What tour operators responded to at NORDEUROPA 2026

A newcomer’s travel concept that gained strong engagement in 31 structured B2B meetings

Regenerative, small-scale, experience-led travel continues to gain momentum across international markets.

At NORDEUROPA 2026, one newcomer concept offered a clear signal. Over two days of structured B2B meetings, a transformative travel format rooted in nature immersion and reflective practice generated strong engagement across multiple regions, including requests to expand program length and move into follow-up discussions.

For tour operators seeking differentiated, scalable products across the Nordics and Baltics, the response revealed something important: niche does not mean non-commercial.

A different kind of travel concept

Behind the concept is Mirka Kristiina Bruun, founder of The Journey Studio. A Finnish author and certified transformative travel coach (ICF/CCE), Mirka designs intentional journeys that help individuals reconnect with clarity, confidence, and their own rhythm. Her signature method, Luontopolku Back to Your Senses®, combines mindful walking, reflective questions, and immersion in Nordic nature.

Under the Finnish Happiness Camp concept, Mirka curates small-scale wellbeing journeys, which are currently hosted at Blueberry Villa on Lake Saimaa and at Riekko Lodge in Ylläs, Lapland. Designed for FIT travelers and small groups, the formats focus on calm summer and autumn landscapes away from crowds.

What differentiates her offering is the integration element. Guests are not simply guided through experiences; they are supported in processing insights and translating transformation into everyday life after the journey ends. This is not volume-driven tourism. It is small-scale, reflective, regeneration-oriented travel. And it resonated with buyers.

Small-scale, reflective travel experiences designed for clarity and reconnection.

Nothing else matters

Measurable engagement

During NORDEUROPA 2026, Mirka participated in 31 pre-scheduled B2B meetings. The response was immediate and measurable:

For operators and agents, this signaled two critical factors: Concept clarity and scalability potential.

Emerging suppliers often struggle to translate philosophy into commercially structured products. In this case, the offering was clearly defined: target audience, format options, collaboration model, and partnership flexibility.

The structured meeting environment at NORDEUROPA allowed buyers to quickly assess feasibility, positioning, and portfolio fit.

Implications for portfolio strategy

The most interesting travel concepts rarely emerge from large organizations first. They are often developed by small, innovation-driven entrepreneurs responding to changing traveler expectations.

The challenge for tour operators is access. How do you identify credible, collaboration-ready suppliers early, before trends saturate the market?

In Mirka’s case, conversations extended beyond her initial target markets.

“I initially focused mainly on English-speaking Western markets within Finland. The event opened opportunities with Middle Eastern and Asian travellers as well, encouraging me to think more broadly about where my calming, reflective concepts could resonate.”

Mirka Kristiina Bruun

The Journey Studio

Mirka Kristiina Bruun

For buyers, this demonstrates something broader: Meaningful, small-scale travel is not geographically limited in appeal.

From niche to scalable

One of the clearest signals of commercial potential came when a buyer requested that the program be expanded from four days to eight. Rather than limiting appeal, depth proved to be an advantage.

As demand grows for regenerative and experience-led travel, buyers are increasingly looking for suppliers who offer more than inspiration. They seek clearly positioned concepts, well-defined formats, strong narrative identity, operational flexibility, and openness to partnership. Concept strength is no longer measured by scale alone, but by structure, clarity, and the ability to deliver meaningful differentiation.

The Journey Studio illustrates how a values-driven, niche concept can meet those criteria when structured and presented effectively.

“My goal is to make meaningful, small-scale travel the new luxury.”

Mirka Kristiina Bruun

The Journey Studio

Mirka Kristiina Bruun

Not defined by exclusivity, but by depth, presence, and lasting impact. Buyer engagement at NORDEUROPA suggests that this ambition aligns with evolving portfolio strategies.

NORDEUROPA as a platform for early discovery

For tour operators and travel agencies, NORDEUROPA is not about volume. It is about visibility. Visibility into emerging suppliers. Visibility into regional innovation. Visibility into concepts that respond to shifting traveler expectations.

Structured B2B conversations create an environment where alignment becomes clear quickly: Does the concept fit my market? Is the supplier collaboration-ready? Can the format scale? Does it strengthen my differentiation?
When those questions are answered confidently, follow-up becomes a natural next step. Mirka’s experience is one example — but it reflects a broader dynamic. Innovative Nordic concepts are entering the international market with increasing clarity and commercial structure. For buyers, early access creates portfolio advantage.