Tallinn tourist information mini project
On behalf of the Tallinn Strategy Centre and together with the Tallinn Department of Tourism and local tourism service providers, we conducted a short scenario project to think about the possibilities of informing and inspiring Tallinn visitors in the future.
What did we do?
As part of the project, we organised two foresight workshops, where we mapped key trends and signals, developed possible scenarios up to 2040 and analysed future-proof solutions for the tourism sector. In addition, we created “what if…” maps with future images of tourism for the Tallinn Strategy Centre, which supported our workshops and can also be used as a stand-alone tool for discussing the future of tourism.
What did we learn?
The scenarios created mapped out the different possible developments of tourism in Tallinn up to 2040 and aimed to help think about how informing and inspiring visitors in these worlds should change, taking into account longer-term trends. Among other things, we analysed, for example, the increase in visitor expectations for more personalised services, the changes in information sharing brought about by artificial intelligence (more personalised, more through digital platforms), the impact of climate action on tourism and the number of tourists visiting Tallinn in the future. For example, in one scenario, the importance of local and authentic information was highlighted as visitors tired of digital information overload and sought reliable information directly from locals. In the second scenario, the artificial space played a central role in the provision of tourism services, allowing visitors to plan their trips in a highly personalised way. In addition, we discussed scenarios where the number of visitors to Tallinn either increased, bringing challenges such as overcrowding, or decreased due to economic and geopolitical influences, making the city a niche tourism destination.
The scenarios helped us to understand how stakeholders in Tallinn’s tourism sector could respond to different future developments and what actions are needed today to be prepared for different futures in informing and inspiring visitors. To prioritise today’s actions, we used an impact-performance matrix, which divides actions into low-hanging fruit, care-takers, game-changers and thankless tasks.
Why did we approach it this way?
Using the three-step model of futures design – discovery, imagination and decision-making – we analysed trends and drivers, from which we created scenarios to map different paths of development. Participants created their own future scenarios using the “what if…” method. cards. Creating and running scenarios with the tourism department and business representatives helped to better understand today’s activities and future opportunities. This process provided a valuable insight into both the opportunities and the challenges that tourism in Tallinn may face.
We chose this approach to ensure the sustainability and adaptability of the information activities of Tallinn’s tourism sector under different future scenarios.
