{"id":24292,"date":"2025-12-15T18:05:47","date_gmt":"2025-12-15T15:05:47","guid":{"rendered":"https:\/\/www.kvarken.org\/?p=24292"},"modified":"2025-12-15T18:23:42","modified_gmt":"2025-12-15T15:23:42","slug":"out-of-the-mainstream-rich-in-authenticity","status":"publish","type":"post","link":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/","title":{"rendered":"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route"},"content":{"rendered":"<h1>\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route<\/h1>\n<p><em>At the final seminar in Oulu, international tour operators were very clear: the Bothnian Coastal Route is no longer just an idea on paper. It is a real alternative to mainstream Nordic destinations \u2013 especially for travellers who look for authenticity, value for money and cross-border experiences in both Finland and Sweden.<\/em><\/p>\n<div id=\"attachment_24205\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><img decoding=\"async\" aria-describedby=\"caption-attachment-24205\" class=\"wp-image-24205 size-large\" src=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01732-2-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01732-2-980x653.jpg 980w, https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01732-2-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><p id=\"caption-attachment-24205\" class=\"wp-caption-text\">Claudio P Nielsen from Delta of Scandinavia emphasised that the region \u201calready has what it takes\u201d to attract international travellers.<\/p><\/div>\n<p>&nbsp;<\/p>\n<h2>A DMC\u2019s conclusion: \u201cYou already have what it takes\u201d<\/h2>\n<p>Vice President Claudio P Nielsen from Delta of Scandinavia was invited to share a Destination Management Company (wholesaler) perspective. His company has worked in the Nordics since 1981 and today ranks among the top DMCs in Scandinavia, with strong markets in the US, Italy, Spain, Australia and South America.<\/p>\n<p>When Delta of Scandinavia first discovered the Bothnian Coastal Route project via a meeting with Bothnian Coastal Route at the Matka fair 2025, the reaction was immediate:<\/p>\n<p><em>\u201cThere was the first boom \u2013 they are doing this! This is a very powerful tool that we could use,<\/em>\u201d Claudio recalled, referring to the Bothnian Coastal Route marketing website and joint marketing materials.<\/p>\n<p>On a familiarisation trip around the route in March 2025, he says he \u201cfell in love\u201d with what he saw \u2013 both personally and professionally. From a product point of view, his checklist was straightforward:<\/p>\n<ul>\n<li>Accommodation: \u201cWherever I went, there were a lot of options \u2013 that\u2019s very important.\u201d<\/li>\n<li>Activities: \u201cI\u2019ve done activities here that I cannot find anywhere else in the Nordics.\u201d<\/li>\n<li>Transport: \u201cIt\u2019s all there, including Wasaline\u2019s ferry that combines the two countries in a beautiful way.\u201d<\/li>\n<\/ul>\n<p>His conclusion was clear:<\/p>\n<p>\u201cMany destinations want tourists, but don\u2019t have what it takes to get them. <em>You<\/em> already have what it takes. It\u2019s just a matter of going out to the market and fishing for the right people.\u201d<\/p>\n<p>Claudio also stressed that the route is competitive on price and value for money, compared with larger and heavily marketed hotspots, where hotel prices have increased sharply in recent years.<\/p>\n<p>&nbsp;<\/p>\n<h2>Luxury travellers are not asking for limousines<\/h2>\n<p>Delta of Scandinavia works extensively with luxury travel consortia in North America. According to Claudio, this segment fits the Bothnian Coastal Route much better than many local actors might think.<\/p>\n<p>Luxury clients may spend 20\u201330,000 euros for a week for two people, but what they really look for are authentic, personal experiences, not limousines and white-glove service.<\/p>\n<p>As Claudio put it:<\/p>\n<p>\u201cWhat they want is authentic experiences for themselves. Having two wealthy people visiting a reindeer farm outside Ume\u00e5, with a farmer who is as authentic as you can get \u2013 <em>that<\/em> is what they are looking for.\u201d<\/p>\n<p>The message to the region was simple:<\/p>\n<p>\u201cDon\u2019t be afraid of the luxury segment \u2013 you have everything it takes.\u201d<\/p>\n<p>&nbsp;<\/p>\n<h2>Slow travel and tailor-made trips: a perfect match<\/h2>\n<p>From Belgium, Emma Stabel represented Noorderhuis. Her company, a tour operator that focuses on slow, sustainable travel and tailor-made trips for individual travel and small groups, with strong local expertise in the Nordic countries, Greenland and the Faroe Islands.<\/p>\n<p>One of the tour Operators working closely with the project, Noorderhuis quickly recognised that the destination \u201cfit the DNA\u201d of their brand. They were looking for alternatives to places that suffer from over-tourism \u2013 and wanted to offer something \u201cless known but with just as much to offer\u201d in both Sweden and Finland.