The aim of the project is to strengthen Saimaa’s brand, attractiveness and position as a significant tourist area alongside Lapland and Helsinki, especially in the international markets — while not forgetting domestic tourism. The project will continue the work of previous tourism development projects, shifting the focus from product development to sales promotion, digital distribution channels and sustainable tourism. The work is carried out in close cooperation with goSaimaa, other Lakeland regions, Visit Finland and other domestic and international partners. The Visit Saimaa 2 project seeks solutions to promote tourism in Saimaa by implementing, among other things, the following measures: — Strengthening the Lake Saimaa — Purest Finland brand and the common market in the region (increased awareness)- Promoting the sale of businesses and gathering regional content and marketing- Promoting the digital capacity of companies and deploying digital distribution channels — Promotion of responsible tourism — Development of knowledge- Building and strengthening international cooperation networks in addition to the Domestic Markets, the international target markets of the project include neighbouring markets (Sweden, Russia), Central Europe (DACH, UK), Southern Europe (Italy, Spain) and Asia (China, Japan). Among the themes of the project are Saimaa tours, clean nature and well-being, activities and outdoors, Saimaa cuisine, local experiences and lifestyle, culture and traditions. The customer’s purchasing path will be easier with the introduction of digital solutions and platforms and accessibility will be improved due to new air connections, among other things. As a result of the project, Saimaa’s reputation and attractiveness will increase especially in international markets, tourism revenue will increase by 3-5 % per year and the tourist seasons will be extended. Tourist services in the region can be easily found and purchased through electronic sales channels. As a result of increased sales, companies’ profitability will improve, the number of jobs will increase and the region’s vitality will increase. At the end of the project, Saimaa is known as a pioneer in sustainable tourism and a valued partner among various stakeholders.