ToolBox Consulting Ltd. – Celebrating 25 Years of Transforming Tourism

August 2nd, 2025 marks a remarkable milestone in the story of ToolBox Consulting Ltd. – 25 years of dedication, innovation, and international impact in the tourism industry. From modest beginnings to becoming a widely respected player in the Nordic and Baltic regions, our journey has been fueled by a passion for travel, a commitment to collaboration, and a deep belief in the power of sustainable tourism.

A Legacy of Innovation and Collaboration
Founded in the year 2000 under the name ToolBox Travel Marketing & Consulting, the company was initially known for organizing tourism training programmes and regional development seminars. From improving local entrepreneurship to creating customer-focused events, ToolBox quickly became a trusted resource for tourism professionals and municipalities alike.

In the early 2000s, the company expanded into guiding services, particularly in Eastern Uusimaa and Porvoo, while pioneering impactful training programmes like “Palvelua Sydämellä” (Service with Heart) and the youth-focused Welcome Host initiative adapted from Scotland. These programmes laid the foundation for ToolBox’s strong belief in education, community engagement, and developing future tourism leaders.

The turning point came in 2012, when founder Kari Halonen transitioned full-time into ToolBox after leaving the Helsinki City Tourist & Convention Bureau. With his vast network and international insight, the company experienced what many call its “second emergence,” taking a bold step into international operations and strategic consulting.

Global Vision with Local Roots
Today, ToolBox Consulting Ltd. serves as a key expert in tourism development across the Baltic and Nordic countries, promoting these regions in nearly 30 countries across all continents. With its headquarters in Finland and partnerships stretching across borders, the company has become synonymous with internationalization in tourism.

The rebranding in September 2019 – from ToolBox Travel Marketing & Consulting to ToolBox Consulting Ltd. – signified a renewed focus on strategic planning, market research, sustainability, and brand development. But what hasn’t changed is our hands-on approach and deep respect for local identities.

Championing Sustainable and Meaningful Travel
As tourism faces a future of rapid change, ToolBox is dedicated to leading by example. Our interest in Slow Travel, sustainability, and branding with purpose reflects a commitment to experiences that matter – both for the visitor and the destination.

We don’t just talk about sustainability; we integrate it into the very fabric of our operations. From valuing quality over quantity to championing environmental awareness and social equity, ToolBox aims to provide the tourism industry with practical, scalable solutions to today’s challenges.

Empowering the Next Generation of Tourism Professionals
Our mission extends beyond consulting and strategy. ToolBox Consulting provides a launchpad for students, career changers, and underserved groups in the labor market – such as foreign exchange students and older professionals. Through project work, survey assignments, and marketing event development, we help bridge education and employment with hands-on learning experiences.

We believe tourism should be an inclusive field that reflects the diversity of society and gives everyone the tools to succeed.

The Power of Networks
In a sector as dynamic as tourism, collaboration is not an option – it’s a necessity. ToolBox’s network spans continents, from local entrepreneurs to international tourism trend analysts. Our active involvement in global tourism organizations, research groups, and trend documentation networks ensures that our clients always receive services informed by the latest insights and innovations.

Looking Ahead
As we celebrate this 25-year journey, we remain grounded in our roots yet boldly future-facing. We are proud of the thousands of partnerships, projects, and people we’ve worked with over the decades. But more importantly, we are excited for what’s to come.

The staff at ToolBox Consulting would like to make one request or wish regarding future cooperation and the development of tourism marketing in the Baltic and Nordic regions. We hope that registrations for marketing events could be made well in advance. Early registration allows us to offer more affordable prices and secure better locations at trade fairs and events through our partners. Organizing sales tours and B2B workshops often requires over six months of preparation time. Quicker responses would bring both financial and operational benefits to all parties involved. For this reason, we have already published our 2026 marketing activities in May 2025. We hope that our competitors will adopt a similar approach.

ToolBox Consulting will continue to champion a smarter, fairer, and more sustainable tourism industry – one where time, culture, and people matter more than ever.

Thank you our former staff members or current or past partners such as: Torsti Aaltokoski, Abdi Abdirisaq, Tony Ahlqvist, Katariina Almakari,  Sami Auvinen, Jacita Bengts, Papori Bharati, Jessie Chang, Ann Chen, Mengsi Chen, Saliha Chouchane, Bo Dong, Zeljko Grabar, Leena Grönroos, Eva Frank, Belhouane Hamouda, Mikael Hasegawa, Mari Hongisto, Terhi Hook, Markku Janhunen, Kimmo Kestilä, Nina Kestilä, Päivi Korjonen, Risto Korkia-Aho, Aletta Kuoksa, Elisabeth Bomi Kwon, Michelle Kwon, Mari Kärkkäinen, Aster Lai, Jari Laitakari, Lotta Laukkanen, Wei “Vivian” Li, Ulla Liila, Päivi Lottanen, Maaret Manninen, Anniina Merilinna, Arnaud Michelin, Tuula Mieskonen, Anna Molander-Bry, Hanna Muoniovaara, Markku Nissi, Maija Palosaari, Leena Penttinen, Merja Pollok, Jari Puranen, Leila Repo, Erika Rintala-Dikert, Matthew Roblin, Ulla-Maija Rouhiainen, Sanna Ruuskanen, Karla Ruutu, Rumpa Saha, Amaresh Sakhardande, Livia Salemme, Ilona Salomaa, Rea Sandström, Pauli Santala, Anna Soisalon-Soininen,  Juha Sorjonen, Petra Tebest, Nghi Trinh, Tanja Tähtinen, Jari Virtanen, Nea Vuoti, Gitte Wallenius, Bohyun Yoon, and Brudy Han Zhao. Thank you for your contribution and development of the company! And thank you our current employees Kristiina Kauppinen, Kari Halonen, Enna Paavola and Juha-Pekka Tuominen!

Here’s to 25 years of impact – and the many adventures yet to come.
With gratitude and anticipation,

The Team at ToolBox Consulting Ltd.