The objective of the Interreg Aurora funded project Bothnian Coastal Tourism is to strengthen the Bothnian Coastal region as a coherent, visitor-ready and regenerative cross-border destination. The project addresses shared challenges identified in the earlier Interreg Aurora funded project Bothnian Coastal Route work, including low end consumer awareness, uneven SME capabilities, fragmented storytelling and the need for practical implementation of regenerative tourism.
By improving B2C readiness, developing new markets and harmonizing standards across the enlarged geography – including Västernorrland and Kristinestad – the project increases visibility,
competitiveness and year-round travel. SMEs gain concrete skills in AI, digitalization, pricing, sustainability and product development, responding directly to needs expressed in earlier consultations. The project embeds longterm cooperation among DMOs, ensuring that tools, narratives and digital platforms continue to evolve after project completion.
Contact Sarah Väre, Project Manager, Kvarken Council EGTC, sarah.vare@kvarken.org
