Season’s Greetings and Warm Thanks

As we conclude this year, ToolBox Consulting’s 25th year of operation, we extend our heartfelt gratitude to our partners, clients, and even our competitors. Since beginning our journey in August 2000, our starting points and themes have evolved significantly. This anniversary year has reminded us how much the tourism sector has changed—and how much resilience, cooperation, and adaptation it continues to require.

This year has been strongly influenced by the financial constraints facing national tourism promotion organizations and the prospect of their activities being limited, temporarily or even permanently. At the same time, we have witnessed how the private sector has continued to strengthen its role, particularly in event production and tourism PR. The value of private-sector investment has too often been underestimated—or at times not acknowledged at all. Yet the combined efforts of tourism businesses and destinations now far exceed what could be achieved on a national level alone.

This raises important questions about competitive balance, especially when public-sector actors—funded by taxpayers—operate in areas where private-sector companies could often deliver the same outcomes more economically and efficiently. Also reeal cooperation doesn’t exist. The companies chosen to the market activities are under hierarchy which has nothing to do the business capability and there is more bureaucrucy built up in the name of simplicity. A more focused division of roles could free resources for building the national brand and increasing country’s international visibility.

Once again, we have chosen not to purchase postcards or traditional holiday gifts. Instead, we donate the equivalent funds to charitable causes. This year, as in previous years, we continue our support for the Cancer Foundation Finland and the Finnish Natural Heritage Foundation.

The Cancer Foundation funds cancer research, prevention, and support services for those affected by the disease. With donor support, Finnish cancer researchers can continue their essential daily work. The Foundation is the largest private supporter of cancer research in Finland, working toward a future in which no one must lose their life to cancer.

Our second beneficiary is the Finnish Natural Heritage Foundation, which we have supported for many years by contributing to the protection of specific forests—and, more recently, peatlands. The Foundation celebrates its 30th anniversary this year. Our 2024 donation once again supports the protection of Ylpässuo, a beautifully varied aapa mire located in Kiuruvesi, in the northwestern part of Northern Savonia. Ylpässuo features rare wet fen vegetation, natural forested islands, and is home to species such as willow ptarmigan and the endangered willow tit. Despite drainage along some of its edges, the mire has largely retained its natural character, and parts of the area can be restored by blocking or redirecting old ditches.

Thank you for being part of our journey during this year and throughout our 25-year history. We look forward to continuing our shared work—stronger, more focused, and more determined than ever.

Seasonal Greetings and our warmest wishes for the New Year!