What Is Via Hanseatica All About?

Autumn – winter 2012

"If you want to be incrementally better: Be competitive. If you want to be exponentially better: Be cooperative." (Unknown source)

Cooperation is the process of working or acting together. In some more words cooperation is the process where individual actors work together to create a more complex, greater-than-the-sum-of-its- parts results. Estonian, Latvian and Russian regions connected to Via Hanseatica are rich in all tourism resources. Our sum-of–what-we-have is already high. However we want to create something greater, to be exponentially better, so what do we do? We cooperate! Take a look and join us. Photo: Private collection Sille Talvet Manager of project "Via Hanseatica"

What is Via Hanseatica all about?

Via Hanseatica – it means history, knowledge, areas. Understanding the situation, one of the "Via culture, good food, atmosphere, friendly people and Hanseatica" challenges is to facilitate Estonian, many other things that make your trip special and Latvian and Russian sustainable development of unforgettable. These words are the best description of remote areas by full use of Via Hanseatica cross- Via Hanseatica tourism route. However, they are not border tourism route potential. just feelings and emotions; it is also a tourism route So far, the tourism potential of the route has not been that connects several countries and cities – fully exploited. Therefore, in the coming years, St. Petersburg, Narva/Ivangorod, Tartu, Valga/ experts and specialists will develop tourism packages Valka, Valmiera, Sigulda and Riga. Tourism route for variety of audiences. This will strengthen includes region's cultural and natural objects in all cooperation between tourism operators, service three countries, highlighting the uniqueness of each providers and stakeholders, as well as create tourism country, thus creating particularly attractive tourism destination attractiveness. There is very limited destination. amount of joint tourism product development and Project"" Via Hanseatica marketing actions taking place on Via Hanseatica A large part of territory of Latvia, Estonia and Russia route, because the key players are scattered along the are remote areas. We have heard lots of information route and do not have the capacity to plan and carry about job losses and decreased population in rural out larger joint activities. Ø

Sangaste castle, Estonia Photo: Jurijs Simonovs

This document has been produced with the financial assistance of the Estonia – Latvia – Russia Cross Border Cooperation Programme within European Neighbourhood and Partnership Instrument 2007-2013. The contents of this document are the sole responsibility of the Vidzeme Planning Region and can under no circumstances be regarded as reflecting the position of the Programme, Programme participating countries, alongside with the European Union. Ø Via Hanseatica product and network development In the middle of April with a kickoff event, which number of partners is 18. The total budget of the brought together representatives of all three project is 1 803 966 Euro; 90% of this amount are countries of the project partners and representatives financed by Estonia– Latvia Russia Cross Border As part of VH development we create Via Hanseatica of various institutions, we have started implemen- Cooperation Programme within European Neigh- stakeholders network and train them on Via Hanse- tation of"" Via Hanseatica project. During the bourhood and Partnership Instrument. atica concept, tourism product development, event following years, the main ambition is to gain higher planning, packaging, service design, innovation in Project partners in action tourism services, positive extra sale, creation of level of recognition of"" Via Hanseatica as a tourism Photo: Anita Savoņi-Vaido destination and secure productive income source of experiences, communication, social media and regions. All this will be done in cooperation of 45 internet, making tourism brochures, interactivity and organizations from Estonia, Latvia and Russia. animation in guidance, programming and creation of guide shows etc. Successful implementation of the project can happen joining everybody' s efforts and workforce therefore Together with help of foreign experts we will compile during kickoff event were carried out three work- VH packages and tours, update VH brand, get together tourism entrepreneurs and tour operators shops in order to find out partners opinion about Via Photo: Private collection Hanseatica package development and training from 3 countries, work out modal for future activities activities, as well as about Via Hanseatica pro- Sille Roomets of VH network. motional materials. Coordinator of product development and packaging This is the way how Via Hanseatica as a transport corridor becomes Via Hanseatica as an inspiring Project manager Sille Talvet:" Being with all these We are dreaming about Via Hanseatica as exciting, tourism route of Hanseatic cities full of historical people who are so ready to build up Via Hanseatica I attractive, integrated, high-quality, well-known and objects and legends, beautiful and pure nature, believe that Via Hanseatica can have a success story recognised tourism product. To make our dream different cultures and traditions, interesting acti- of the Skype. Meaning good quality product with come true we evaluate our opportunities and service vities, lots of unforgettable tastes and smells, friendly excellent brand and used by everybody". providers, train and develop them and learn from and helpful people. You are all very welcome to try The project implementation period is from January them, involve partners and qualified experts with the new Via Hanseatica product in 2014. 2012 till December 2014. The project lead partner is Via Hanseatica partners in St.Petersburg practical experiences from Estonia, Latvia, Russia the Vidzeme Planning Region (Latvia). The total Photo: Olga Yakimenko and even further if needed to work out the Via Hanseatica product.

