From Sustainable Timber Architecture to Rapids, Moose and Chocolate
During the second Bothnian Coastal Route FAM Trip, held from 12–15 September 2025, tour operators from Germany and Switzerland explored the northern section of the route together with NordicMarketing. Following the first fam trip in May, which focused on the southern part, this itinerary took participants from Skellefteå via Luleå and Haparanda to Oulu, offering fresh experiences, inspiring encounters and new ideas for sustainable travel products.
Wooden architecture and adventure in Skellefteå
The tour began with a warm welcome from Bo Wikström of Visit Skellefteå, highlighting the region’s diverse tourism offering from the very start. One of the first highlights was The Wood Hotel, one of the world's tallest timber buildings, combining sustainable architecture with contemporary comfort. Participants also learned about the experiences offered by Skellefteå Adventure Park, showcasing activities that provide excellent opportunities for both FITs and group travel.
The day concluded with a welcome dinner at Restaurant Mandel, offering plenty of time for the first networking discussions.
The following morning, a visit to the adjacent Sara Cultural Centre further demonstrated how architecture, culture and sustainability come together in one remarkable destination.
Luleå – UNESCO World Heritage and wildlife encounters
Luleå offered a series of memorable experiences, starting with a guided tour of the UNESCO World Heritage Site Gammelstad Church Town. Participants also discovered the experiences offered by Norrklang, including traditional baking and forest bathing at the Hägnan Open-Air Museum. A visit to Cape Wild provided the opportunity to meet moose up close – although the reindeer decided not to make an appearance 😄.
During lunch at Restaurant Friends, Karin Åberg, BCR host for the Luleå region from Luleå Business Region, shared valuable insights into the destination and its tourism potential.
The day ended with some relaxation in the wellness area of Clarion Hotel Sense, followed by dinner at Restaurant CG.
A sweet farewell in Oulu
The final day ended on a delicious note with a visit to Chocolate manufactory Chocosomnia, where participants took part in a hands-on chocolate-making workshop. The homemade treats made perfect souvenirs – although some of them didn’t last very long 😉.
After lunch at Hotel Lasaretti, it was time to say goodbye, taking home plenty of new impressions, valuable connections and fresh inspiration for future travel products along the Bothnian Coastal Route.
Conclusion: valuable inspiration for travel trade
This FAM trip clearly demonstrated how nature, culture and gastronomy along the Bothnian Coastal Route can be combined to create authentic and sustainable travel experiences. For tour operators, the route offers excellent opportunities to develop unique cross-border itineraries that showcase lesser-known destinations beyond the traditional tourist hotspots.
A big thank you goes to all our partners in Sweden and Finland, whose hospitality, dedication and enthusiasm made this FAM trip such a memorable experience.
FAM Trips with NordicMarketing
NordicMarketing organizes fam trips in cooperation with partners from Finland, Sweden, or Norway. Participation is exclusively for selected tour operators from Germany, Switzerland, Austria, the Netherlands, or Belgium who already include the Nordic countries in their portfolio or plan to do so in the future.
More information about our fam trips can be found here:
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