Kirsi Hyvaerinen

As consultant and facilitator, Kirsi Hyvaerinen focuses on sustainable tourism, capacity building, organizational change, product diversification in emerging and developed destinations, branding and marketing.

Kirsi has worked at the intersection of destinations, associations, NGOs, small and medium-sized businesses, international development agencies, local and national governments since the mid-90s. She supports their joint development from master planning to operational excellence, as well as market access of new nature-based tourism products.

Prior to founding PRÁTTO Consulting in Montenegro in 2013, Kirsi worked as B2B marketer for Latin American destinations and SME (1995-1998), further as a regional DMO director in the Black Forest, supporting new rural, active and cultural tourism development.

In her role as senior advisor (2006 – 2013) to the National Tourism Organisation of Montenegro, she worked closely with the ministry, NTO management and team, linking with hundreds of national and international stakeholders and partners.

In her former position as a specialist of Travel, Leisure and Tourism at KPMG Consulting (later BearingPoint) Kirsi worked 2001-2008 with a diverse range of clients, from leading travel technology providers to emerging destinations.

Today, she is co-founder and partner of ITB Advisory, as well as chapter leader of the Travel Massive Montenegro network. Since 2018, she serves in the Management Board of the Global Ecotourism Network.

In education and research, Kirsi is a regular guest lecturer at European universities specializing on sustainable development, tourism management and marketing. Under her project management since 2003, the VDR Business Travel Report Germany delivers representative facts and trends on occupational mobility.

Of Finnish origin, Kirsi loves the great outdoors and its protection is close to her heart. She holds a degree in Business Administration (Tourism Management and Marketing) from Heilbronn University, Germany.

Based in Montenegro and Finland.


Book Kirsi as speaker if you are looking for someone who is:

#hands-on #resourceful #inspirational #clear #supportive


..and knows about:

  • Destination Management
  • Change Management
  • Sustainable Development Strategies and Funding
  • Green Destinations
  • SDGs in Tourism
  • Megatrends
  • Marketing
  • Market Access for SME
  • Ecotourism, Wildlife Conservation, Adventure Travel, Rural Tourism, Tourism for All
  • Community-Based Tourism Development
  • Sustainability in Corporate Travel and Events

What Kirsi offers:

  • 0,5-3-day workshop, seminar, keynote
  • “Magic Round Table”, together with Dr. Claudia Brözel
  • Topics and methodologies according to individual client needs
  • Rate to be agreed individually, depending on type and size of client

Examples of talks:

#1: Sustainable Destination Management and Marketing: Principles and Success Factors

#2: Innovation for Special Interest Tourism – the Why, the Who and the How

#3: Change Management in Destinations: Methods and Case Studies for More Sustainability

#4: Lessons Learnt: Planning, Realisation and Viability of Cross-Border Trails

#5: Development Opportunities through Wildlife Conservation Tourism

#6: Diversification of Economic Activities in Rural Areas through Rural Tourism

#7: Film Tourism: Coincidence or Strategy?


Kirsi is mostly hired by:

Destination Management Organisations, Tourism Boards; Associations, project-based educational and experiential events; NGOs and businesses; educational institutions


What others say about Kirsi:

“Kirsi Hyvaerinen has been hired by Community Development Fund (CDF) on three occasions in 2019 as a trainer for tourism development and promotion of the project “Via Dinarica” funded by the EU CBC programme and the Regional Cooperation Council on a similar project set up. Kirsi has lectured on the principles of destination management and with focus on sustainability, as well as Bed & Bike friendly standards for 3 groups, each having 15-20 participants.

Myself and the participants have found Kirsi highly skilled, very pragmatic and with an immense knowledge on the topics and tourism in general. Her work has contributed a lot to achieve project objectives and beyond and has left an important mark in the way how the destinations shall work in our region, thus contributing to a more sound destination management policy and implementation models in practice.

Additionally, Kirsi is a very open and communicative person and very flexible to meet the needs of the different target groups. I would recommend Kirsi as a trainer and/or business consultant to any company and organizations working on the above subjects and on sustainable tourism in general.”

Mr. Gramen Taraku, Project Manager, Community Development Fund (CDF)
Prishtina, Kosovo (August 2019)


How to book:

You would like to book Kirsi Hyvaerinen for your event or are interested in organizing a workshop or seminar with her? Please contact us here.