Soomaa.com

What Soomaa.com does

Soomaa.com is the consumer-facing brand of Viis Aastaaega OÜ, an Estonian private limited company that has organized guided nature tours in Soomaa National Park since spring 1995. The company operates with a small team of five named local guides (Aivar Ruukel, Algis Martsoo, Edu Kuill, Indrek Vainu, Jane Rebane) and structures its offerings around a proprietary "five seasons" framework: spring canoeing, summer SUP and kick-biking, autumn bogshoeing and mushrooming, winter snowshoeing and kicksledding, and a distinctive "fifth season" high-water canoeing experience through flooded forests. The product portfolio spans guided canoe/SUP/bogwalking/bogshoeing/kick-bike/kicksled/snowshoe/mushrooming tours, self-guided rentals, multi-day canoe-camping trips, gift cards, and bundled experiences including transfers from Pärnu. Technology stack is intentionally light: a Fareharbor-embedded booking widget on the WordPress-hosted soomaa.com site, complemented by phone, email, WhatsApp, and Facebook Messenger channels.

Revenue mechanics are transactional and direct-to-consumer. Guided tours are priced per person (typically €45–€135 depending on activity, duration, and group size), with group discounts kicking in at 3+ participants and 50% child discounts on select products. Equipment rentals (canoes, SUP, kick bikes, kick sleds) are priced per unit per time period (€15–€40). Minimum-participant rules (2–4 depending on activity) effectively cap single-ticket revenue. Gift cards (12-month validity) provide a small prepaid-revenue channel. Distribution is exclusively DTC: no physical office, no intermediaries; customers are met at designated outdoor locations throughout the park. Marketing relies on organic social media (Facebook, YouTube, Instagram), TripAdvisor reviews, and earned international media coverage (NYT, BBC Travel, The Guardian, The Telegraph, The Times, Geographical).

Name

Soomaa.com

Legal name

Viis Aastaaega OÜ

Website

https://soomaa.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Soomaa.com (Viis Aastaaega OÜ) is an Estonian private tour operator offering year-round guided canoeing, SUP, bogshoeing, kick-biking, and winter wilderness activities in Soomaa National Park to individual tourists, families, and small groups via direct online bookings.

Ownership category

akta.pro rank

Product category

Adventure and Eco-Tourism Services

NAICS

RV (Recreational Vehicle) Parks and Recreational Camps (72121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Adventure Base Camps (Trek/Climb/Expedition Camps) (THAGAOAG)

Keywords

• Nature tourism services
• Guided canoe trips
• Wilderness experiences
• Eco-tourism tours
• Outdoor adventure activities

Headquarters

HQ city

Tori

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Guided Nature Tours: The primary revenue stream consists of guided wilderness tours including canoe trips, SUP trips, bog walking, bogshoeing, kick-bike trips, kicksled trips, snowshoe hikes, and mushrooming tours. Pricing varies by activity type, duration, and group size. Guided tours include equipment rental and are priced per person with minimum participant requirements.
2. Equipment Rental: Revenue from renting canoes, kick bikes, kick sleds, SUP boards, and bogshoes to self-guided visitors. Rental prices are charged per unit per time period (hourly or daily).
3. Gift Cards: The company sells gift cards valid for 12 months, allowing recipients to choose their preferred tour experience. Gift card value is customer-determined.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Soomaa.com provides guided and self-guided wilderness experiences in Soomaa National Park, Estonia, including canoe trips, SUP trips, bog walking, bogshoeing, kick-bike tours, kicksledding, snowshoeing, and mushrooming tours. The company organizes activities year-round across a unique "five seasons" framework, with all equipment provided and customers met at designated outdoor meeting points throughout the park.

