Lomalaidun

What Lomalaidun does

Lomalaidun ry is a Finnish registered non-profit association (yhdistys) founded in 1968, headquartered in Helsinki c/o MTK at Simonkatu 6. It operates as the only nationwide association in Finland focused on developing rural tourism as an industry, with a stated mission to develop and maintain living and sustainable Finnish countryside and its cultural heritage. The organization is governed by an elected board chaired by Päivi Rönni (MTK Häme) since November 2025, with day-to-day leadership provided by Executive Director (toiminnanjohtaja) Kimmo Aalto.

The organization's core operating model is project-based: it administers multiple EU-funded and nationally co-financed development projects on behalf of rural tourism entrepreneurs, local food producers, and regional tourism organizations. Active projects include Timanttiset aktiviteetit (nature-based activity development in Southern Finland, 2024–), Salo 360 Matkailuhanke (regional internationalization in Salo, 2025–2027), Gastropajat (food tourism training in five Southern Finland regions), RuoKasvu (food tourism for Finnish food export promotion), and BASCIL (international Interreg Baltic Sea Region project with 15 partners across 8 countries, 2023–2025). Lomalaidun also co-maintains the Matkamaalle.fi rural tourism marketplace platform with Suomen Maaseutumatkailuyrittäjät ry (SMMY), organizes the annual Maistuva maaseutuyritys competition with MTK and Maa- ja kotitalousnaiset, and runs the Matkalla Kasvuun national networking event.

The revenue model comprises two streams: (1) EU and national public funding administered through development projects (European Regional Development Fund, ESF, Interreg Baltic Sea Region, ELY-center co-financing), and (2) recurring membership fees from member organizations. Pricing for services is not applicable as the association does not sell tourism services directly. Lomalaidun is also the largest single shareholder in Oy Lomarengas Ab Ltd, a Finnish cottage rental company with historical roots tracing to the same 1968 founding. The organization has no proprietary technology stack, no API, no mobile application, and no disclosed AI capabilities; its website is built on Sitefactory.

Name

Lomalaidun

Legal name

Lomalaidun ry

Website

https://lomalaidun.fi

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1–10 employees

Short description

Lomalaidun ry is a Finnish nationwide non-profit association founded in 1968 that develops rural tourism as an industry by administering EU-funded development projects and co-maintaining the Matkamaalle.fi marketplace. It serves rural tourism entrepreneurs, local food producers, and regional development organizations across Finland.

Ownership category

akta.pro rank

Product category

Rural Tourism Development Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Rural Livelihoods & Economic Empowerment (BPAGABAA)

akta.pro secondary industries

Tourism Trade & Services Exports Development (BPADAMAO), Remote/Alternative Accommodation Management (Cabins, Tiny Homes, Glamping) (BPAJAIAG), Sustainable & Responsible Incentives (Carbon Management, ESG Reporting) (THAHADAO)

Keywords

• Rural tourism development
• Food tourism development
• Rural tourism association
• Tourism project coordination
• Rural destination marketing

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. EU Project Funding: Lomalaidun ry generates revenue through managing EU-funded development projects such as RuoKasvu, Gastropajat, BASCIL, and Timanttiset aktiviteetit. These projects receive funding from European Regional Development Fund, ESF, Interreg Baltic Sea Region, and national co-financing.
2. Membership Fees: The association is funded by member organizations including Agrologien Liitto, Agronomiliitto, Autoliitto, Pro Agria, MTK ry, Suomen 4H-liitto, and Suomen Maaseutumatkailuyrittäjät ry.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Lomalaidun ry is a national non-profit association (yhdistys) developing rural tourism as an industry in Finland. It coordinates EU-funded development projects (such as Timanttiset aktiviteetit, Gastropajat, RuoKasvu, Salo 360 Matkailuhanke, and BASCIL), provides expertise and training to rural tourism entrepreneurs, manages the Matkamaalle.fi rural tourism marketing platform jointly with SMMY, and represents Finland in Eurogites.

