East-Estonia

Vision & objectives

The main objective of the cluster is to improve its environmental performance and strengthen regional cooperation with the aim to develop unified regional tourism strategy (including value added tourism package focusing heath, well-being, culture and history of the region). Accommodation facilities as key actors in the cluster were interested in implementing environmental management system according to Green Key label to create a better environment for guests and staff, a better environmental image and marketing advantages. Other members of cluster wanted to implement elements of environmental management systems (EMAS, ISO 14001).

Funding

No additional funding was received, except MOVE-IT project support, for cluster coaching, training, auditing etc. during the implementation process.

April 2010 - October 2011

Stakeholders

Key stakeholder : Meresuu Spa & Hotel

Stakeholders : In addition to lead member of the cluster - Meresuu SPA & Hotel - there are several important stakeholders in the region:

  • Regional development centre (Ida-Viru Enterprise Centre);
  • Ida-Viru tourism cluster – a network of active tourism related organisations with an aim to develop and promote a regional tourism strategy (including marketing and action plan).

 

 

The coach

Stockholm Environment Institute (SEI) -Tallinn Centre

SEI-Tallinn is the lead coordinator of the EMAS Easy MOVE-IT project. The organization is responsible for all contacts with the European Commission, the coordination of the project, the coaching of clusters in Estonia, the adaptation of the cluster toolkit in …

Labels ands brands in the region

Green Key

The Green Key is the first international environmental label for tourist accommodation (hotels, campsites) and a voluntary label based on rigorous criteria, which cover the...

The region

Description

East-Estonia (Ida-Viru) cluster is situated in Ida-Viru county. Ida-Viru County is the most northeast county of Estonia, bordering Gulf of Finland to the north, Narva River to the east and Lake Peipus to the south. Ida-Viru's county is rich in contrasts. The county has long industrial traditions. It holds most of Estonian industrial and energetic capacity producing 16% of Estonian industrial yield. The county is also rich in diverse natural heritage and various holiday opportunities. A distinctive place in the tourist region of Ida-Viru County belongs to Narva-Jõesuu. This is a holiday resort that has been blessed with the longest beach in Estonia. Already during the tsarist rule, Narva-Jõesuu was a popular summer holiday destination among the Russian gentry. To this day the few wooden villas decorated with lace, which survived the fires of the last war, are reminiscent of those days. Now the seaside pine forest is full of spa hotels.

Policies

The county’s tourism development strategy for 2007-2013 foresees the progress of tourism clusters (tourism clusters for different activities, such as adventure and sport tourism, business and conference tourism, holiday and nature tourism etc).
The county’s development strategy for 2005-2013 has two main goals: first to make the region more attractive for tourists and entrepreneurs (using also PR), second to improve the urban environment so that active people return to the region.

Boundaries and Certifications

All accommodation facilities part of the cluster have implemented environmental management system based on Green Key criteria (Green Key is the most common and well-known environmental label in Estonia). Other members of cluster (mainly museums) implemented EMS according to EMAS. Since EMAS registration is considered to be too expensive for SMEs and there is a lack of awareness and demand amongst customers and the public, these organizations preferred to go for non-formal EMS.