ECOCLUB, Issue 95
7
becoming a CORINE biotope area. Since 1997 it is also in the Ramsar list of wetlands and in 1998 it was suggested that the
Soomaa National Park should be included in the list of World Heritage Sites maintained by UNESCO.
I have been growing up in the area, and explored the peat-bogs and rivers of Soomaa when being a schoolboy. There was no
kind of tourism here in the soviet times, only very limited local recreation. When the national park was created I saw it as a great
opportunity, bought five canoes and started offering guided canoe-trips. Today we are four people in our small private company,
paddling on the rivers is still our main activity, but we also do bog-walking, bog-shoeing, cross-country skiing, kick-sledding
and other activities.
It has been highly interesting experience of following the tourism development from the very beginning. Every year there has
been a slow growth in numbers. Every season we have been analysing our results, discussing these with park management and
making changes in our operations. For Many years we were the only private operator in Soomaa National Park, but since the
area became more and more popular, new operators started. I see it as a great advantage of running a nature based tourism
business in the protected area, not only because of the marketing point of view, but even more because of you have a clear
partner responsible for conservation, and clear rules.
ECOCLUB.com:
Traditional log boats in particular are one of your fortes. Some believe that there are ethical
problems in reviving traditions for tourism. Would you agree? And what would you advise to other national parks in
other countries wishing to successfully revive traditions for tourism?
Aivar Ruukel: Yes, I do agree. Restoring a lost natural habitats is a hard task, but one can see here and there people trying it. If
we would leave nature alone, it will also regenerate itself. But restoring a lost culture is impossible. Culture is a very sensitive
issue, it is something that people first and foremost do for themselves, not for others. It is normally not a problem, that you share
your culture with others such as tourists, allowing them to experience it. But the question is how far can you go?
Life in Soomaa depends more on climate than anywhere else in Estonia, the waters here are extraordinary – the numerous rivers
meet in a rather small area between fens and swamp forests. Water from the nearby uplands can during the spring time melting
or rain season unleash such an avalanche of water that rivers break out of their banks. This almost Biblical flood happens every
year. Flood is called the fifth season by local people. Very often the dugout canoe was the only means to get out of the house
and that is why it has been preserved in families living in the vicinity of the national park. More about building and use of
‘Local logic’ is my term for the responsible use of cultural heritage for tourism business. It means that people who carry
tradition are the only ones to decide whether to do it or not, and how to do it, according to how they feel about it. No outside
expertise counts!
ECOCLUB.com:
You also act as an ecotourism educator and trainer. What the most important lesson you offer to
your students? And what about your tourists, do you teach them too?
Aivar Ruukel: I do seldom lecture for students, maybe few times every winter. More often I do act in workshops and seminars
for practitioners. Things, that I tell, I try to be based on my own practical experience. One of the training programmes, where I
currently take part is Ecotourism Quality Labelling scheme. Another interesting issue is internet-marketing. Educating tourists is
an every day task of mine, as well as of other guides, that our company cooperates with. We tell simple and basic things about
nature, ecology, landscapes and species that they experience during our trips. It is important! People know less and less about
nature. How can you respect and love something that you do not know?
ECOCLUB.com: Do you feel there is an urgent need for Ecotourism certification with reference to Estonia? Who is
eligible to join ESTECAS, does a company need to be certified in order to be accepted?
Aivar Ruukel:
ESTECAS has created a Quality Labelling Scheme in 2000, since then we run it as jointly managed program
together with Estonian Tourist Board, Rural Tourism Association, Village Movement and Estonian Fund for Nature. The Label
is called "Estonia - the Natural Way", in order to carry it, the criteria both for company and product should be fulfilled.
Membership in ESTECAS is not obligatory for receiving a label.
ECOCLUB.com:
From your experience, does Tourism really contribute to peacemaking & cultural understanding
between neighbouring countries, or does it lead to more competition?
Aivar Ruukel:
Yes it does help to understand each other! Estonia has had complicated relations with our big neighbour.
Travelling to your neighbours, meeting these people, talking to them makes you understand them better and minimizes your fear
that they can be dangerous. For me personally Russia is a favourite country to travel.
