Smart Growth for International Tourism (SmartGIT)

The vision of the Smart Growth for International ​​Tourism (SmartGIT) group project is to develop the digital transformability of the ​tourism destination and to create smart, resource-efficient, and globally ​​competitive platforms.

Common goals of the project

1. Development of the Visit Northern Finland B2B marketplace: Building an AI-enabled digital platform that brings together the region’s tourism products and offers them to international tour operators in a demand-driven way.
2. Development of international B2B networking opportunities, and cooperation with tour operators and media.
3. “Tourism Innovation Lab” destination-level development: Tourism sector development measures based on up-to-date data and tourism trends. Development of destination-level sustainability in comparison with international criteria.
4. Data-driven sustainable and smart tourism destination: Creation of AI-assisted, automated, and predictive trend analysis to support the development of the tourism sector. The analysis tool identifies and analyzes various data sources and produces analyzed and visualized information that can be utilized at both destination and company levels.
5. Application of the AI-HI method, i.e. digital AI-enabled analysis based on quantitative and qualitative data, to influence tourist behavior: A digital communication model that guides tourists toward responsible and season-balancing choices by combining AI-based recommendations with behavioral science insights.
6. Workshops and implementation support: Workshops in which regional stakeholders receive information on how to sustainably utilize destination-level tools, AI, and responsibility communication as part of their own services.
Goals 1, 5, and 6 fall entirely under the responsibility of Oulun Matkailu Oy’s ​​work packages.

Aiming for Sustainable and Smart Digital Transformation to Strengthen the International Competitiveness of Oulu’s Tourism

The aim of the project is to sustainably, permanently, and innovatively develop the destination’s data-driven digital transformation, B2B purchasability, digital visibility, AI-enabled expertise, and the international competitiveness of tourism companies in the destination. The project strengthens the Oulu region’s position in the growth of international tourism and develops resource-efficient operating models in cooperation with various industry stakeholders. As a result of the project, tourism companies will gain an understanding of global smart and data-driven tourism trends, the requirements of internationalization, and modern AI tools. Companies will be able to utilize data to develop their operations sustainably and on a long-term basis.

Project information

Project duration: 1 December 2025 – 30 June 2028

Total project budget: €664,315

Oulun Matkailu Oy budget: €330,535 (80% ERDF funding)

Funder: Pohjois-Pohjanmaan liitto

Group project partners: City of Oulu, Oulun Matkailu Oy

Project Manager (Oulun Matkailu Oy):

Andreas Sermet

andreas@visitoulu.fi

p. +358 40 557 8860