The main objective of the project is to integrate the Via Karelia route into the European cultural route by strengthening and developing tourism services in the region. A project related to cultural and food tourism, nature and sustainable use of nature develops the business and personnel skills of companies and promotes entrepreneurship. The main themes of the project are cultural creativity and diversity, food, Karelianism and proximity to the eastern border. The development of tourism products takes advantage of Finland’s history and present. The main target group is tourism companies located in North and South Karelia and other operators in the tourism, cultural and creative sectors. In addition, 2 to 3 new start-ups for tourism-related business activities will be sought. The indirect target group is Via Karelia’s current and new potential tourists from Finland and abroad, media representatives and distribution channels, other tourism developers, research and educational institutions, projects and networks. The implementation of the project takes into account needs and customer orientation. The project supports the major cooperation measures of Visit Finland and Lakeland by developing companies’ customer service expertise and new product packages. Targets at destination level will be strengthened in cooperation with regional organisations.The project measures will be implemented in the form of work packages. The actions of the project will focus on encouraging and motivating elements that will help to commit to a common objective. Co-produced content and materials strengthen the network-based approach and increase the tourist attractiveness and visibility of the Via Karelia route environment. — Work package 1: Strengthening the product know-how and earnings model of SMEs. The work package designs and develops food and cultural tourism products and strengthens business know-how.- Work Package 2: Internationalisation, communication and marketing. The first part of the work package develops knowledge of different cultures, quality of service and sustainable development of the company. In addition, the work package develops the presence and marketing capabilities of companies and staff. The second part of the work package includes promotion opportunities for foreign tour operators and benchmarking trips taking place during the project. The aim of the trips is to familiarise yourself with good practices, create new contacts and gain product sales experience. The theme of communication is, in particular, responsibility. — Work package 3: Networking. The work package includes measures to create and strengthen networking between businesses and tour operators and to ensure continuity and organisation of activities after the project is completed. The result of the project is to create composite products suitable for international markets, in which the experiential and storytelling of the products is demonstrated with the help of high-quality visual material. In addition, the project will develop route-based service production, pilot new types of tourism services (e.g. virtual products) and packages, and support the start-up of any new business. The project will improve the capacity of entrepreneurs to exploit cultural strengths and to find new partners in the creative sector. In addition, companies will benefit from a network-based approach through training, joint appearances and a common market in a cost-effective manner, thereby improving profitability and contributing to employment. Promotional events, workshops, tour operator meetings and promotions with tour operators in the destination countries will increase the visibility and affordability of both the Via Karelia route and the companies around it. The project will also strengthen the networking of tourism operators in the two provinces and enable the creation of a new marketing and/or sales network. The project’s concrete route proposals to target groups defined by entrepreneurs (home and foreign countries)25 new business-specific or network-specific cultural tourism products2 operators offering new tourism services The effectiveness and results of the project will be monitored through various evaluations and feedback. The implementation and progress of the project’s measures will be monitored, e.g. through evaluations carried out after the workshops, as well as through surveys of participants in trainings and coaching.