Estonia doesn't have to struggle to find a point of difference; it's completely unique. It shares a similar geography and history with Latvia and Lithuania, but culturally it's distinct. Its closest ethnic and linguistic buddy is Finland, though 50 years of Soviet rule in Estonia have separated the two. For the last 300 years Estonia has been linked to Russia, but the two states have as much in common as a barn swallow and a bear (their respective national symbols).
These are the top experiences and sights in Estonia, according to Lonely Planet.