Mikkeli’s development company Miksei and Saimaa Geopark ry are looking for a project for the development of nature and cultural tourism in Saimaa (GeoNaCu Saimaa), which is also strongly associated with the project being applied for separately by the City of Savonlinna and Metsähallitus in May 2020. The common goal of the development projects is to open up Saimaa’s natural and cultural values to both domestic and foreign tourists. The project measures promote sustainable and responsible tourism in Saimaa and strengthen the identity of local residents. The common objectives of both projects are •Building joint communication themes on the basis of nature, geology and cultural values in Saimaa •Using common Saimaa themes and responsible nature tourism messages in customer communications •Profiling visitors in targeting communication and productisation •Building/producing sustainable nature tourism products by entrepreneurs •Improving the attractiveness of Saimaa (and its places of visit)Projects produce content and tools to achieve the common objectives described above, but the whole entity appears to the customer as a whole of Saimaa nature and cultural tourism based on sustainable and responsible activities. The GeoNaCu Saimaa — Anttola Nature Centre, the development of the Rock Art Centre of Ristina Astuvallalme and Saimaa Geopark are, according to its name, divided into three different areas, of which Anttola and Astuvallalmi are strongly aimed at developing content and networking of operators. The natural centre planned for Anttola and the areas of Ristina are important for the activities of Saimaa Geopark. There are six geo-, natural or cultural sites in the area and it is also in the interest of geopark to develop the area with the help of several actors. Saimaa Geopark’s role in developing the discovery and content of geo-sites and services in various channels, produces a common operating model for tourists, providing guidance radiators and recreational facilities, while consolidating their position in the area and continuing the development work. The different aspects of the project are mutually supportive and the common goal is a customer-oriented, comprehensive and multi-channelly discoverable package of nature and cultural tourism that attracts local and leisure residents both domestic and international tourists. Short-term impacts include:- Saimaa Geopark, Anttola Nature Centre and Ristina Astuvallalme Rock Art Centre form a customer-oriented, easily accessible, attractive and sustainablely implemented nature and cultural tourism. By redirecting tourists to productised routes and services, we can contribute to preserving biodiversity and reducing the burden on nature as tourists grow. — The area will develop especially as a destination that is appreciated by tourists and residents seeking well-being and calming of nature. The project influences people’s attitudes and mindsets, so that the importance of nature as a source of well-being is understood and nature is preserved in all possible ways — the area is naturally linked to a larger package of nature tourism in Saimaa, which the customer can find at one address — the area’s reputation is improved and the number of tourists grows in an orderly manner from the home country and internationally- Saimaa Geopark receives the UNESCO Global Geopark status (target)- Saimaa’s brand is strengthened by the long-term goal of Saimaa’s cultural area to become the most attractive and well-being destination in Finland. We want to develop the Saimaa area to meet the requirements of an international tourist demanding nature and cultural tourism, making use of existing destinations, routes and services. We want to offer a unique nature experience that changes the traveler’s thinking and values through their own experience and helps to understand in depth the importance of pure and diverse nature as a source of our well-being. The project has been prepared using information from previous and ongoing tourism development projects on potential destination markets and groups (e.g. exploiting the tourist attraction of Astuvallalme rock paintings", Mikkeli Region Cultural Heritage Programme 2013, VisitSaimaa projects 2017-, Mikkeli region hiking trails 2018), tourism trends and available research data (e.g. productisation of natural well-being and health effects (LUOTUO) project 2015-2016). The project aims to ensure that we have the capacity to promote nature tourism in a sustainable way, taking into account environmental, social, economic and cultural sustainability.