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Business PärnuIn February 2026, Pärnu proved that a major metropolis is not a prerequisite for a successful international conference. The 11th Annual Meeting of the European Travel Commission (ETC) brought 90 delegates from 25 countries to the resort town of Pärnu, a destination many of them had never visited before.
The conference demonstrated that even during the winter season and under conditions of limited connectivity, Pärnu is capable of delivering world-class conference management.
“We are grateful for the opportunity to host such a significant and high-responsibility event. Although winter is off-season in Pärnu terms and reaching the destination isn’t the easiest for international visitors, the participants were pleasantly surprised — we managed to deliver a conference experience that exceeded international guests’ expectations,” says Triin Lorents, Marketing Manager at Destination Pärnu.
“Kristiina Kästik from the Estonian Business and Innovation Agency played a major role in bringing the ETC conference to Estonia. The collaboration was extremely productive. Once the decision in favor of Pärnu was made, further communication and technical organization were handled with Sophia Westerlund, Community & Membership Manager at ETC based in Brussels,” adds Annika Raadik, Tourism Development Manager at the Pärnu City Government Development Department.
Conference Venue
The ETC has established specific guidelines for organizing its annual meetings, one of which required that the entire program, including workshops, take place under one roof. The Estonia Resort Hotel & Spa conference center was chosen as the venue, as its technical standards, spatial layout, and location best met the requirements of this major event.
“Estonia was also a great choice because we wanted to set up an EXPO area featuring local Pärnu food producers and the Siluett Estonian Fashion Shop, which sells Estonian design products. The layout of the conference center was very well suited for this. In addition, it offers convenient access for going on a walk around town or to the seaside. Feedback from the participants revealed they were pleasantly surprised by how compact Pärnu is and that everything you need is within walking distance,” says Annika Raadik.
Event Program and Concept
Held at the annual meeting from February 9–12, discussions focused on future-proofing European tourism, reviewing tourism research trends, sharing fresh developments, and agreeing on collaborative projects that impact Europe’s competitiveness as a travel destination. The ETC was responsible for putting together the work program. The event management and destination showcase program were the result of work by the Visit Pärnu team, who began preparations in July 2025.
Visit Pärnu is the destination brand managed by the Pärnu Destination Management Organization (DMO), which comprises the Pärnu City Government tourism development team and the non-profit organization Destination Pärnu, responsible for tourism marketing. The core organizing team for the conference consisted of six members, with additional support provided by volunteers from the University of Tartu Pärnu College.
The host program on-site was built around the destination’s identity: Pärnu’s spa culture, Pärnumaa’s nature, community hospitality, local food, and UNESCO heritage. To showcase local culture, an authentic Kihnu motorcycle and a Soomaa dugout canoe (haabjas) were also brought to the conference venue.
The conference program included:
- Welcome at Tallinn Airport
- Welcome speeches at Villa Ammende accompanied by a house tour
- Two action-packed conference days at the Estonia Resort Hotel & Spa conference center along with public workshops
- Pärnumaa Flavors EXPO
- Photo corner featuring the dugout canoe and Kihnu motorcycle
- Morning runs with Olympian Allar Raja
- A gala dinner at Rannahotell showcasing local flavors and fish caught from Pärnu Bay
- Dinner at restaurant NOOT
- Spa party at the Estonia Resort Hotel & Spa wellness center
- Technical visit to the spas combined with a resort tour
Since the weather during the conference days was wintery cold, the morning jog sessions quickly proved that endurance is not merely a philosophical concept, but an actionable, practical experience.
The gala dinner menu at Rannahotell incorporated local food tied into the destination’s story.
“We intentionally wanted to introduce participants to an Estonian-inspired menu. An interesting fact we hadn’t thought of was that many people don’t eat beetroot, for example. What made the dinner special was that the restaurant manager introduced the dishes and, during the main course, pointed out the window, noting that the fish was caught right from the water out there, which instantly generated a lot of buzz,” says Triin Lorents.
