Estonia Launches Multi-Million-Euro Tenders to Promote Country Abroad

Estonia's Enterprise and Innovation Agency (EISA) has opened several tenders aimed at boosting the country's visibility in foreign markets. The largest offers up to three million euros to a partner who would spend two years promoting Estonia among tourism wholesalers, tour operators and travel agencies, while also providing communication services.

Alongside this, EISA this week launched a separate one-million-euro tender to find a communications partner for its e-residency program. The chosen partner will need to convince foreign audiences that Estonia offers the world's fastest and most efficient way to establish and run a company within the European Union, while positioning the country as a leader in digital entrepreneurship.

In September, EISA completed a 300,000-euro tender seeking a business marketing service provider for the Japanese and US markets, part of the Beyond Nordics cooperation project in which Estonia, Latvia and two Finnish cities are jointly marketed as a single tourist destination. Applications for that project are still being evaluated.

Measuring results

EISA team lead Agnia Nast explained that the main benchmark is the amount foreign tourists spend in Estonia. In 2025 that figure reached 1.65 billion euros, a 10% increase from the previous year. Including export revenue from passenger transport companies, tourism service exports totaled 2.21 billion euros.

However, Nast stressed these results cannot be attributed directly to any single campaign, since a traveler's decision to visit Estonia depends on many factors — flight and ferry connections, prices, the broader economic situation, and the efforts of tourism businesses themselves. For that reason, the agency also tracks new business contacts and whether cooperation leads to new tourism products and contracts.

The goal of the three-million-euro tender is to find a partner with strong knowledge of local markets who can help Estonia spot new opportunities quickly, such as new flight routes. The tender is funded through EU structural funds, and the four-year contract will cover 15 markets considered to have the greatest potential for attracting tourists to Estonia.