| Summary: | This thesis is a qualitative design-based case study, implemented in collaboration with destination management company goSaimaa, in South Karelia. The goal of the study was to create a plan of implementation that utilises virtual technology, storytelling and brand image of Lake Saimaa in order to create an impressive and unique experience for Cental European tourists. This product should create a competitive advantage that would enable the South Karelia region to promote itself and attract new Central European tourists to compensate for the recent decline in the number of foreign tourists. The theoretical part includes current state of tourism in Finland, in South Karelia and the concepts of experience, storytelling, brand and virtual technology. The empirical part consists of five theme interviews with tourism and virtual technology professionals. The plan of the implementation was developed with double diamond design process and the modelling was blue printed with interviewees. Feedback was reviewed and utilised. The final implementation is analysed with SWOT analysis. GoSaimaa may evaluate if this plan will be utilised in near future.
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