Slow travel in northern rural landscapes - routes for leisure biking - STIL

In the post-COVID-19 situation, it is likely that we will see an increase in domestic tourism and cross-border tourism in the Nordic countries, since the tourists will be travelling increasingly to the nearby destinations instead of long distance travelling. Thus, the importance of Nordic proximity tourism - a form of tourism that emphasises local destinations, short distances and lower-carbon modes of transportation) - will be highlighted. In addition, tourism trends show that tourists request for activities while travelling is increasing.

Ageing and urbanization of the population has its effects on nature-based tourism demand. It has also been expected that travel close to home is increasing as well as `accessible adventure" meaning activity which includes physical activity, cultural exchange and engagement with nature. These trends together with the need to enhance summer tourism in the north, especially in Finland and Sweden, and to create more sustainable and carbon neutral tourism modes due to climate change, form the societal need for this project.

Traditional wilderness hiking has its enthusiasts but the popularity of softer adventures is increasing and products for that are needed. Northern Europe mainly lacks tourist routes and products that allow a traveller to experience nature and travel on their own with muscular effort (biking and hiking) and at the same time have a possibility for luggage transportation and staying overnight between sheets. The project is proposing a required knowledge base for cross border cooperation on biking routes for leisure cyclists in the north. Little has been done to facilitate this in general and specially in a cross border perspective. The project would benefit especially rural villages with some tourism supply, be it more established accommodation or Airbnb supply. Also the routes could include possibilities to enjoy local life by offering programs related to food, culture or other local features. In this pilot project three to four routes will be selected not only looking at the existing suitable road connections but also by offerings that the areas have in regard to nature and culture.

The project aims, firstly, at 1) mapping the suitable routes for cycling with the possibility to short hikes. At the first stage the focus will be on biking routes. Suitability of the route is related to the characteristics of roads (not too busy), to the supply of accommodation, shops and restaurants at appropriate intervals and the interests and enthusiasm of the entrepreneurs along the route. Thus, workshops and training of cyclists' needs will be provided to the entrepreneurs. Secondly, the task is 2) to create a network of businesses on the routes and, thirdly, to make 3) the ground work for connecting to already established and easily discoverable websites and to make plans for other marketing actions of the routes.