Part of the project, we set to develop various pilots. One of them was exploration of business opportunities in rural areas in Finland. We encouraged group of students to evaluate the situation.
When a group of TAMK’s international students set off for Ikaalinen on a cold March morning, none of them really knew what to expect. The small Finnish town is mostly known for its spa resort and peaceful lakeside scenery. At first, it did not seem like the kind of place where business ideas would suddenly come alive, but over the next two days, the students got a chance to discover that Ikaalinen had much more to offer than they had imagined.
Their first stop was Ikaalinen Spa & Resort. Where they were guided through the wellness complex. The students explored everything from Himalayan salt saunas and tropical-themed spa areas to family play zones which are filled with children during peak holiday seasons. One thing grabbed their attention, only around 5% of visitors came from international or immigrant communities living in Finland. This felt like an opportunity. Students noticed that most of the resort’s marketing was only in Finnish, with very little communication aimed at international audiences. Standing inside the busy spa, they began imagining how many international students, immigrants, and tourists might enjoy the place if they simply knew it existed. Even this team won’t be taking on this opportunity, information spread and another student team is developing project with the spa to fill this gap.
The next day brought a completely different perspective. The students visited Ikaalisten Matkatoimisto – travel agency that had operated in a travel business for over 35 years. They learned about difficulties due the pandemic. Customer numbers had dropped dramatically. What impressed the students most, however, was not the struggle itself, but the way the company adapted. Instead of trying to compete in impossible markets, the agency changed focus to ice hockey championships, athletics events, opera festivals, and themed ferry trips that combined transportation, entertainment, and accommodation into one experience. Businesses must be willing to rethink their approach when circumstances change.
Other visits brought attention to the location and Lake Kyrösjärvi and idea that smaller places in Finland have often rich local craftsmanship, nature, and community life which feels genuine and is often a bit missing in the bigger cities. Similarly, students saw Ikaalinen a little bit like a “hidden gem”. It’s a promising town with strong potential in tourism, culture, wellness, and creative industries. These are already somewhat manifested through events like philosophy or sauna festival among others. However, these are not on radar of average foreign citizen of Finland. This is where much of the opportunities are and not only as a place to visit, but also as a place to stay. Ikaalinen is located relatively close to Tampere, yet makes becoming a house owner more reachable especially for these coming from different cultures who would like to live as a bigger family or community.
Work place remains the question. There has been a strong desire to build a summer time business, coming from some of the visiting students. Asian restaurant, possibly open on the weekends or during major events in the area, to really test the possibilities in the real setting. The idea didn’t move forward – and that, too, is a result worth recording. Rural areas like Ikaalinen hold genuine potential, but turning potential into action requires more than enthusiasm. It needs trust, shared risk, and a local environment ready to experiment. Building that readiness is exactly what projects like Kylät yli kuntarajojen are for. The students left without a signed lease, but with a clearer picture of where the real work begins.
Written by:
Kamil Wojcik, project worker
