Member of Parliament.
During his parliamentary career that began in 1999, Lintilä has been member of the Commerce Committee and the Finance Committee and he has also chaired the Tax Sub-committee of the Finnish Parliament. He served as Minister of Economic Affairs and Ownership steering in the previous Finnish Government under Prime Minister Juha Sipilä.
Lintilä holds a Bachelor's degree in Administrative Sciences from the University of Tampere.
Prior to his political career, Lintilä worked as Head of Finances at Finland’s oldest meat processing company Pouttu Ltd. Lintilä’s military rank is sergeant first class in the reserves. In 1988–1990, he participated in the United Nations Disengagement Observer Force (UNDOF) on the Golan Heights.
A trotting enthusiast, Lintilä chaired the Finnish Trotting and Breeding Association in 2008–2016 and was member of the Board of European Trotting Union in 2009–2016. He also plays football and follows spectator sports very actively.
Mika Lintilä is married with two daughters.
Minister of Economic Affairs Mika Lintilä was born in Toholampi, Central Ostrobothnia, Finland. This is his sixth term as Member of Parliament.
During his parliamentary career that began in 1999, Lintilä has been member of the Commerce Committee and the Finance Committee and he has also chaired the Tax Sub-committee of the Finnish Parliament. He served as Minister of Economic Affairs and Ownership steering in the previous Finnish Government under Prime Minister Juha Sipilä.
Lintilä holds a Bachelor's degree in Administrative Sciences from the University of Tampere.
Prior to his political career, Lintilä worked as Head of Finances at Finland’s oldest meat processing company Pouttu Ltd. Lintilä’s military rank is sergeant first class in the reserves. In 1988–1990, he participated in the United Nations Disengagement Observer Force (UNDOF) on the Golan Heights.
A trotting enthusiast, Lintilä chaired the Finnish Trotting and Breeding Association in 2008–2016 and was member of the Board of European Trotting Union in 2009–2016. He also plays football and follows spectator sports very actively.
Mika Lintilä is married with two daughters.
Juha Marttila is a Finnish beef farmer from municipality of Simo in the border of Lapland.
Juha Marttila is a Finnish beef farmer from municipality of Simo in the border of Lapland.
Everyday management and strategical planning and decision making. To represent the common interests of rural tourism service providers in order to support the development of countryside tourism in Estonia.
I have studied business (incl tourism) management at Tartu University Pärnu College. Have worked at holiday house during years 2000-2008. Have worked partly in LAG during years 2008-2014 and developed network Romantic Coastline. Since 2008 I started to work also for Estonian Rural Tourism Organization. Starting this time I have been involved in many cross-border and national projects concerning product development, branding and promotion of rural tourism, quality assurance etc. During these projects a variety of analyses and research exercises, strategies, marketing materials for end users, manuals and training videos were completed. There has been training courses, seminars, workshops and conferences arranged for members of the organization by me and our team. In addition, I have shared ERTO´s experience in many international seminars and I have been involved and also organized several marketing and capacity building events.
One of the important fields has been also development and promotion of culinary tourism of Estonia - called Estonian Culinary Route, which is part of the Baltic Sea Culinary Routes.
Everyday management and strategical planning and decision making. To represent the common interests of rural tourism service providers in order to support the development of countryside tourism in Estonia.
I have studied business (incl tourism) management at Tartu University Pärnu College. Have worked at holiday house during years 2000-2008. Have worked partly in LAG during years 2008-2014 and developed network Romantic Coastline. Since 2008 I started to work also for Estonian Rural Tourism Organization. Starting this time I have been involved in many cross-border and national projects concerning product development, branding and promotion of rural tourism, quality assurance etc. During these projects a variety of analyses and research exercises, strategies, marketing materials for end users, manuals and training videos were completed. There has been training courses, seminars, workshops and conferences arranged for members of the organization by me and our team. In addition, I have shared ERTO´s experience in many international seminars and I have been involved and also organized several marketing and capacity building events.
One of the important fields has been also development and promotion of culinary tourism of Estonia - called Estonian Culinary Route, which is part of the Baltic Sea Culinary Routes.