To see and feel Via Hanseatica!

Over the next two and a half years the project team wants to increase awareness of "Via Hanseatica" as a tourism destination and show that outside major Improving Via Hanseatica objects and their accessibility cities and tourist attractions in Latvia, Estonia and Russia, remote areas also have many interesting and exciting tourisms objects and sites. We will invite you Attractiveness and accessibility must be taken as To enable out visitors to recognize Via Hanseatcia to feel, to experience and see Via Hanseatica through seriously as service quality when creating tourism objects there will be installed Via Hanseatica road video clips, audio and travel guide. Video clips will routes and packages. From 2012 till 2014 partners of and object signs, road-maps and interactive show the magic of tourism destination, as well as Via Hanseatica project are improving attractiveness information boards along the route. All this will help natural and recreational diversity. They will dangle to and accessibility of 12 existing tourism objects by our visitors to plan their visit and easily find spend a peaceful holiday and to feel part of Northern making small infrastructure improvements in these interesting places when travelling in our region. Europe and Russia. An audio guide and a travel guide objects. But since the route needs also new Keep your eyes open! will educate tourists about the route. In addition, Via attractions, we are preparing preliminary concept documentation to start investments in 11 objects, Sille Talvet Hanseatica tourism route and product will be Project Coordinator introduced in various tourism fairs in Germany, which will eventually give our visitors a Hanseatic Sweden and Russia and with the help of our court in Ivangorod Fortress, a mystical forest-park newsletter. near Gatchina, an exhibition of mummies in Hargla chapel and many other interesting new places to visit. Anita Savoņi-Vaido Activity Package 2 Coordinator Road sign of"" Via Hanseatica object

Photo: Private collection

2 3 The pub with the highest ceiling– Tartu püssirohukelder (Gunpowder cellar) Please get acquainted with Via Hanseatica BEST and MOST objects. These are must-sees in our route. t trip! Restaurant Püssirohukelder, which was used as a Have a pleasant gunpowder cellar until 1809, can be found right on Best postal service in Via Hanseatica the slope of Tartu Toomemägi. The high ceiling is the most unique feature of Tartu Püssirohukelder. It was built in 1767 in the moat that separated the Episcopal The country's first museum of a fictitious character – Castle from the front stronghold. The cellar was built the House of the Station Master – was opened in 1972 using the bricks from the ruins of the medieval in the survived buildings of the Post office. Maarja (St. Mary' s) Church and the walls of the Among the roads there is a special place of the Bela- Episcopal Castle. Püssirohukelder has also belonged rusian path with a Vyrskaya post office. According to to University of Tartu that started using the cellar in archive documents and Alexander Pushkin's novel 1896 to study earthquakes and magnetic phenomena. "The Station Master" the museum recreated the http://www.pyss.ee Tartu püssirohukelder (Gunpowder cellar), Estonia atmosphere of the postal road life in the nineteenth Photo: Püssirohukelder century. In the cobblestone courtyard one can find a complex of restored buildings and at the station entrance there is the Chapel of Saints Cosma and Demian. Via Hanseatica' s own Switzerland http://history-gatchina.ru/estate/stmaster/ Map with objects Rozhdestveno Memorial Estate, Rozhdestveno Memorial Estate is a museum and Russia Photo: Administration of park in the village Siverskaya. Rozhdestveno comme- The most untouched nature area on VH route – Gatchina District morates the most famous owner of the estate; paradise for birds and birdwatchers Vladimir Nabokov. Estate is situated on the high bank of the river soared among linden trees and oaks. The Seda Bog Nature Reserve is one of the biggest Area has been given name of "Little Switzerland" due bogs in Latvia (7240ha). It is located next to a unique to the scenery hilly banks of local streams and river cultural heritage site – Seda Town. The Seda bog is an covered with rich vegetation and the peculiar excellent bird conservation area that is favored as microclimate. Picturesque caves of the red-colored nesting, foraging and resting grounds for more than sand cliffs with springing water are hidden deep 140 species of aquatic birds. Besides birds one can behind the park. see there floodplains, old forest areas and sections of unchanged raised bogs. It all can be experienced during the 12 km nature trail into the bog. House of House of the Station Master Museum, Russia Photo: Administration of Gatchina District Nature reserve "Seda bog" , Latvia Photo: Jānis Ence

