On September 24, the Pärnumaa Tourism Vision Conference 2025 took place in Pärnu, bringing together tourism entrepreneurs, opinion leaders, politicians, and public sector representatives to discuss the future of the destination.
Conference speeches emphasized that tourism is more than just accommodation—it involves a much longer value chain. Discussions highlighted, “Pärnumaa tourism needs a gear change – we have plenty of beds, but visitors need more reasons to come here.” An economic impact analysis prepared by the University of Tartu Pärnu College showed that Pärnumaa is heavily dependent on tourism, with an estimated one-fifth of the local economy linked to visitors.
During the mayoral candidate debate, which was a central part of the conference, it was emphasized that tourism requires more attention and support than it currently receives. Participants agreed that, in light of nationwide changes in tourism management, Pärnu must more actively support local tourism development.
A recurring theme and future scenario discussed at the conference was how to create a new major tourism attraction. Presentations of examples from Germany and discussions of local attractions underscored the importance of such tourism magnets for the destination. Since the success of a major attraction benefits the destination as a whole, both the state and local governments could play a role in financing the project alongside private investors.
“Crazy ideas are possible, but without public sector support, they won’t happen. We need vision and the courage to think big,” summarized one of the conference conclusions. Led by MTÜ Destination Pärnu, the city is moving toward establishing a major tourism attraction.
Read more about the conference here.
