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Tuomas Hietala
Tuomas Hietala

Tuomas Hietala · Luosto, Lapland

I help tourism and service businesses improve their operations and put AI to practical use.

More than 20 years in international tourism and service businesses — including trips between Finland and Switzerland and hands-on operations management in Lapland. I combine that with service development and the design of AI-assisted workflows.

Let's discuss your needs Explore my services

Focused development projects, fractional operations support and advisory work. In Finnish and English.

Experience at a glance

20+ years
in tourism and service businesses
Approx. 70 properties
Up to approximately 70 accommodation properties
500 beds
The number of beds managed at the same time, at best

These figures describe the scale of responsibilities held during my career.

When operations need to work in practice.

I help when plans need to be turned into responsibilities, ways of working and execution.

  1. 1

    A season or a new property is about to start.

    Staff, service providers, property readiness and guest communication need one shared plan.

  2. 2

    Day-to-day work is weighing on management.

    Responsibilities, quality assurance and recurring tasks need clarity.

  3. 3

    You want a useful first application for AI.

    We start by defining the task, the goal and how to evaluate whether the solution works.

Services

Three ways I can help.

01

Tourism operations management

I help accommodation and tourism businesses run daily operations, prepare for the season and make service quality consistent.

Example deliverable

A current-state overview, a prioritised action plan and agreed responsibilities and ways of working.

What the work covers

  • Responsibilities, resources and practical division of work.
  • Coordinating staff and service providers.
  • Property readiness and quality assurance.
  • Operating guidelines, checklists and guest communication.
  • Agreed operational management responsibility.
02

Practical AI workflows

I help identify the tasks where AI is worth trying and design a focused solution that can be evaluated.

Example deliverable

A defined use case, a prototype or workflow model, and a plan for evaluating the pilot.

What the work covers

  • Mapping recurring information and document tasks.
  • Concepting AI-assisted workflows and services.
  • Guidelines, content structures and prototypes.
  • Pilot goals and evaluation method.
  • A rollout plan to an agreed scope.
03

Service development and partnerships

I help structure a new service, its commercial model and partner network so that execution has a clear path forward.

Example deliverable

A service description, a draft commercial model, a partnership plan and next steps for delivery.

What the work covers

  • Clarifying customer needs and the service concept.
  • Designing pricing and the commercial model.
  • Developing local and international partnerships.
  • Planning collaboration with service providers and delivery.
  • Launching a new service or operating model.

AI-assisted first suggestion

Where should you start?

Describe your business challenge in a few sentences. You'll get a suggested service and practical first steps.

This suggestion is AI-generated and indicative. Your text is not stored. Actual scope is always agreed together.

Experience

Experience in international tourism, operations and service development.

Alpland GmbH · 2017–2025

International travel between Finland and Switzerland

I developed and delivered small-group, active and incentive trips between Finland and Switzerland. My work covered sales, partnerships, client communication and coordinating local delivery.

Combining commercial planning with local delivery.

Operational experience · Lapland

Accommodation operations management

I have led the daily delivery of accommodation operations, coordinated staff and service providers, and been responsible for property readiness, service quality and guest service practices.

Managing the whole, from guest arrival to the division of work among service providers.

Own development project · 2026–

In development

Kompas by Guidara

I am developing an AI-assisted tool that supports a person when a life situation becomes confusing and help has to be found quickly. Kompas separates what is already known from what still needs to be checked, and helps turn an unclear need into one concrete step. The work covers the service structure, content, document workflows and the commercial model.

Kompas is a personal project for me. I have come through a long and demanding road in developing this tool.

Try the demo

The demo does not replace a professional assessment. In immediate danger, call 112.

Approach

Goal first, then execution that works.

  1. 1

    I understand the situation.

    We review current operations, the most important need and the scope of the work.

  2. 2

    I make the way forward concrete.

    We agree on priorities, responsibilities, deliverables and how to evaluate success.

  3. 3

    I put what we agreed into practice.

    Depending on the agreed scope, the work moves from planning to a pilot, rollout support or operational delivery.

Ways of working and responsibilities are always agreed per assignment.

Collaboration that fits your needs.

  • Focused development project

    One identified need, agreed deliverables and a schedule.

  • Fractional operations management

    Agreed responsibility for coordinating and developing operations.

  • Advisory and development work

    Support in designing a service, an operating model or an AI pilot.

Scope, practical delivery and pricing are agreed based on your needs.

I oppose the Sakatti mine project from a tourism perspective — also when choosing partnerships. Campaign page: No Sakatti mine

Let's discuss your needs

About

Tuomas Hietala

Tuomas Hietala

I am a tourism operations and service development professional based in Luosto, Finnish Lapland. Over more than 20 years I have worked with accommodation, tourism services, staff, partner networks and international travel products.

I combine hands-on operations management with developing new services. In AI-related work I focus on how the use case, information, workflow steps and user needs come together into something that works.

Kompas by Guidara is a personal project for me. I have come through a long and demanding road in developing this tool. Its purpose is to support a person in a confusing life situation: Kompas separates what is already known from what still needs to be checked, and helps find one next step. The demo is at demo.guidara.ai.

In Sodankylä, a mine is being planned under the Viiankiaapa Natura 2000 mire area. I oppose the project from a tourism perspective: people come to Lapland for its intact nature — fells, open mires and clear waters — and that same nature is the foundation of the local tourism economy. On the campaign account @eisakattia I share compiled information about the project and about the company behind it, whose documented disputes elsewhere in the world are part of the picture.

I work in Finnish and English. How we collaborate is agreed based on the assignment and location.

Location
Luosto, Sodankylä, Lapland
Languages
Finnish, English
Consulting
Since 2005
LinkedIn profile Ei Sakattia campaign on Instagram Campaign page: No Sakatti mine

Short practical questions

What kind of assignments can I contact you about?

Tourism operations management, service development, partnerships, and designing AI-assisted workflows and services.

Can we start with something small?

Yes. The work can be scoped to, for example, an assessment, an action plan or a single pilot.

Can we work in English?

Yes. Finnish and English are my working languages.

How is pricing determined?

Pricing is agreed based on the goal, scope, responsibilities and delivery model.

Contact

Tell me what you want to improve.

Briefly describe your business and the main challenge you want to address. We can use that as the starting point for discussing a suitable scope of work.

Email

tuomas@guidara.ai

WhatsApp

+41 78 704 66 67I reply on WhatsApp
LinkedIn ↗

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