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by Anja on Feb 18, 2026 1:49:56 PM
From concept to market validation
For Mirka Kristiina Bruun, founder of The Journey Studio, NORDEUROPA 2026 was not just an event. It was a market test.
As a starting enterprise, Mirka had been refining her positioning with the support of NordicMarketing. Together with Suvi Ahola, she clarified her offering, adjusted her terminology for the B2B market, and structured her concepts into tangible formats. The goal was clear: test resonance, gain feedback, and evaluate scalability.
For a new business entering the international B2B market, that is not encouragement. It is validation.
A transformative concept in a structured sales environment
Mirka is not offering a traditional tour product.
A Finnish author and certified transformative travel coach (ICF/CCE), she founded The Journey Studio to create intentional journeys that reconnect people to their own rhythm and values. Her signature method, Luontopolku Back to Your Senses®, combines mindful walking, reflective questions, and nature immersion to guide participants toward clarity and inner balance.
Her Finnish Happiness Camp wellbeing concept is currently hosted in two distinct environments: Blueberry Villa on Lake Saimaa and Riekko Lodge in Ylläs, Lapland. The programs are designed for FIT travelers and small groups seeking calm summer and autumn landscapes away from crowds.
What differentiates her offering is the integration element. The journey does not end when guests return home. Post-travel integration coaching helps participants process insights and carry change into everyday life.
This is not mass tourism. It is small-scale, reflective, regeneration-oriented travel.
And that is precisely why testing it in a structured B2B setting mattered.
Would buyers understand it?
Would it translate commercially?
Would it scale?
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From vision to market language
Before NORDEUROPA 2026, Mirka worked closely on refining her presentation. Three clear product formats were developed, including 2-day and 4-day Finnish Happiness Camps at different locations. Her pitch was structured around a simple but essential framework: what she offers, for whom, and how collaboration works.
“I am used to representing regions in executive roles,” she explains. “Participating as a solo entrepreneur with my own concept was new. It was exciting, but also required clarity.”
That clarity proved decisive.
Focused conversations, real demand
The structured meeting format allowed Mirka to engage in calm, focused conversations from her home base.
“I focus on being fully present in each meeting.”
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“I focus on being fully present in each meeting,” she says. “Listening carefully, sharing my story, and exploring whether we might continue the conversation.”
The results were tangible. One conversation centered around regeneration and how meaningful travel can create a win-win-win for travelers, service providers, and destinations. Another exchange connected her with a fellow entrepreneur building a similarly transformative travel concept.
These were not transactional meetings. They were alignment checks. And alignment is market signal.
The format advantage
Having previously attended in-person trade events in executive roles, Mirka was positively surprised by the online structure. The format allowed her to:
- Conduct high-quality conversations without travel time
- Maintain focus across back-to-back meetings
- Engage with buyers from multiple European regions in an efficient timeframe
For emerging businesses, this matters. Investment of time and budget must be strategic. The ability to test a concept internationally without leaving home lowers the barrier to entry significantly. In Mirka’s case, it enabled maximum exposure with controlled effort.
Expanding horizons: new markets, broader vision
One of the most valuable outcomes was not immediate bookings, but expanded perspective. Initially, Mirka focused primarily on English-speaking Western markets within Finland. Through the event, she connected with operators targeting Middle Eastern and Asian travelers as well.
This shifted her thinking. Her calming, reflective concepts may resonate far beyond her initial assumptions. It also confirmed scalability. When a tour operator requested an 8-day version of her program, it signaled that depth, not just short escapes, has market demand.
Her long-term ambition is clear: “To make meaningful, small-scale travel the new luxury.” The structured buyer meetings did not dilute her niche. They strengthened it.
Partnership as value creation
Beyond product sales, Mirka sees strong potential in strategic collaborations with destinations and hospitality partners.
“Every location has its own story and history that can be woven into the guest experience,” she explains. “Travelers remember the people who slow them down and show them something meaningful — a place, a taste, or a small ritual to take home.”
Her approach aligns closely with destinations seeking to deepen guest engagement rather than increase volume. That alignment became clearer through structured dialogue.
Advice to other newcomers
For small or starting tourism businesses considering participation, Mirka's advice is direct: “NORDEUROPA helps you clarify your positioning, test your offer, and receive valuable feedback. It’s a high-impact, time-efficient investment.”
Her measurable takeaway?
“80% of meetings led to follow-up discussions.”
For a first-time solo entrepreneur entering the international B2B arena, that is not just a positive experience. It is proof of concept.
Next steps
Mirka is now in discussions with multiple potential partners and is developing concepts for emerging markets. Autumn collaborations are already on the horizon. The journey continues. And like the experiences she designs, it does not end when the event is over.
For emerging brands, niche concepts, and innovation-driven suppliers wondering whether structured B2B meetings can truly accelerate growth, Mirka’s experience offers a clear signal.
Clarity grows when ideas are tested. Validation happens in conversation.