From May 16–19, 2025, tour operators from Germany and Belgium joined NordicMarketing on an inspiring journey along the Bothnian Coastal Route – a cross-border tour through the coastal regions of Western Finland and Northern Sweden. The trip provided authentic insights into local culture and nature, while also leaving room for personal encounters, conversations with hosts, and new product ideas for sustainable tourism.
Upon arrival at Oulu Airport, we were welcomed by Jaana Sirkiä, BCR host for Kalajoki. From there, the group continued to Kalajoki, known for its long sandy beaches and active nature experiences. Lunch at Restaurant Lokkilinna offered the first opportunity to connect.
The afternoon program included a canoe tour in the archipelago with Safaritalo, a visit to the adventure park Pakka featuring a thrilling mega zipline ride, and explorations of Kalajoki’s old town Plassi and the Iso-Pahkala pottery. In the evening, the group enjoyed local craft beer tasting at Pub Sandy Kelt followed by dinner at Restaurant Välke. From the balconies of Santa’s Resort & Hotel Sani, the accommodation for the night, a stunning sunset over the sea rounded off the first day.
Saturday began with a stroll through the old wooden town of Neristan in Kokkola, where BCR host Peter Källberg (Vaasa region) and Teea Pietilä from Visit Kokkola greeted the group. The next stop was Kalles Inn Resort in the Kvarken Archipelago – a highlight for its close-to-nature setting and exclusive glasshouse accommodations with direct access to the sea.
Over a freshly prepared fish soup with smoked flavors and seasonal vegetables, participants enjoyed an excellent lunch before continuing to Vaasa. After check-in at Original Sokos Hotel Royal, there was time for personal talks about the hotel and the Wasaline ferry Aurora Botnia.
The evening brought another highlight: Wästinn, a charming accommodation directly in the archipelago about 50 km north of Vaasa. After dinner, participants tried two unique saunas: a rare malt sauna and a traditional wood-heated sauna. A chilly dip in the sea (around 8°C) provided the perfect refreshment.
Early Sunday morning, the group boarded the Wasaline ferry for the crossing to Sweden, including breakfast on board. In Umeå – the city of birches – the group was welcomed by BCR host Erja Back and Karl Frykholm from Visit Umeå.
Highlights of the day included a riverside walk along the Umeälven, a visit to Bildmuseet, a cultural stop at Västerbottens Museum with a typical Swedish fika, and a nature excursion to Arboretum Norr – a 16-hectare botanical garden showcasing native plants. In the evening, the group visited Umedalen Sculpture Park before spending the night at the centrally located U&Me Hotel with views over the Umeälven.
Before heading back to the airport, one last memorable stop awaited: Tavelsjö Reindeer Farm by Jon Krista. Participants learned about reindeer, sustainable herding, and tasted reindeer meat and campfire coffee in a traditional Sámi-style kåta.
The visit also included a short introduction to Granö Beckasin, an eco-lodge nearby known for its unique treehouse “bird nest” accommodations. With many impressions, new ideas, and valuable contacts, the group finally said goodbye to the Bothnian Coastal Route.
This FAM Trip once again demonstrated the appeal of combining Finland and Sweden – especially for travelers seeking genuine experiences beyond the mainstream.
The Bothnian Coastal Route uniquely links the coastal regions of both countries around the Gulf of Bothnia – from the sandy beaches of Kalajoki and the UNESCO World Heritage Kvarken Archipelago to the creative university city of Umeå. It’s a route that blends nature, culture, cuisine, and sustainability – ideal for round trips, slow travel, and curious guests eager to dive deeper.
A heartfelt thank-you goes to all partners on both sides of the sea for making this journey possible with their dedication and passion!
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: