A competitive edge for the travel industry is sought through internationalisation and attractive, high-quality products and packages offered in the international market. The strengths of the travel industry can be found in nature.

Nature tourism is at the core of development. This provides opportunities for nature tourism products e.g. in fishing, development of routes, waterway travel, hunting, foraging, hiking etc. Event travel is also strongly featured in the development. Culture and cultural travel products belong in the field of content travel. Sales and marketing emphasise digitalisation and embrace all the new tools and opportunities it brings.

Development requires resources, visibility, new talent, international marketing practices, cultural knowledge and a vision of what is needed to achieve true internationalisation. As a result, inter-county collaboration is developed under the brand Suomi Lakeland.