<\/p>\n<p>Emma highlighted how much the team relied on the Bothnian Coastal Route online toolbox when they designed their 15-day roundtrip \u201cRoad trip alongside the hidden coastal route of Sweden and Finland\u201d:<\/p>\n<p><em>\u201cThe Bothnian Coastal Route planning tool was extremely helpful. It made it much easier to see photos, understand what each accommodation and activity partner offered, and select the right partners for our clients.\u201d<\/em><\/p>\n<p>The company now sells the route to two main target groups:<\/p>\n<ul>\n<li>Couples looking for nature, culture and good food in a peaceful atmosphere<\/li>\n<li>Families who want diverse soft-adventure activities and wildlife, without the crowds<\/li>\n<\/ul>\n<p>Feedback from Noorderhuis customers has been very positive. Travellers appreciate the balance between nature and culture, the feeling of discovering a lesser-known area and the absence of mass tourism. Some even asked for an even slower itinerary, with one week on the Swedish side and one week on the Finnish side, using one hub on each shore.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_24211\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><img decoding=\"async\" aria-describedby=\"caption-attachment-24211\" class=\"wp-image-24211 size-large\" src=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01763-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01763-980x653.jpg 980w, https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01763-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><p id=\"caption-attachment-24211\" class=\"wp-caption-text\">Emma Stabel from Noorderhuis highlighted how the BCR toolbox supported product development for their 15-day cross-border roundtrip.<\/p><\/div>\n<p>&nbsp;<\/p>\n<h2>What needs to improve?<\/h2>\n<p>Both Claudio and Emma praised the responsiveness and flexibility of the project team and local SME-partners during product development. Quick answers, openness to adjust products for specific markets and clear information were described as \u201ca dream for a DMC\u201d.<\/p>\n<p>At the same time, the tour operators also pointed to a few areas that still need work:<\/p>\n<ul>\n<li>Timely contracts and net rates. Some partners were not yet used to working with international tour operators:<\/li>\n<\/ul>\n<p>\u201cSometimes it took quite long to get net rates or contracts. We cannot launch a product if we don\u2019t know the price.\u201d<\/p>\n<ul>\n<li>English-language visitor information. Several Flemish guests struggled when signs and interpretation were only available in Finnish or Swedish. More English materials would make the region easier to sell.<\/li>\n<li>Flight connections, especially for European markets such as Spain and Italy, still create friction when combining both shores into one itinerary.<\/li>\n<\/ul>\n<p>In the morning session, Corinna Windisch, co-founder of Fjordkind Reisen, highlighted that their family customers increasingly seek peaceful, authentic and lesser-known destinations \u2013 and that the cross-border Bothnian Coastal Route offers exactly the kind of coherent regional experience they look for. Her message matched what Claudio and Emma later confirmed from their own markets:<\/p>\n<p>The Bothnian Coastal Route can position itself as \u201cout of the mainstream, rich in authenticity, and shared between Finland and Sweden\u201d.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-24244\" src=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01838-kopia-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01838-kopia-980x653.jpg 980w, https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01838-kopia-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-24241\" src=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01834-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01834-980x653.jpg 980w, https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01834-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/p>\n<div id=\"attachment_24238\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><img decoding=\"async\" aria-describedby=\"caption-attachment-24238\" class=\"wp-image-24238 size-large\" src=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01826-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01826-980x653.jpg 980w, https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01826-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><p id=\"caption-attachment-24238\" class=\"wp-caption-text\">The seminar brought together project partners, companies and travel trade representatives to reflect on project results and future opportunities.<\/p><\/div>\n<p>&nbsp;<\/p>\n<p><strong><em>Visitors, locals and the international travel trade can explore the route through the project\u2019s marketing website bothniancoastalroute.com, which features places to visit, regional films and practical tools for planning a trip. The project\u2019s achievements can also be viewed in the\u00a0<a href=\"https:\/\/youtu.be\/ktUWd1Kbwdg\">BCR results film (LINK)<\/a> and on <a href=\"https:\/\/www.kvarken.org\/en\/project\/bothnian-coastal-route\/\">kvarken.org<\/a>.<\/em><\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3><\/h3>\n<h3><em><b>Briefly about Bothnian Coastal Route (BCR)<\/b><\/em><\/h3>\n<p><em>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 \u2013 and to stay longer in the region.