Ida-Viru County Seeks Tourism Rebrand Away from Soviet 'Ghost Town' Image

Ida-Viru County, located on Estonia's eastern border, is seeking to rebrand its tourism image away from Soviet nostalgia. Tour guide Priit Orav, who has worked in the region for 25 years, believes it is time to move on from the Soviet-era 'ghost town' narrative that has long defined the area.

The former mining settlement of Viivikonna, famously known as a ghost town, has attracted tourists and filmmakers worldwide. However, Orav notes that most large buildings have been demolished, and only smaller residential houses remain, now inhabited again. Residents are tired of the attention and hope Viivikonna can become a quiet, attractive settlement with well-kept gardens.

Other attractions in the region include Sillamäe with its Stalinist architecture, Narva-Jõesuu beach, the Aidu quarry with a water sports center, Kiviõli ash hills featuring a motocross track and skiing slopes, and the Kohtla-Nõmme underground mine. Orav emphasizes these sites are unique within Estonia.

Ultimately, the county's greatest asset is its natural beauty—rivers, lakes, sea, forests, bogs, and wetlands—offering diverse outdoor activities. This shift toward nature-based tourism could redefine Ida-Viru County as a destination beyond its Soviet past.