The Bothnian Coastal Route is the outcome of a multi-year collaboration between destinations in Sweden and Finland working together under the coordination of the Kvarken Council EGTC. Over several years, partners tested ideas on-site, improved visitor experiences and created new cross-border travel concepts. The project focused on the important question: what happens when destinations jointly experiment, learn and develop? The answer is a new, unified Nordic region built on shared identity, culture and coastlines.

Across the project, Swedish and Finnish destinations co-developed travel products, curated thematic itineraries and highlighted local food, cultural heritage and nature-based experiences. The work was deeply collaborative, involving more than 310 small and medium-sized companies that contributed their expertise, services and local perspectives. Their involvement ensured that the route reflects authentic local identity and supports regional business ecosystems.

Practical activities included educational tours, cross-border study trips, culinary mapping of local food traditions, sustainability coaching for businesses, and even AI-focused webinars aimed at strengthening digital skills in the tourism sector. The project also produced shared tools for marketing the region, helping Sweden and Finland jointly promote the Bothnian Coast as a single, coherent travel destination.

The Bothnian Coastal Route presents a new way to explore the northern coastline of the Baltic Sea — stretching from the Swedish regions of Västerbotten, Norrbotten and Haparanda/Tornio to Finnish destinations including Oulu, Kokkola, Vaasa and the surrounding areas. The result is a cross-border travel corridor where visitors can follow the sea, discover coastal towns, enjoy nature and engage with shared Nordic culture while moving seamlessly between the two countries.

For European tourism, this initiative represents a strong example of cross-regional cooperation, sustainable destination development and the power of joint branding. At a time when travellers are seeking slow travel, authentic culture, nature-rich experiences and sustainable mobility, the Bothnian Coastal Route offers a model of how regions can collaborate to create meaningful, low-impact tourism opportunities.

Information about the project, partners and financiers: https://bothniancoastalroute.com/about-us/ 

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