<\/em><\/p>\n<p><em>Read more about the project <u><a href=\"https:\/\/www.kvarken.org\/en\/project\/bothnian-coastal-route\/\" data-outlook-id=\"5811ed8d-d5b6-46f7-aaa2-dd1851fdb9b5\">HERE<\/a><\/u>\u00a0kvarken.org\/en\/project\/bothnian-coastal-route\/<\/em><\/p>\n<p><em>Discover the marketing webpage: <u><a href=\"https:\/\/www.bothniancoastalroute.com\/\" data-outlook-id=\"a08a56b9-4413-4036-a3d9-6b7907a6223d\">www.bothniancoastalroute.com<\/a><\/u><\/em><\/p>\n<p><em>Project period: 1.1.2023\u201331.12.2025<\/em><\/p>\n<p><em>Project partners:<\/em><\/p>\n<p><em>Kvarken Council EGTC (lead partner and coordinating beneficiary), City of Kalajoki, Lule\u00e5 Business Region AB and Lule\u00e5 Municipality, City of Oulu\/BusinessOulu, Vaasa Region Development Company VASEK, Visit Skellefte\u00e5 AB, and Visit Ume\u00e5 AB.<\/em><\/p>\n<p><em>Financiers:<\/em><\/p>\n<p><em>Interreg Aurora, Regional Council of Lapland, Region V\u00e4sterbotten, Kvarken Council EGTC, Ume\u00e5 Municipality, Vaasa Region Development Company VASEK, City of Kalajoki, Lule\u00e5 Business Region AB and Lule\u00e5 Municipality, City of Oulu\/BusinessOulu, Visit Skellefte\u00e5 AB, City of Vaasa, Kokkola Tourism Ltd, Municipality of Haparanda for Haparanda\/Tornio, Bothnian Arc, City of Jakobstad, Pite\u00e5 Municipality, Kemi Tourism Ltd, NLC Ferry Ab Oy.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><em><img decoding=\"async\" class=\"alignleft wp-image-16002\" src=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2023\/01\/cropped-AURORA-RGB-Color-1.png\" alt=\"\" width=\"600\" height=\"136\" \/><\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the final seminar in Oulu, international tour operators were very clear: the Bothnian Coastal Route is no longer just an idea on paper. It is a real alternative to mainstream Nordic destinations \u2013 especially for travellers who look for authenticity, value for money and cross-border experiences in both Finland and Sweden.<\/p>\n","protected":false},"author":5,"featured_media":24233,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[12],"tags":[],"amnen":[95,118,96],"class_list":["post-24292","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","amnen-cooperation-structures","amnen-networks","amnen-tourism"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route - Kvarkenr\u00e5det<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route - Kvarkenr\u00e5det\" \/>\n<meta property=\"og:description\" content=\"At the final seminar in Oulu, international tour operators were very clear: the Bothnian Coastal Route is no longer just an idea on paper. It is a real alternative to mainstream Nordic destinations \u2013 especially for travellers who look for authenticity, value for money and cross-border experiences in both Finland and Sweden.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/\" \/>\n<meta property=\"og:site_name\" content=\"Kvarkenr\u00e5det\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-15T15:05:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-15T15:23:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01821-kopia-1024x683.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"johanna_kvarken\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"johanna_kvarken\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/\"},\"author\":{\"name\":\"johanna_kvarken\",\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/#\\\/schema\\\/person\\\/a3c3f8bad7148ea67cff584ed1b3f1e2\"},\"headline\":\"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route\",\"datePublished\":\"2025-12-15T15:05:47+00:00\",\"dateModified\":\"2025-12-15T15:23:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/\"},\"wordCount\":1275,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.kvarken.org\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/DSC01821-kopia.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/\",\"url\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/\",\"name\":\"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route - Kvarkenr\u00e5det\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.kvarken.org\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/DSC01821-kopia.jpg\",\"datePublished\":\"2025-12-15T15:05:47+00:00\",\"dateModified\":\"2025-12-15T15:23:42+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/#\\\/schema\\\/person\\\/a3c3f8bad7148ea67cff584ed1b3f1e2\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.kvarken.org\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/DSC01821-kopia.jpg\",\"contentUrl\":\"https:\\\/\\\/www.kvarken.org\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/DSC01821-kopia.jpg\",\"width\":6000,\"height\":4000},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/out-of-the-mainstream-rich-in-authenticity\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Hem\",\"item\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/\",\"name\":\"Kvarkenr\u00e5det\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.kvarken.org\\\/en\\\/#\\\/schema\\\/person\\\/a3c3f8bad7148ea67cff584ed1b3f1e2\",\"name\":\"johanna_kvarken\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/47c65fbd7d5d363246bda56ee5b114e75c2d4727b75bd28a94072a1fe8d5f102?