Spa Party as a Distinctive Format Introducing the Destination
One of the most memorable parts of the ETC Annual Meeting turned out to be the spa party — a format that is difficult to replicate in other conference cities. Estonia Resort Hotel & Spa was chosen as the venue, as their prior experience in hosting spa parties provided confidence that the international delegation would enjoy an immersive, professionally executed evening.
“The broader goal of the spa party was to strengthen the destination’s identity and show how work and relaxation can be seamlessly integrated in Pärnu, offering an experience that is just as professional as in a major metropolis, but far more personal and distinctive,” explains Triin Lorents.
The primary advantage of the Estonia Resort Hotel & Spa wellness center is its size and diversity — a spacious layout, a variety of saunas, and the technical capacity to set up DJ and lighting configurations while ensuring safety and guest comfort. In the context of a winter event, the indoor temperature of the spa center also proved crucial. Based on feedback from previous guests, it is well known as one of the warmest spa facilities in Pärnu.
Conference Participants' Feedback: Pärnu Exceeded All Expectations
Feedback from the survey forms consistently highlighted the following keywords:
- professional organization and technical quality
- authentic and warm hospitality
- compactness of the city — everything is within walking distance
- spa party as a distinctive conference format
- walking on the frozen Pärnu Bay as a unique experience
The frozen sea was the most memorable experience for many. Some participants had never seen snow before, let alone walked on ice, which was something completely new and exotic for them.
On LinkedIn, Pärnu was described as a “living example” of a great destination — a resort town that hosts ten times its resident population every year and actively seeks ways to enrich the off-season.
Participants also highlighted positively that they had the opportunity to use free public transport and visit Pärnu’s museums free of charge. Souvenir shops also offered special discounts for the delegates.
For many international guests, this was their first time in Estonia. The experience left such a positive impression that several expressed a desire to return to Estonia for a vacation in the future.
What Went Especially Well
Margus Randmäe, Head of Destination Pärnu, highlights three key success factors from hosting the ETC Annual Meeting: strong collaboration, the completeness of the side program, and the broader impact of the event.
“Visit Estonia presented the opportunity, we were entrusted with the hosting rights, and at the same time, our task was to find local partners on the ground. Everyone we approached was willing to collaborate and contribute funding, believing in this idea. That trust and collaboration worked exceptionally well.
Although the core content of the conference was largely predetermined, we managed to create a cohesive experience around it that showcased Pärnu and Pärnumaa at their best. The EXPO area featuring Pärnumaa flavors, the Kihnu motorcycle, the dugout canoe, morning runs, and the evening spa party were very authentic to Pärnu and bold solutions. If you were to imagine an ideal Business Pärnu event, it would be difficult to find a better example.”
“The delegates’ feedback, their LinkedIn posts, and public words of gratitude showed that our hospitality and diverse program resonated with them. The broader impact of this event on Pärnu is invaluable — in just a few days, we managed to firmly place Pärnu on the European map,” says Randmäe.
Words of thanks were also shared by the Estonian Business and Innovation Agency, which represents Estonia in the European Travel Commission.
“I am very grateful that Pärnu was ready to organize the ETC conference and welcome tourism professionals. The event made a very positive impression. The dinner at Rannahotell was a great success, and the substantive program of the conference was also well constructed. The topics were exciting, and participants didn’t leave before the end, as is often the custom at conferences. I would especially like to offer high praise for the Pärnu food and beverage producers’ EXPO area. I heard it was extremely popular among visitors, with buyers and onlookers browsing throughout all the days,” says Orvika Reilend, Head of Tourism at the Estonian Business and Innovation Agency.
