• Getting Started with Immersive Production

    Immersive production can offer many benefits to small tourism businesses. To gain a broader understanding of the features and possibilities of immersive production, we asked Antti Ikonen from STC Tuotanto to shed some light on the subject. Antti, whose company has produced various virtual tours, including the one for Venejoen Mylly, sees immersive technology as a way to enhance destination appeal and accessibility, boosting visitor numbers and improving the overall experience. In remote areas, he believes the full potential of these technologies has yet to be realised.

    Antti sees that with the help of immersive media, customers can explore a destination independently before making a purchase, gaining a more comprehensive understanding of what is available. This can lead to longer visits and higher visitor satisfaction. Compared to a standard video, a virtual environment offers a more detailed and varied way to explore a destination, encouraging users to engage at their own pace and revisit as needed. Antti emphasises that no single technology is superior - each one supports the others, and the best choice depends on the goals of the project.

    He also highlights another key advantage: virtual environments can serve as knowledge hubs in tourism marketing, providing customers with all the essential information about a company in one place, simplifying both communication and promotion.

    First Contact and Customer Expectations

    Antti tells us that clients usually become interested in immersive environments after seeing one at a trade fair, on another company’s website, or after experiencing one elsewhere. The first step for the production company and the client is to form a clear understanding of why the virtual environment is needed and what the client wants to achieve. It is also important to decide early on which devices the environment should work on, such as mobile phones, web browsers or VR headsets. Understanding what features are needed and what kind of content the customer expects is key to a successful project.

    As immersive technologies have rapidly become more common, clients are increasingly more aware of their possibilities. This growing familiarity helps align customer expectations with what is technically possible - provided that the budget and scope are realistic.

    When to Hire a Pro and Why Your Input Still Matters

    While a technically skilled person can in theory take photos and videos themselves, Antti suggests that creating a complete presentation with sound, images, and interactive elements is best left to a professional. Professionals have the tools and skills to combine images, information, text and audio into a high-quality presentation that works seamlessly across different devices.

    However, Antti encourages that clients contribute to the process - for example, by capturing unique moments, like the northern lights or moonlit scenes, which require being in the right place at the right time. This kind of material can be especially valuable when the production company cannot be present on short notice. Also, gathering photographs, writing down stories, or preparing any other content the client wishes to include is essential. Not only does this ensure the authenticity and relevance of the material, but it can also reduce production costs and streamline the overall process.

    Inside the Production Process

    Antti explains that a production typically begins with a kick-off meeting to set goals and timelines. A few initial shooting dates are planned, but in the end, weather conditions often determine whether filming can be completed within the agreed timeframe. After filming, the virtual experience is built. A draft version is presented to the client in a follow-up meeting, where next steps are discussed and refined. At each stage, the process is reviewed and adjusted as needed.

    According to Antti, the production schedule can vary from one to six months, depending on how much material is available. If the images and stories are ready, production can be completed in as little as about a month. Without prepared images and a clear plan, however, process can take up to six months - especially if the goal is to capture a specific season or phenomenon. Antti reminds us that it is important to set a realistic schedule at the beginning of the project, allowing enough time for each phase and accounting for factors that may affect progress. Entrepreneurs can be involved in the process as much as they like. At a minimum, they should expect to spend 2–3 hours in production meetings during the process. As mentioned earlier, their involvement can help reduce costs and improve the quality of the content. In most cases, the entrepreneur is, after all, the person who knows the background be used in the virtual environment, such as old photographs, letters, aerial photographs or artefacts.


◄Demands of Immersive Technologies