Paap Kõlar, an entrepreneur with over 30 years of experience in the tourism industry, has expressed concern about the declining state of tourism in Estonia. He argues that many rural tourism enterprises are limiting themselves to providing accommodation without offering active and engaging experiences for visitors. According to Kõlar, the recent snowy winter has demonstrated that demand persists where well-thought-out and high-quality services are provided. This indicates that visitors are looking for more than just a place to stay; they desire memorable and interactive experiences.

Taking specific examples from his ventures such as the Safarikeskus in Otepää and Surf Paradise in Ristna, Kõlar points out that the issues within the Estonian tourism sector run deeper than mere seasonality. He highlights that the core problem lies not just in the number of visitors but primarily in the content of what is being offered. If rural tourism remains focused merely on lodging, the prospects for growth become bleak. Instead, businesses should tap into the real potential of rural entrepreneurs, who possess the skills, knowledge, resources, and unique experiences that can significantly enrich the visitor experience.

In his assessment, Kõlar sees a missed opportunity for rural operators who could provide adventure and active engagements for tourists instead of relying on traditional methods. He emphasizes the importance of innovating the visitor experience, urging rural tourism providers to diversify their offerings and leverage local resources to create unique adventures that truly resonate with visitors. This shift in focus could help revive the tourism sector in Estonia, making it more vibrant and appealing to both domestic and international tourists.