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/47c65fbd7d5d363246bda56ee5b114e75c2d4727b75bd28a94072a1fe8d5f102?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/47c65fbd7d5d363246bda56ee5b114e75c2d4727b75bd28a94072a1fe8d5f102?s=96&d=mm&r=g\",\"caption\":\"johanna_kvarken\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route - Kvarkenr\u00e5det","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/","og_locale":"en_US","og_type":"article","og_title":"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route - Kvarkenr\u00e5det","og_description":"At the final seminar in Oulu, international tour operators were very clear: the Bothnian Coastal Route is no longer just an idea on paper. It is a real alternative to mainstream Nordic destinations \u2013 especially for travellers who look for authenticity, value for money and cross-border experiences in both Finland and Sweden.","og_url":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/","og_site_name":"Kvarkenr\u00e5det","article_published_time":"2025-12-15T15:05:47+00:00","article_modified_time":"2025-12-15T15:23:42+00:00","og_image":[{"width":1024,"height":683,"url":"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01821-kopia-1024x683.jpg","type":"image\/jpeg"}],"author":"johanna_kvarken","twitter_card":"summary_large_image","twitter_misc":{"Written by":"johanna_kvarken","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/#article","isPartOf":{"@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/"},"author":{"name":"johanna_kvarken","@id":"https:\/\/www.kvarken.org\/en\/#\/schema\/person\/a3c3f8bad7148ea67cff584ed1b3f1e2"},"headline":"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route","datePublished":"2025-12-15T15:05:47+00:00","dateModified":"2025-12-15T15:23:42+00:00","mainEntityOfPage":{"@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/"},"wordCount":1275,"commentCount":0,"image":{"@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/#primaryimage"},"thumbnailUrl":"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01821-kopia.jpg","inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/","url":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/","name":"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route - Kvarkenr\u00e5det","isPartOf":{"@id":"https:\/\/www.kvarken.org\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/#primaryimage"},"image":{"@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/#primaryimage"},"thumbnailUrl":"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01821-kopia.jpg","datePublished":"2025-12-15T15:05:47+00:00","dateModified":"2025-12-15T15:23:42+00:00","author":{"@id":"https:\/\/www.kvarken.org\/en\/#\/schema\/person\/a3c3f8bad7148ea67cff584ed1b3f1e2"},"breadcrumb":{"@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/#primaryimage","url":"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01821-kopia.jpg","contentUrl":"https:\/\/www.kvarken.org\/wp-content\/uploads\/2025\/12\/DSC01821-kopia.jpg","width":6000,"height":4000},{"@type":"BreadcrumbList","@id":"https:\/\/www.kvarken.org\/en\/out-of-the-mainstream-rich-in-authenticity\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Hem","item":"https:\/\/www.kvarken.org\/en\/"},{"@type":"ListItem","position":2,"name":"\u201cOut of the mainstream, rich in authenticity\u201d \u2013 tour operators on the potential of the Bothnian Coastal Route"}]},{"@type":"WebSite","@id":"https:\/\/www.kvarken.org\/en\/#website","url":"https:\/\/www.kvarken.org\/en\/","name":"Kvarkenr\u00e5det","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.kvarken.org\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.kvarken.org\/en\/#\/schema\/person\/a3c3f8bad7148ea67cff584ed1b3f1e2","name":"johanna_kvarken","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/47c65fbd7d5d363246bda56ee5b114e75c2d4727b75bd28a94072a1fe8d5f102?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/47c65fbd7d5d363246bda56ee5b114e75c2d4727b75bd28a94072a1fe8d5f102?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/47c65fbd7d5d363246bda56ee5b114e75c2d4727b75bd28a94072a1fe8d5f102?s=96&d=mm&r=g","caption":"johanna_kvarken"}}]}},"_links":{"self":[{"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/posts\/24292","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/comments?post=24292"}],"version-history":[{"count":1,"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/posts\/24292\/revisions"}],"predecessor-version":[{"id":24301,"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/posts\/24292\/revisions\/24301"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/media\/24233"}],"wp:attachment":[{"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/media?parent=24292"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/categories?post=24292"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/tags?post=24292"},{"taxonomy":"amnen","embeddable":true,"href":"https:\/\/www.kvarken.org\/en\/wp-json\/wp\/v2\/amnen?post=24292"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}