Rural areas in the Baltic Sea Region face population decline, fragile economies, and fragmented tourism development. Many small rural businesses have strong potential to offer unique wellbeing services based on nature, food, and cultural traditions, but they lack the skills, networks, and visibility to do so competitively. The project Rural Wellbeing supports rural SMEs in five countries to co-create place-based wellbeing tourism offers. It focuses on selected flagship SMEs, supported by umbrella organisations, to turn local assets such as forest walks, sauna traditions, and local food into attractive and sustainable tourism packages. Currently, SMEs cannot achieve this alone due to barriers including limited know-how, weak cross-border cooperation, and lack of marketing reach. The project overcomes these barriers by offering joint training, peer exchange, and practical tools such as self-assessment methods, guidelines, and promotion materials. By enabling SMEs to design and test wellbeing offers, WiN strengthens rural economies, creates new income opportunities, and fosters cultural pride. Communities benefit from new jobs and visibility, while visitors receive high-quality, restorative experiences. The project outcome will also inspire other regions in Europe by showing how rural resources can be transformed into innovative wellbeing tourism.
Project implementation period: July 2026 - June 2028
Partners:
Lead partner Krinova Incubator & Science Park
Estonian Rural Tourism NGO
Lithuanian Countryside Tourism Association
Local Tourst Organization Bialowieza Forest Region
Latgale Region Tourism Association
Project website - https://interreg-baltic.eu/project/rural-wellbeing/
Lithuanian countryside tourism association contact person:
Kotryna Miliūnė, info@atostogoskaime.lt, +37063557154
This information has been produced with the financial assistance of the European Union. The content of this information is the sole responsibility of the Lithuanian Countryside Tourism Association. It can under no circumstances be taken to reflect the views of the European Union.