The deepest underground museum– Kohtla Mining Park Museum Most energetic Hill on VH route–" Zilaiskalns" The deepest underground museum is Kohtla Mining Always dressed in a blue mist coat and twined in tales Park Museum in Ida-Viru County. During the guided and stories at Kocēnu district, rises Zilaiskalns. tour, visitors become miners as they put on helmets Raising 126.7 meters above sea level it is an ancient and miner lights. They are offered a unique chance to cult site. At the ancient times there has been a sacred walk in the footsteps of real miners, experience their grove and a tomb for heroes, where, as legend says, daily work in moist and dusky conditions, visit the Imants, a famous Latvian hero has been buried. In explosives storage, travel on a real underground Zilaiskalns, five fire underground streams have their train, get the view of various technical equipment crossing. At the intersection, 14 energy and 1 fire and mining technology. In addition to that, visitors circles have been created and a center where is the can order a delicious miner' s lunch and enjoy it in the highest energy flow has been marked. In the cult site underground miner canteen. it is possible to get energy, heal yourself and organize http://kaevanduspark.ee your thoughts. Hill"" Zilaiskalns , Latvia Photo: Koceni municipality Kohtla mining park, Estonia Photo: Kohlta mining park museum

4 5 Via Hanseatica is as good as the quality of objects, attractions and services we offer. Often small changes are needed to create big difference. Via Hanseatica developers will make small improvements to 12 objects with the Via Hanseatica partnership help of the Via Hanseatica project. Already on 8 objects works have been finished and visitors can enjoy better services. Via Hanseatica partnership can be described with words such as: colorful, professional, cross-sector, cross-border and joyful. C ēsis Exhibition Hall S eda Culture House From Estonia there is a large number of different Thanks to the project "Via Hanseatica", the window A newly built square at the Seda Culture House is a organizations involved in Via Hanseatica– regional and door restoration of the Cēsis Exhibition House place for tourists to rest, have a picnic and decide on authorities, municipalities and foundations: Founda- has been completed as the final stage of the Cēsis further visit in Seda Town. This exclusive town is tion Valga County Development Agency, Foundation Exhibition Hall renovation to ensure adequate supply worth visiting! Seda was established as a village for Tartu County Tourism, Foundation Jõgeva County of art and music for Cēsis culture tourists. Now they workers of peat extraction factory during 1950s and Development and Enterprise Centre, Ida-Viru can enjoy wholesome cultural life and it is reason to 60s. The central part of the one of the Latvia's biggest Enterprise Centre, Palupera municipality, Founda- visit Cēsis events often. This makes the Cēsis bogs is still intensively used for peat extraction. The tion Luke manor, Jõgeva municipality, Saare muni- Exhibition House as a very attractive tourism object. glory of Seda is its Culture House built in 1959 with 4 cipality and Avinurme municipality. Also there are massive columns and decorative design that reflects many associated partners – four county governments the so-called Stalinist architecture style. (Valga, Tartu, Jõgeva, Ida-Viru), two associations of local municipalities (Valga, Tartu), six local muni- V alka Museum cipalities (Helme, Hummuli, Otepää, Nõo, Pala, The parking place at the Valka Local Historical Mäetaguse, Sillamäe) and EELC Hargla Congre- aiuse Castle Museum– the reconstruction of the driveway from L gation. Cimzes Street to the museum and a parking lot in There has always been some kind of folk events in front of the museum was finished to increase the Laiuse stronghold. To carry out events in a better accessibility and attractiveness of this important local way, an outdoor stage was constructed and was VH object. The museum presents attractive materials already approved by local folk groups. Just look at the of Valka region and town history and organizes photo how happy they are now! Via Hanseatica Russian partnership is com- various celebrations that can now be offered in better Laiuse Castle, Estonia bined of regional and municipal authorities quality. Photo:Jogeva municipality related with culture, sports, tourism and economics. The Committee for Culture of the Leningrad Region and the International Centre for Social and Economic Research – Leontief Centre are among the official tairs in Valmiera S partners. But also associated partners such as the In order to improve overall life quality and visitors Committee for Physical Culture, Sports and Tourism experience when visiting a park near by the Mill lake, of the Leningrad Region, the Administration of the the reconstruction work of the old stairs was done. Ivangorod City municipality of the Kingisepp region, The stairs were completely rebuilt, stair railings were the Committee for Culture, Sport and Youth Policy of replaced and the area next to the stairs fully cleaned. the Kingisepp municipality, the Administration of the All this was possible thanks to the project" Via L uke manor Gatchina municipality of the Leningrad Region play Hanseatica" . In the picture you can see how great it Renovation of the manor has been taken already important role in development of Via Hanseatica in looks! some years. Within the project floors of Luke manor Russia. estate manager house were reconstructed. Today one can even dance on the floors! The manor is still waiting for the furnishing but all romantic guests are Project partnership of Latvian partners consists welcomed. of five municipalities– Kocēni, Valka, Strenči, Sigulda and Valmiera, one regional authority ""Vidzeme Planning Region and a municipal agency H ellenurme and Lustimäe ""Cēsis Culture and Tourism agency . Also there are recreational areas two associated partners involved in project activities– the Riga Planning Region and the Vidzeme Development of recreational areas is very important Tourism Association. for Palupera municipality. Within the project dressing cabins, dry closet, sheds, waste bins, grilling Reconstructed stairs in Valmiera places and swings were installed and infrastructure in The whole project and partnership is coordinated by LLC Gravitas Consult, an Estonian consultancy company Photo: Valmiera city council Lustimäe has been renovated. providing also expert services in tourism development and in coordination of large international undertakings.