Product overview

Lomalaidun ry is a national association developing rural tourism as an industry. The organization operates as a project-based development body rather than a product company. Its core offering includes the Matkamaalle.fi rural tourism platform (co-maintained with Suomen Maaseutumatkailuyrittäjät ry) for discovering rural tourism services. The portfolio consists of multiple EU-funded development projects including: Timanttiset aktiviteetit (nature-based activity development), Salo 360 Matkailuhanke (regional tourism internationalization), Gastropajat (food tourism training in Southern Finland), RuoKasvu (food tourism for export promotion), and the international BASCIL project (Baltic Sea culinary tourism). The organization also runs the annual Maistuva maaseutuyritys competition and the Matkalla Kasvuun networking event.

Differentiator

Problem solved

Functional benefit

Brands

• Matkamaalle.fi: A rural tourism service and marketing website co-maintained by Lomalaidun ry and Suomen Maaseutumatkailuyrittäjät ry

Products and services

• Matkamaalle.fi A comprehensive rural tourism service and marketing website co-maintained by Lomalaidun ry and SMMY, providing Finnish travelers with access to rural tourism destinations, experiences, and booking information.
• Timanttiset aktiviteetit (Diamond Activities) A development project focusing on nature-based tourism services and digitalization, creating new outdoor activity offerings for rural tourism enterprises across four Southern Finland regions.
• Salo 360 Matkailuhanke A regional tourism development project for Salo focused on internationalization, responsible tourism, digital tools, and business process development for local tourism enterprises.
• Gastropajat (Gastro Workshops) A two-year food tourism development project covering five Southern Finland regions, providing training and materials for responsible food tourism product development, marketing skills, and resilience for rural tourism entrepreneurs.
• RuoKasvu (Food Growth) A national food tourism development project aiming to brand Finnish food through food tourism and test Arctic food marketing arguments on target markets.
• BASCIL (Baltic Sea Culinary Tourism) An international project with 15 partners from 8 Baltic Sea countries developing innovative solutions for rural food producers to diversify into sustainable culinary tourism services.
• Maistuva maaseutuyritys Competition Annual competition organized with Maa- ja kotitalousnaisten and MTK to recognize rural food enterprises that utilize local ingredients, develop experiential services, and strengthen rural vitality.
• Matkalla Kasvuun (On the Path to Growth) Annual national networking event (Kick Off) for rural tourism entrepreneurs and experts focused on growth, sales, and success, featuring inspirational speeches and practical examples.

Quantifiable outcome

• Every fifth rural tourism enterprise targets strong growth - over three times more than other SMEs
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

15 partnerships are on record, tiered core, major, regional and minor.