Worldwide responsible for Procurement Purchasing & Acquisition, Operations, Portfolio Management, Supply of Services, Branch offices, Quality Management, Logistics & Administration, Facility Management, Infrastructure, IT demand & Marketing Manager Switzerland
Worldwide responsible for Procurement Purchasing & Acquisition, Operations, Portfolio Management, Supply of Services, Branch offices, Quality Management, Logistics & Administration, Facility Management, Infrastructure, IT demand & Marketing Manager Switzerland
Mrs. Nowak has extensive work experience as place analytics consultant for countries, regions and cities all over the world. Since joining Bloom Consulting in 2018, Mrs. Nowak has worked for the governments of Australia, Israel, New Zealand, Uruguay, Costa Rica, Andorra, Sweden, Finland, Norway and for the European Travel Commission (ETC).
Mrs. Nowak has had the opportunity to participate in Nation Branding projects and #Digitalidentity brand audits using big data tools. She also has a key role in the development of the Bloom Consulting Country Brand Ranking, a biannual research publication that analyzes over 194 nation brands in the world in the fields of Tourism and Investment attraction.
Mrs. Nowak has extensive work experience as place analytics consultant for countries, regions and cities all over the world. Since joining Bloom Consulting in 2018, Mrs. Nowak has worked for the governments of Australia, Israel, New Zealand, Uruguay, Costa Rica, Andorra, Sweden, Finland, Norway and for the European Travel Commission (ETC).
Mrs. Nowak has had the opportunity to participate in Nation Branding projects and #Digitalidentity brand audits using big data tools. She also has a key role in the development of the Bloom Consulting Country Brand Ranking, a biannual research publication that analyzes over 194 nation brands in the world in the fields of Tourism and Investment attraction.
Jyrki has a long background in travel stretching over 3 decades. He comes originally from Finland and is now stationed in Berlin.
Work history is mainly with Visit Finland in Germany and the Netherlands, but also for other destinations and stakeholders as a creator and initiator of many Nordic success stories in travel industry.
Passionate about sustainability, food and own family adventures.
Finland is a nature lovers destination which makes a perfect fit for Jyrki spending his vacations on a "happiness-mökki" at Pielinen lake in North Karelia doing what Finnish men do best: sauna, fishing, roaming the forest, yoga and cooking at open fire.
Jyrki has a long background in travel stretching over 3 decades. He comes originally from Finland and is now stationed in Berlin.
Work history is mainly with Visit Finland in Germany and the Netherlands, but also for other destinations and stakeholders as a creator and initiator of many Nordic success stories in travel industry.
Passionate about sustainability, food and own family adventures.
Finland is a nature lovers destination which makes a perfect fit for Jyrki spending his vacations on a "happiness-mökki" at Pielinen lake in North Karelia doing what Finnish men do best: sauna, fishing, roaming the forest, yoga and cooking at open fire.
Kati has 20+ years of experience working in several key positions in global tourism arena leading travel, tourism or hospitality related entities and developing tourism. At Visit Finland her role includes to develop, manage and lead Visit Finland's versatile Business Development functions with the mission to support competitiveness and international growth of Finnish tourism industry.
Kati has 20+ years of experience working in several key positions in global tourism arena leading travel, tourism or hospitality related entities and developing tourism. At Visit Finland her role includes to develop, manage and lead Visit Finland's versatile Business Development functions with the mission to support competitiveness and international growth of Finnish tourism industry.