6 7 Main Via Hanseatica development activities in nearest future

22 – 24 October, 2012 – Working group meeting St. Petersburg, Russia 22 October, 2012 – Steering Committee meeting, St. Petersburg, Russia November 2012 – November 2013 – Via Hanseatica service provider trainings in Latvia, Estonia and Russia November 2012 – October 2013 – elaboration of Via Hanseatica tourism product packages April 2013 – Thematic and contact making seminars for tourism professionals, Russia

Extra professional and political support for development of Via Hanseatica

For bringing Via Hanseatica development aspects and needs to political and decision-making level and increasing Via Hanseatica representation on a higher level, Via Hanseatcia partnership has established a Steering Committee consisting of high-level VH region stakeholders. wLaila Gercāne, Head of Development and Project Department, Vidzeme Planning Region wVladimir Bogush, Chairman of the Committee for Culture of Leningrad oblast Deputy: Tatjana Balt, Head of Department for Government Support for Culture, Art and Folklore, Committee for Culture wLeonid Limonov, Director General of the "Leontief Centre" Deputy: Elena Belova, Secretary General of the "Leontief Centre" wTarmo Mutso, Head of the Estonian Tourism Board Deputy: Monica Hankov, Product Development Director, ETB wHelena Hinto, Representative of the Ministry of Economic Affairs and Communication wArmands Slokenbergs, Director of the Latvian Tourism Development Agency wJānis Olmanis, Chairman of the Kocēni Municipality Council Project Coordinator and Activity Package Coordinators are also members of the Steering Committee.

For every-day management and communication of Via Hanseatica development activities partners have established a managing body – Working Group: Project Coordinator Coordinator of activity package Sille Talvet "Investment preparation and purchases" and E-mail: [email protected] Russian Country Coordinator Vidzeme Planning Region/Gravitas consult LLC Elena Belova http://www.gravitas.ee E-mail: [email protected] T.: +372 5109278 NCO "International Centre for Social and Economic Research "Leontief Centre"" Coordinator of activity package "Information and http://leontief-centre.ru visibility" T.: +7 9219322905 Anita Savoņi-Vaido E-mail: [email protected] Latvian Country Coordinator Vidzeme Planning Region Dagnija Ūdre http://www.vidzeme.lv E-mail: [email protected] T.: +371 26621391 Vidzeme Planning Region http://www.vidzeme.lv Coordinator of activity package T.: +371 29219477 "Package development and networking" and Estonian Country Coordinator Sille Roomets E-mail: [email protected] Valga County Development Agency http://www.arenguagentuur.ee Looking forward to hearing T.: +372 53090842 and seeing you!