Pärnu's Strengths and Potential
Pärnu may be small on a global scale, but that is precisely what allows it to offer business travelers a unique experience that is often more valuable when organizing a business event than the feeling of a “large destination.” The ETC Annual Meeting highlighted Pärnu’s strengths:
- compactness and walkability
- a year-round destination — Pärnu is not just the summer capital, but is also capable of delivering a world-class Nordic winter experience
- strong spa culture and resort heritage
- professional conference venues
- local food and a strong community
- UNESCO cultural heritage
At the same time, feedback from participants highlighted areas for development that would help make Pärnu even more competitive as a business tourism destination. Attention is needed for:
- better connectivity, especially rail links
- clearer articulation and “packaging” of winter experiences
- a more visually distinct and identifiable city center
- longer opening hours for shops and cafes
“From the perspective of business travelers, getting the train connection up and running is crucial. A 1.5-hour car drive from Tallinn might seem short to us, but for an international delegate, that may not be the case — especially after arriving in Estonia on a long flight,” points out Annika Raadik.
Although winter is often viewed locally as an off-season, first-time foreign visitors experience it as something truly authentic and special. Pärnumaa’s active entrepreneurs also deserve recognition. “The strength of our local small producers and service providers is precisely what we should take even greater pride in,” adds Raadik.
The ETC Conference Proved That Pärnu Has Plenty to Offer as a Conference Destination
The ETC Annual Meeting confirmed that Pärnu is not merely a summer capital, but a flexible, compact, and experience-rich conference destination that offers international delegates something major cities often cannot — a cohesive, all-in-one experience within walking distance.
Pärnu boasts world-class conference facilities, a wide range of accommodations, memorable experiences, and the opportunity to pair a business event with a spa party, nature outings, and a story of local cuisine. The ETC conference demonstrated that Pärnu’s strength lies not only in professional hosting, but in its ability to seamlessly weave content and destination identity into a complete package that creates clear added value for international guests and inspires them to return. This is precisely what gives Pärnu a competitive edge, even outside the peak season.
“We welcome both larger and smaller international events to Pärnu. We aim to be a conference destination where work gets done differently and where every event gains something uniquely Pärnu. As this recent event showed, we are fully capable of hospitably hosting major events even during the off-season,” says Margus Randmäe.
Economic and Imagological Impact of the ETC Conference
The economic impact of such an event for the region is approximately 100,000 euros. This represents the magnitude of spend left in the destination by the organizers and participants through various services and expenses.
Beyond the direct revenue, the conference had a clear imagological impact: European delegates shared their experiences on LinkedIn, thereby exposing Pärnu to hundreds of thousands of followers. Significant attention was brought to Pärnumaa Flavors (Pärnumaa Maitsed) and local small producers, who presented their products to international guests at the EXPO area. This offered them the opportunity to establish new contacts and increase the visibility of their products beyond Estonia.
Thanking the Team and Partners
The success of the ETC Annual Meeting was a collective effort of many stakeholders, from Visit Estonia’s initial proposal to the collaboration among local businesses, spas, hotels, Pärnu College, local producers, and the city government.
“This project wasn’t on anyone’s work plan or in any budget; rather, the opportunity and the organization arose on the fly. The team came together alongside their daily responsibilities, and it all took considerable effort, but the result was well worth it. Pärnumaa gained fantastic visibility, and the feedback was overwhelmingly positive, which goes to show that when local stakeholders collaborate effectively, see the bigger picture, and trust one another, anything is possible,” says Margus Randmäe.
“Organizing the ETC conference also fostered a strong sense of camaraderie within our own team. We were all united for a single cause, and the event as a whole was a resounding success. The positive post-event shout-outs on LinkedIn were especially gratifying — these are people who have visited many destinations and are far more knowledgeable about tourism than average,” says Annika Raadik.
Event Supporters and Partners
City of Pärnu, Estonian Business and Innovation Agency, Association of Local Authorities of Pärnu County, Pärnu County Development Centre, Estonia Spa Hotels AS, University of Tartu Pärnu College, Villa Ammende, Hedon SPA & Hotel, Wasa Resort, Tervise Paradiis Spa Hotel & Water Park, Pärnu Guides Association NGO, TIKI, Rome2Rio, Destination Pärnu, Business Pärnu, Visit Kihnu, Pärnumaa Dugout Canoe Workshop (Pärnumaa Haabjakoda), Pärnumaa Food Cluster / Pärnumaa Flavors, Siluett Estonian Design Shop, Tetech, Teele Mustallikas
