ABOUT MOST
MOST — The Digital Guide to Estonia
MOST is not a directory. It's a city ecosystem — one platform that brings together restaurants, accommodation, SPA, local services, shops, events, and an AI assistant, all built around a single account and a single purpose: making it easier to discover, use, and support what your city actually offers.
Tourists use it to plan a visit without opening a dozen separate websites. Residents use it to find what's open, what's new, and what's happening this weekend. Local businesses use it to be found by both — with one profile they control, instead of five different listings scattered across the internet.
Why MOST exists
Anyone who has tried to plan a short trip to a mid-sized coastal town knows the pattern: one site for restaurant reviews, another for booking a room, a municipal page for events, a handful of business Facebook pages with outdated opening hours, and no single place that ties any of it together — a pattern that repeats in city after city, even when the destination itself is genuinely good, described across dozens of disconnected sources that don't talk to each other.
MOST was built to close that gap for one specific city, rather than trying to be a global platform that knows a little about everywhere and not much about anywhere. Every restaurant, guesthouse, spa, shop, and service listed here is entered and kept up to date by a real local business owner through their own dashboard — not scraped, not guessed, and not left to go stale.
One ecosystem, every city
MOST isn't built around a single city — it's the same digital ecosystem, rebuilt for each city it launches in: Tallinn, Pärnu, Tartu, Viljandi and Kuressaare today, with more to follow. Inside whichever city you're browsing, MOST works as that city's own digital heart — the same real listings, the same one account, just scoped to wherever you actually are.
Who MOST is for
Everyone in a MOST city — as a visitor, a resident, or a business — has a reason to use MOST.
Tourists
Plan a visit around real, current listings — restaurants, places to stay, spa treatments, and what's actually on this week — without switching between a dozen different websites.
Residents
Find what's new, what's open right now, and what's happening around the city — from a weekend market to an evening out — without relying on word of mouth alone.
Restaurants
Reach visitors and locals from one profile you control — photos, hours, cuisine, and dietary tags — kept accurate because you're the one editing it.
Guesthouses
Show up in your city's accommodation catalogue with real amenities, a mapped location, and honest pricing — not a listing someone else maintains for you.
SPA
Be part of a searchable, filterable SPA presence alongside every other treatment centre in your city.
Shops
Give local retail — from independent boutiques to specialty stores — the same online visibility the big chains already have.
Local Services
List real pricing, duration, and booking method for services that don't fit a restaurant or hotel model — from guided tours to repairs.
One ecosystem, one account
Every part of MOST is connected by the same identity and the same design — not a set of separate microsites glued together after the fact.
Restaurants
Real, owner-managed listings with search, filtering, and an interactive map.
Accommodation
Guesthouses and small hotels with geocoded locations and honest amenity lists.
SPA
SPA businesses in one searchable catalogue.
Services
Local services with real pricing and booking details, not generic listings.
Shops
Independent and specialty retail, discoverable the same way the larger catalogues are.
Events
A public, moderated events calendar anyone can submit to, from festivals to family activities.
AI Guide
An AI-assisted guide that answers real visitor questions, growing toward fuller recommendations over time.
One email, one 6-digit code, one account — across every part of MOST above.
Security & trust
MOST is built passwordless and privacy-conscious from the ground up, not as an afterthought.
No passwords, ever
Signing in uses a one-time 6-digit code sent to your email — there's no password to choose, remember, reuse, or have leaked in a breach anywhere else.
One account, minimal footprint
The same MOST identity works everywhere on the platform. We don't ask for more information than a given feature genuinely needs.
GDPR by design
Data handling follows GDPR principles: you can see what's stored about you, and delete your account and its data yourself, at any time, from Account Settings.
Verified, owner-managed businesses
Every business listing is created and maintained by the business itself through an authenticated dashboard — not imported, not anonymous, and not editable by anyone else.
Transparent, not silent
Where something isn't finished yet — real payment billing, for example — we say so plainly rather than presenting a feature that doesn't fully work.