• Matkamaalle.ficoreGTM or Marketing Partner · 1 January 2014Joint service and marketing platform for rural tourism services, developed by Lomalaidun and maintained together with SMMY.
• MTK (Maa- ja metsätaloustuottajain Keskusliitto)coreStrategic or Co-development Partner · 1 January 1968Long-standing partnership; MTK is the largest member organization and hosts Lomalaidun's office. Jointly coordinates rural tourism development and food tourism initiatives.
• Suomen Maaseutumatkailuyrittäjät ry (SMMY)coreStrategic or Co-development Partner · 1 January 1968Primary industry partner representing rural tourism entrepreneurs. Jointly manages Matkamaalle.fi platform and organizes annual seminars including 50th anniversary seminar in 2026.
• Oy Lomarengas Ab LtdcoreStrategic or Co-development PartnerLomalaidun is the largest shareholder in the cottage rental company. Historical roots as Lomalaidun was the original marketing name for farm stays.
• ProAgria / Etelä-Suomen Maa- ja KotitalousnaisetmajorStrategic or Co-development PartnerCo-implementer in Timanttiset aktiviteetit project. ProAgria provides agricultural expertise and farmer network connections.
• XAMK (Kaakkois-Suomen ammattikorkeakoulu)majorStrategic or Co-development PartnerFinnish project partner in BASCIL international project. Provides research and development expertise in food tourism.
• goSaimaa OymajorStrategic or Co-development PartnerFinnish project partner in BASCIL international project. Focused on Saimaa region food tourism development.
• YrityssaloregionalStrategic or Co-development PartnerPartnership in Salo 360 Matkailuhanke (2025-2027) focused on internationalization support for Salon region tourism enterprises.
• Luonnonvarakeskus LukemajorStrategic or Co-development PartnerPartner in RuoKasvu project focusing on Finnish food export development and Arctic branding of Finnish food products.
• Visit FinlandmajorGTM or Marketing PartnerNational tourism marketing organization. Partnership for international promotion of Finnish rural tourism.
• Go FinlandminorChannel Partner/ Reseller/ DistributorInternational tourism marketing channel for Finnish rural tourism services.
• Hungry for FinlandmajorStrategic or Co-development PartnerFood tourism development network. Jointly organizes Ruokamatkailu competitions and development days.
• Varsinais-Suomen ELY-keskusmajorStrategic or Co-development PartnerRegional authority providing funding for Salo 360 Matkailuhanke from rural development funds.
• Lähiruokapäivä (Osta tilalta)minorStrategic or Co-development PartnerAnnual national local food day. Lomalaidun participates in promoting rural food producers and tourism experiences.
• EurogitescoreStrategic or Co-development PartnerEuropean umbrella organization for rural tourism. Kimmo Aalto serves as President (2019-). Represents 100,000+ rural tourism destinations across 29 members in 26 countries.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• ProAgria: Finnish agricultural advisory organization and Lomalaidun member/partner. Comparable in serving rural Finnish enterprises with expertise and development services, though ProAgria's primary focus is agricultural production rather than tourism.
• Rural Tourism Ireland: Irish network organization promoting rural tourism experiences across Ireland. Comparable in mission to develop rural tourism as a sustainable industry, though operating in a different national market with its own member base and government partnerships.

Direct peers

• Gîtes de France: The French national federation for rural tourism gîtes and vacation rentals, with a similar member-based association model for promoting countryside stays. Closest international analog in terms of organizational structure and rural tourism promotion mandate.
• Oy Lomarengas Ab Ltd: Finland's major cottage rental company in which Lomalaidun is the largest single shareholder. Shares historical roots with Lomalaidun (originally the same organization) and operates the commercial booking side of rural accommodation distribution in Finland.
• Suomen Maaseutumatkailuyrittäjät ry (SMMY): Direct peer as the Finnish national association for rural tourism entrepreneurs; jointly manages the Matkamaalle.fi platform with Lomalaidun and represents the rural tourism entrepreneur base in Finland. Closely aligned mission of developing rural tourism as an industry.
• Farm Stay UK: UK association/marketing platform for farm-based accommodation and rural tourism, directly comparable to Lomalaidun's role in curating and marketing farm-stay experiences in Finland.
• Agriturismo Italia (Agriturismo.it): Italy's national platform for farm-stay and rural tourism, combining association-style curation with a leading booking platform. Comparable in mission of promoting rural/farm-based tourism experiences, though operating as a more commercially developed platform.

Broad incumbents

• MTK (Maa- ja metsätaloustuottajain Keskusliitto): Parent-organization-adjacent; MTK hosts Lomalaidun's office and is its largest member. While MTK covers broad Finnish agricultural producer interests, it shares the rural economic development mission and provides Lomalaidun its institutional backbone.
• Visit Finland: National tourism marketing organization for Finland; Lomalaidun partners with Visit Finland for international promotion. Overlaps in destination marketing and tourism development, but Visit Finland operates at a broader (national, all-segment) level.
• Eurogites (European Federation of Rural Tourism): European umbrella federation of which Lomalaidun is a member and whose presidency is held by Lomalaidun's CEO. Comparable as a rural tourism advocacy and network organization, but operating at a pan-European rather than national level.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lomalaidunface
• LinkedInlinkedin.com/company/lomalaidun

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lomalaidun