вариант 1 - с сайта отеля с первой странички гугла:
"Viru" (which means Estonia in Finnish
вариант 2:
The name Viru probably has Finnic roots (e.g., Finnish language vireä means "vivacious", "lively"). According to an alternative hypothesis the word Viru may have originated from Baltic languages with the meaning 'man' (cf. English word virile).
http://en.wikipedia.org/wiki/Virumaaвариант 3:
The name Viru is very deep-rooted in the Estonian consciousness. Virland is mentioned in various Icelandic sagas, Viro is Finnish for Estonia, and Finnish vireä means lively, vivacious, hale and hearty, etc., so it may well have originated from self-designation as "true/real beings/people" (as opposed to the next-door neighbours) or, going further back, the Finno-Ugric proto word for "live", "life", *elä (questionably related to the Etruscan "vital", "lively", ala), cf. too, Hungarian elev-en, "lively".
http://wikimapia.org/street/47561/Viru-v%C3%A4ljakдля нечитающих на аглицком: "имеет финские корни"
что, кстати, объясняет таинственное поведение эстонцев Ж-)))))