How MOST works
The flow is intentionally simple — no technical knowledge required.
- 1
Visit MOST
Browse restaurants, accommodation, spa, shops, services, and events without ever needing an account.
- 2
Log in with your email
When you want to save something, join a discussion, or list a business, enter your email address — nothing else.
- 3
Receive a 6-digit code
A one-time code arrives by email within moments. Enter it, and you're signed in — no password was ever created.
- 4
Use your MOST account
Save favourites or open a business profile — all from the same identity.
- 5
Ask MOST anything
Use the built-in assistant for quick answers, including real emergency information when it matters most.
Benefits for local businesses
MOST improves how your business is discovered inside the platform. We're careful not to overstate that: we do not promise, and cannot guarantee, any improvement to your ranking on Google or any other search engine — what we can genuinely offer is described below.
Restaurants
A dedicated profile with cuisine, dietary, and feature tags, real photos, and honest working hours — surfaced in search, filters, and the homepage's live picks based on genuinely open-now status, not paid placement.
Guesthouses
A map-based listing with real amenities and a geocoded location, so a search for 'near the beach' or 'with sauna' finds you on merit, not on how much you spend.
SPA
Visibility alongside every other treatment centre in the city, with the filters wellness travellers actually use — treatment type, price tier, and location.
Local Services
Real pricing, duration, and booking method shown directly on your card — fewer wasted enquiries from people who didn't know your rate or availability.
Shops
The same catalogue, search, and map infrastructure the larger categories get — retail that has historically had little dedicated online presence at all.
A professional profile and basic analytics, included
Your dashboard gives you a profile that looks as professional as the businesses around you, plus built-in performance analytics — no separate website required to be found.
Explore by category
Jump straight to any part of the MOST ecosystem.
Frequently asked questions
What is MOST?
MOST is a digital ecosystem for cities across Estonia that combines restaurants, accommodation, spa, shops, local services, events, and an AI assistant into one platform, under one account.
Is MOST free to use?
Yes. Browsing every catalogue and using the events calendar are completely free. Business owners can list on a free tier or choose a paid plan for more listings — see 'For Business' for current pricing.
How do I register?
There's no separate registration step for browsing. To save favourites or list a business, just enter your email where prompted and verify the code that's sent to you — that creates your account automatically.
How does the one-time code login work?
Enter your email address, and a 6-digit code arrives in your inbox within moments. Enter that code and you're signed in. There is no password at any point.
How do I create a business profile?
Go to 'For Business', sign up with your email, choose your business type, and you'll get access to a dashboard where you can build your listing — photos, hours, categories, and pricing.
Is my data safe?
MOST doesn't store passwords at all, uses a short-lived browser session rather than a permanent login, and follows GDPR principles for the data it does hold. See our Privacy Policy for full detail.
How do I delete my account?
Go to Account Settings and choose to delete your account. This requires a fresh verification code as a safety step, and removes your account and its associated data.
How are businesses verified?
Every business listing is created and managed directly by its owner through an authenticated dashboard tied to their own MOST account — there's no anonymous or third-party editing of another business's listing.
Does listing on MOST improve my Google ranking?
We don't promise that, and you should be skeptical of any platform that does. What MOST offers is better discovery inside the MOST ecosystem itself — search, filters, maps, and recommendations used by people already looking for what you offer.
Can I use MOST without creating an account?
Yes — every catalogue and the events calendar are all browsable with no account at all. An account is only needed to save, post, or list something.
Contact MOST
Different topics reach different inboxes — pick the one that fits, or visit our full Contacts page for more detail.
General support
support@most.eePrivacy
privacy@most.eeBusiness & listings
business@most.eePartnerships
partnerships@most.eePress
press@most.eeMOST in numbers
Live counts from the MOST platform itself — no estimates.
3
Local businesses
3
Restaurants
0
Guesthouses
0
Shops
0
SPA
0
Local services
0
Published events