PA Tourism initiated Discussion Paper Series – 1st paper on the potentials for a transnational destination branding for the BSR finalized

Nr.39  | 12.10.2016  | PA Tourism  | EU Strategy for the Baltic Sea Tourism

Policy Area Tourism has initiated a discussion paper series. It aims at improving the dialogue and exchange between tourism stakeholders in the Baltic Sea region, particularly those who are actively engaged or interested in transnational cooperation in tourism matters. We are convinced that in several respects transnational cooperation is indispensable and thus can be beneficial for the whole Baltic Sea rim, if coordinated smartly and effectively.

Since the Strategy follows a multilevel governance approach, we would like to link and combine views as well as activities at the transnational, national, regional and local levels in order to foster the implementation and the impact of the EU Strategy for the Baltic Sea Region in the area of tourism. The fact that tourism has become a policy area in the Strategy is a clear chance for the sector to raise our voice, to increase our visibility and to advocate a sustainable tourism development in the Baltic Sea Region.

The first paper “Transnational Destination Branding for the BSR – Political Aspiration and Practical Application” is the first tangible result of strategic discussions within the Steering Group concerning the potential for joint actions. The paper discusses the reasons for such action and analyses the preconditions for such activities. Joint branding is not undisputed among the members of the Steering Group. Moreover, a brand requires both a clear identity (inward perception) and image (outward perception) of the BSR which to date does not exist. However, overlap exists as regards specific themes which are closely related to nature and sea. Around these, high quality and sustainable (innovative) products could be built which would contribute to building some common identity. These could then also help shaping the image of the BSR, preferably in third countries.

This paper is a first step in the process of advancing these considerations which will most likely be continued with an expert workshop.

You can download the paper here: