Why Estonia is Europe’s next big luxury destination

To highlight the variety of luxury products across Estonia, the new Luxest trade programme collates luxury and boutique accommodation, activities and places to eat, with direct links to suppliers. It’s been created as a tool to help UK agents and operators create itineraries across Estonia, and focuses on the country’s top hotels and renovated manor house properties, including rural havens, quirky rustic retreats and modern properties with impressive spas and saunas. 

Luxest also highlights premium leisure opportunities and Michelin-starred restaurants. First recognised by Michelin in 2022, this year 34 Estonian establishments are featured in the 2023 Michelin Guide. 

Foodie themes are also explored in the Luxest ‘Do’ section about activities, where the Food Studio offers 12-50 participants the opportunity to prepare their meal before consuming the results in the private dining space above. Fishing, golf and horse riding options are also featured.

Andy Fairburn, director of Nordic Travel Solutions, the trade representative arm of Visit Estonia in the UK, said: “Luxest aims to curate for the UK travel trade some of the best luxury and boutique experiences that visitors can enjoy in the cities and unspoiled countryside of Estonia, with places to eat, sleep and play.  

“Estonia is a country with a strong sense of purpose, imagination and national pride and the advances made in their luxury offerings deserve greater recognition. Luxest aims to make it easy for UK travel agents and tour operators to source some of the best suppliers in Estonia to create outstanding opportunities to meet the requirements of the most discerning travellers.” 

Travel Counsellors personal travel advisor Caroline Linton said: “The Luxest programme sounds like a good way to focus on the premium experiences Estonia offers. For agents, having a directory of luxury suppliers to hand will help when creating itineraries for clients looking for high quality stays.”

Access the site at nordictravelsolutions.com/luxest and find UK tour operators at nordictravelsolutions.com/ukoperators.