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by Anja on May 28, 2026 9:30:47 AM
How Ruka-Kuusamo built a long-term partnership with German tour operator Erlebe
In tourism, success stories often begin long before a product ever appears online. Sometimes they start with a workshop. Sometimes with a trade fair meeting. Sometimes simply with a conversation over coffee during a sales visit. And sometimes, they take time.
A very good example comes from the North of Finland. Around 1.5 years after a sales visit with suppliers from Ruka-Kuusamo to the German tour operator Erlebe in Krefeld, two new winter products from Ruka finally went live on the company’s website.
For many suppliers, this may sound like a long process. But according to Stefanie Krämer from Erlebe, this is often exactly how sustainable tourism partnerships develop in the German-speaking market.
Building products that actually fit the market
Erlebe specializes in tailor-made travel experiences for individual travelers across more than 70 countries. For the Scandinavian winter, the company focuses strongly on flexible experiences with cabins, local activities and individually customizable itineraries. That means new products need to fit not only the destination, but also the expectations of Erlebe’s target group.
“We want customers to really experience Finland,” Stefanie explained during the interview. “Nature, cabins, sauna, but still with good accessibility.”
For Erlebe, destinations need to offer more than beautiful scenery. Accessibility, infrastructure, logistics and flexibility all play a role in product development. This became especially relevant as the company started looking beyond traditional hotspots like Rovaniemi. “We want alternatives that are still easy to reach for customers,” Stefanie said, describing how rising prices and growing visitor numbers in Rovaniemi have increased interest in quieter destinations like Ruka-Kuusamo.
What tour operators really need from suppliers
One important lesson from the cooperation is that suppliers do not necessarily need longer presentations or more complicated materials. In fact, clarity often matters more. According to Stefanie, some of the most valuable things suppliers can provide are:
- clear pricing
- flexible operating days
- short and practical product descriptions
- availability information
- accommodation capacity
- realistic logistics for international guests
What matters most is understanding what makes the experience different. In Ruka’s case, experiences like reindeer yoga, family-friendly reindeer feeding and the Winter Village concept helped the destination stand out from Lapland products.
Tourism is still built on personal relationships
The story behind the Ruka products also shows how important personal contact remains in tourism B2B sales. The cooperation did not happen after a single meeting. It developed over time through workshops, online events, sales visits and later another encounter at ITB Berlin.
At ITB, Stefanie unexpectedly met Simo from Lammintupa again.
It is a good reminder that tourism partnerships are rarely built through one email or one presentation alone. Familiarity, trust and repeated contact still matter enormously, especially in the DACH market.
Trends are changing and products evolve with them
Another interesting insight from the interview was how customer preferences continue to shape product development.
According to Stefanie, more travelers are now looking for:
- private cabins instead of hotels
- quieter locations
- nature-focused experiences
- sauna and local atmosphere
- flexibility and individuality
- self-drive winter holidays
As demand changes, products evolve with it. For suppliers, this means that successful cooperation is not only about having a good product today. It is also about adapting to how travelers want to experience the Nordics in the future.
Long-term cooperation creates stronger results
For many suppliers, sales workshops and networking events can sometimes feel difficult to measure immediately. But the Ruka-Kuusamo example shows why these activities still matter.
A meeting can lead to a conversation. A conversation can lead to trust. Trust can lead to product development. And eventually, sometimes much later, a destination becomes part of a tour operator’s portfolio. That process may take time, but it often creates stronger and more sustainable partnerships in the long run. And perhaps the nicest proof of all came at the very end of the interview.
Not every success story starts with immediate sales. Sometimes it starts with someone simply wanting to come back.