Practical experience in managing a family guest house 6 years
Co-author and editor of a training course for rural tourism practitioners
Expert on the development of rural tourism, ANO "Agency for the Development of Rural Initiatives" (Krasnodar Territory) https://www.agent-sela.ru
Manager, consultant of the travel company "ARGO" (Barnaul) http://tourargo.ru
Graduate of the Ford Foundation International Fellowship Program (2003-2004)
MSc in Public and Public Administration from the University of Exeter (UK, 2003-2004)
Graduate of the UK Government Chevening Fellowship Program (2018-2020)
Royal University of Agriculture Honors (UK 2018-2020) Business School Rural Tourism
Practical experience in managing a family guest house 6 years
Co-author and editor of a training course for rural tourism practitioners
Expert on the development of rural tourism, ANO "Agency for the Development of Rural Initiatives" (Krasnodar Territory) https://www.agent-sela.ru
Manager, consultant of the travel company "ARGO" (Barnaul) http://tourargo.ru
Graduate of the Ford Foundation International Fellowship Program (2003-2004)
MSc in Public and Public Administration from the University of Exeter (UK, 2003-2004)
Graduate of the UK Government Chevening Fellowship Program (2018-2020)
Royal University of Agriculture Honors (UK 2018-2020) Business School Rural Tourism
Juho Pesonen is a professor of tourism business at University of Eastern Finland business school and adjunct professor of digital marketing at University of Turku. He is the director of the international master’s degree programme in Tourism Marketing and Management and chairperson of the board of the International Federation for Information Technology in Travel and Tourism (IFITT). Professor Pesonen holds several board positions in academic journals, such as the editor-in-chief of the Finnish Journal of Tourism Research. His research focuses on developing sustainable business models in tourism and hospitality and he has published dozens of academic papers related to the topic.
Juho Pesonen is a professor of tourism business at University of Eastern Finland business school and adjunct professor of digital marketing at University of Turku. He is the director of the international master’s degree programme in Tourism Marketing and Management and chairperson of the board of the International Federation for Information Technology in Travel and Tourism (IFITT). Professor Pesonen holds several board positions in academic journals, such as the editor-in-chief of the Finnish Journal of Tourism Research. His research focuses on developing sustainable business models in tourism and hospitality and he has published dozens of academic papers related to the topic.
Simo is dealing with EU and international affairs in the MTK. He is also a Member of the European Economic and Social Committee.
Simo Tiainen has worked at MTK for 20 years. He has worked with wide range of issues, in particular the EU and its key policies, such as the CAP and EU rural development policy. In addition to farmers and forest owners, MTK represents Finnish rural entrepreneurs. Rural tourism is an important and growing sector that brings vitality and promotes economical and social integration in countryside. MTK promotes the rural tourism sector and the conditions for entrepreneurs in rural areas in general. This includes many topics from taxation and social policy to rural road network and high-speed broadband connections. Simo has participated to discussion and events related to rural tourism in the European Economic and Social Committee and in Finland as well.
Simo is dealing with EU and international affairs in the MTK. He is also a Member of the European Economic and Social Committee.
Simo Tiainen has worked at MTK for 20 years. He has worked with wide range of issues, in particular the EU and its key policies, such as the CAP and EU rural development policy. In addition to farmers and forest owners, MTK represents Finnish rural entrepreneurs. Rural tourism is an important and growing sector that brings vitality and promotes economical and social integration in countryside. MTK promotes the rural tourism sector and the conditions for entrepreneurs in rural areas in general. This includes many topics from taxation and social policy to rural road network and high-speed broadband connections. Simo has participated to discussion and events related to rural tourism in the European Economic and Social Committee and in Finland as well.
Live like a local - traveller, technology enthusiastic and experienced business developer. Founder of several companies, board professional and advisor. Tomi is excited about building new things and loves it when something changes. He thinks that the rural areas have a great potential in today's travel, especially in the post-covid world where people are looking to go places outside mass destinations and in smaller groups. Experiencing the true local way of living is growing heavily.
Live like a local - traveller, technology enthusiastic and experienced business developer. Founder of several companies, board professional and advisor. Tomi is excited about building new things and loves it when something changes. He thinks that the rural areas have a great potential in today's travel, especially in the post-covid world where people are looking to go places outside mass destinations and in smaller groups. Experiencing the true local way of living is growing heavily.
Andy Woodward has worked in travel and tourism for over 30 years, and in rural and farm tourism since 2008, originally as the CEO of Farm Stay UK. Since April 2020, Andy has been involved with Yonder.com, a US owned platform dedicated to "immersive experiences in nature" where he is Country Director for UK and Ireland. Andy was President of Eurogites/Ruraltour from 2012-15.
Andy Woodward has worked in travel and tourism for over 30 years, and in rural and farm tourism since 2008, originally as the CEO of Farm Stay UK. Since April 2020, Andy has been involved with Yonder.com, a US owned platform dedicated to "immersive experiences in nature" where he is Country Director for UK and Ireland. Andy was President of Eurogites/Ruraltour from 2012-15.