From Idea to Itinerary – Bothnian Coastal Route becomes a Nordic cross-border destination
The Bothnian Coastal Route project reached its finale in Oulu on 26 November, where partners, companies and international travel trade representatives gathered to review three years of cross-border collaboration between Finland and Sweden. The day highlighted both the achievements and the growing potential of the region as a joint Nordic destination.
Project Manager Marianne Sjöström opened the final seminar in Oulu by reflecting on the three-year journey behind the Bothnian Coastal Route.
When Project Manager Marianne Sjöström looked back at the Bothnian Coastal Route journey in Oulu, she described standing there with “mixed feelings” – proud of what had been built, but also a little melancholic that the project period is now coming to an end.
Four and a half years earlier, partners around the Bothnian Bay coast in Finland and Sweden started drafting a bold application to the new Interreg Aurora programme. The goal was ambitious: to create awareness of the Bothnian Coastal Route as an attractive travel route for visitors and locals and provide a sound basis for growth and sustainable tourism.
The idea was simple but powerful. Six core partners, plus the lead partner, would connect their destinations into a round trip across two countries tied together by the Wasaline ferry across the Kvarken strait, a daily connection that enables a seamless cross-border round trip between Sweden and Finland. Interest grew quickly:
“The interest among destinations along the route to participate exceeded our expectations,” Marianne recalled. Today, 13 destinations in both Finland and Sweden are part of the shared Bothnian Coastal Route destination.
Project partners from Finland and Sweden built the Bothnian Coastal Route into a joint Nordic destination spanning 13 destinations along the Bothnian Bay.
From the start, the project was built around strong destination expertise and practical experience from the travel trade. That combination made a difference. Tourism companies and public actors worked side by side with international partners to build a cooperation structure that would lead to concrete, bookable products and long-term business potential for the region.
After three years of implementation, Marianne can honestly say that the team has done what they set out to do. The project has:
- created a new cross-border destination brand around the Bothnian Bay
- built a practical B2B travel trade toolbox and marketing platform at bothniancoastalroute.com
- and delivered concrete results in the form of new roundtrips and bookings from key European markets.
“We are well prepared for the future by the achievements and the groundwork done by the project,” she underlined. An exit plan spells out how partners will take care of the results and continue to develop the route also after the project ends.
As Marianne summed it up in Oulu, the project has laid the foundation for a joint Nordic destination with strong growth potential on the European market – a destination built together on both sides of the Bothnian Bay.
Visitors, locals and the international travel trade can explore the route through the project’s marketing website bothniancoastalroute.com, which features places to visit, regional films and practical tools for planning a trip. The project’s achievements can also be viewed in the BCR results film (LINK) and on kvarken.org.
The project’s B2B toolbox and marketing platform at bothniancoastalroute.com now support continued development after the project has ended.
Briefly about Bothnian Coastal Route (BCR)
The purpose of the project is to make the coastline of northern Finland and Sweden a well-known destination with its unique nature and cultural heritage. Through joint marketing, the development of new travel packages, and investments in sustainability, the project has created conditions for more travelers to discover the entire coast – and to stay longer in the region.
Read more about the project HERE kvarken.org/en/project/bothnian-coastal-route/
Discover the marketing webpage: www.bothniancoastalroute.com
Project period: 1.1.2023–31.12.2025
Project partners:
Kvarken Council EGTC (lead partner and coordinating beneficiary), City of Kalajoki, Luleå Business Region AB and Luleå Municipality, City of Oulu/BusinessOulu, Vaasa Region Development Company VASEK, Visit Skellefteå AB, and Visit Umeå AB.
Financiers:
Interreg Aurora, Regional Council of Lapland, Region Västerbotten, Kvarken Council EGTC, Umeå Municipality, Vaasa Region Development Company VASEK, City of Kalajoki, Luleå Business Region AB and Luleå Municipality, City of Oulu/BusinessOulu, Visit Skellefteå AB, City of Vaasa, Kokkola Tourism Ltd, Municipality of Haparanda for Haparanda/Tornio, Bothnian Arc, City of Jakobstad, Piteå Municipality, Kemi Tourism Ltd, NLC Ferry Ab Oy.