Product overview

Soomaa.com is the website of Viis Aastaaega OÜ, a local nature tour operator offering wilderness experiences in Soomaa National Park, Estonia. The company organizes guided outdoor activities year-round across five seasons (spring, summer, autumn, winter, and high-water 'fifth season'). The core product portfolio centers on canoe and SUP water activities, bog and wetland exploration via walking and bogshoeing, and winter activities including snowshoeing and kicksledding. Additional services include kick-bike tours, mushrooming excursions, equipment rentals, and gift cards. Activities range from 1-hour rentals to multi-day camping trips, with options for both guided tours and self-guided experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Canoe Trips Guided and self-guided canoe trips on Soomaa's rivers including day trips, night canoe trips, multi-day camping trips, and canoe rental services for individual travelers, families, and small groups.
• SUP Trips Stand-up paddling trips on the Raudna and Halliste rivers, suitable for beginners and families, led by guide Jane. Pricing is €80 per person (minimum 2 people), with group and child discounts available.
• Bogwalking Year-round walking tours on wooden boardwalks and trails through Soomaa's peat bogs including Ingatsi Trail (4.3km), Riisa Bog Trail (4.8km), Hüpassaare Trail (4.4km), and Öördi Trail (2.4km). Includes guiding service with group pricing available.
• Bogshoeing Guided hiking on bogs using special bogshoe footwear to access areas normally inaccessible, offered from mid-June to mid-April. Includes guiding and bogshoe rental.
• Kick-bike Trips Guided kickbike tours through Soomaa's terrain including Ruunaraipe dunes, lasting 2 hours, with equipment rental and instruction included. €80 per person (minimum 4 people).
• Kickspark Trips Winter kicksledding tours on frozen flood areas and rivers when conditions permit, December through March.
• Snowshoeing Winter tours on frozen bogs, forests and floodplains using snowshoes, December through March, with equipment rental and guiding included. €80 per person (minimum 4 people).
• Mushrooming Tours Guided mushroom foraging tours in local forests with a light mushroom meal included, available July-October. €80 per person or €105 per person with Pärnu transfer; group rates available.
• Canoe Rental Canoe rental at Soomaa Holiday Village in Riisa, available year-round from one hour to a full day, with option to transport to other rivers. €40 per canoe; does not include transport.
• Night Canoe Trips Evening canoe tours in darkness with wildlife viewing opportunities including beavers, led by experienced local guides. Available May-October, 2-3 hours. €80 per person (minimum 2 people); group rates available.
• Wilderness Day Trip Full-day combined experience including bog walking/shoeing and canoeing on the river with wilderness lunch. May-October, 5-6 hours. €110 per person or €135 with Pärnu transfer.
• Multi Day Canoe Camping Trips Multi-day canoe trips lasting 2-5 days on Navesti, Halliste, Raudna, Kõpu, and Lemmjõgi rivers with wild camping options. April-November. €30 per person per day (minimum 2 people).
• Kick Sled Rental Kicksled rental with instructions, available at Tõramaa watching tower when winter conditions permit. December-March. €25 per adult, €15 per child.
• Kick Bike Rental Kickbike rental for 1-4 hours including helmet and area map, available April to October. €25 per kick bike.
• Gift Cards Gift cards valid for 12 months allowing recipients to choose their preferred tour experience. Gift card value is customer-determined.

Quantifiable outcome

• Rated 5/5 on TripAdvisor by visitors

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

Partnerships

Six partnerships are on record, tiered core and minor.

• Maigi Loite (Maigi köök)coreOthersCatering partner providing locally prepared meals for tour customers. Meals can be ordered as part of trip bookings. The partnership enables Soomaa to offer food services as part of multi-activity wilderness experiences.
• Soomaa Puhkeküla (Soomaa Holiday Village)coreStrategic or Co-development PartnerLocated in Riisa village alongside Halliste river within Soomaa National Park. Primary meeting point for Soomaa.com tours. Provides accommodation options for visitors and serves as the operational base for activities.
• Põnka PuhpetaluminorOthersGuesthouse accommodation partner in Rätsepa village. Recommended as place to stay in Soomaa area.
• Villa River RoseminorOthersGuesthouse accommodation partner in Jõesuu village. Recommended as place to stay. Also hosts sauna experiences as part of Soomaa Sauna Year 2023 events.
• Piesta Kuusikaru TaluminorOthersAccommodation and farm cafe partner in Kullimaa village. Includes cottage and farm cafe recommended for Soomaa visitors.
• Tori Siidritalu (Cider Farm)minorOthersCider farm and dining partner in Jõesuu village. Recommended dining option for Soomaa area visitors.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Intrepid Travel: Global small-group adventure tour operator with an extensive nature and active-travel portfolio. Comparable offering category at far greater scale and geographic reach, serving as a broader incumbent against which niche operators like Soomaa differentiate.
• Exodus Travels: Established small-group adventure tour operator with broad active and wildlife-led itineraries. Comparable product category at materially larger geographic and scale footprint.
• G Adventures: Large global adventure tour brand with strong nature- and community-led tour portfolio. Overlaps with Soomaa on small-group nature experiences but operates globally at very different scale.
• National Geographic Expeditions: Premium expedition travel brand operating nature-focused, expert-led trips globally. Functions as a high-end incumbent in the same experiential-nature-travel category.

Direct peers

• Wild Sweden: Small Swedish operator offering guided nature and wildlife experiences in northern Sweden (dogsledding, hiking, wildlife safaris). Same archetype as Soomaa: small local guide team, protected-area focus, multi-season adventure portfolio.
• Wilderness Scotland: Small specialist operator offering guided multi-day wilderness experiences in the Scottish Highlands led by a team of local guides. Highly comparable to Soomaa's model of year-round, guide-led nature adventures anchored in a single protected landscape.
• Much Better Adventures: Curated small-group adventure tour marketplace booking guided outdoor experiences across Europe. Closely aligned with Soomaa's direct-to-consumer guided adventure model, though with broader geography and a marketplace intermediation layer.

Others

• Responsibletravel.com: Sustainability-focused travel marketplace that curates and promotes certified eco-friendly tour operators worldwide. A potential distribution channel and ecosystem counterpart rather than a direct competitor, given Soomaa's EUROPARC-certified positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/soomaavideo
• Facebookfacebook.com/soomaa.estonia
• Instagraminstagram.com/soomaagram
• LinkedInlinkedin.com/company/soomaa-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Soomaa.com