On October 13, Virumaa's tourism makers will step into the limelight in a completely new and extraordinary place - this year's Virumaa Tourism Conference will take place in the IDA Hub Film Campus located in Jõhvi Business Park.
The cinematic venue also gives content and direction to the conference. We focus on stories that spark interest, give meaning to places and make people travel.
How to find the most attractive stories in Virumaa? How to tell them in such a way that they help make both the company and the entire destination more visible? What people, flavors and places could bring Virumaa into the limelight more than before? And what would it take for one day the TV series "My Year in Virumaa" to be born?
The main speaker of the conference is TV producer and presenter Tuuli Roosma, who has filmed life and people in many different places around the world.
During the day:
let's get acquainted with the newly completed "five stories of Ida-Viru" and find out how tourism operators can use them;
we will hear the development story of the local company "Karukella";
we get an overview of the support and development opportunities offered by EIS;
we talk about local food, food stories and their impact on the visitor experience;
we discuss in a panel why local people and their stories are invaluable to a destination;
during the breaks we get to know the tastes, products, services and experiences of Virumaa.
The whole day and the panel discussion will be moderated by Marko Pomerants.
The day ends with a tour of the new film campus, where we get to know Estonia's first multifunctional film industry complex and peek into places that ordinary visitors often don't have a chance to visit.
13 October 2026
IDA Hub Filminlanka, Jõhvi Business Park
Participation fee: 25 euros (early riser), from 1 October 35 euros
Tickets: https://fienta.com/et/virumaa-turismikoverents-2026
The participation fee includes the conference program, coffee breaks, lunch and a tour of the film campus.
The program is being updated - we introduce new speakers and topics on a regular basis in the Facebook event right here.
Come get inspiration, meet other tourism makers in Virumaa and help create stories that bring Virumaa into the limelight!
Light! Camera! Virumaa!
The conference is organized by DMO of Virumaa
co-financed by the Enterprise and Innovation Foundation
Additional information: maie.urbas@virol.ee