Päijät-Häme for Cycling Tourists Project

By project ACTIVE ID

Published on 15 May 2025

Finland

Etelä-Suomi

About this good practice

The project strengthened the vitality of businesses related to ecological mobility and local tourism, and created new business opportunities by enhancing customer understanding in bicycle tourism, developing new theme-based products and services, and increasing the visibility of regional routes and services in Päijät-Häme. Additionally, networking and collaboration among various regional actors were improved. As a result of these actions, one new company was also established.

The development of customer understanding provided valuable insights for local businesses and regional stakeholders to utilize in the development and marketing of products and services. Product type testing offered local companies important information about the characteristics of a good bicycle tourism service product across different service categories. The "mystery cycling" activity, which involved testing routes from different municipalities, provided especially valuable insights into the needs and perspectives of cycling customers. The project also included organizing the Salpausselkä Bikefest event in collaboration with local businesses.

The key stakeholders were local businesses, the Regional sports association (PHLU), and the service ecosystem that developed around the theme. Although the project’s goals and actions were designed to serve businesses, it also benefited various associations (e.g. sports clubs) and local residents from the perspective of local physically active tourists.

Resources needed

The project was funded by the European Agricultural Fund for Rural Development. The project budget was 250000€.

Three part-time employees worked on the project. They had expertise in tourism, cycling, business, and service design. In addition, they possessed strong knowledge of regional networks.

Evidence of success

Project increased the visibility of cycling-related routes and services in the Päijät-Häme region. From the perspective of product and service development, the most notable achievements were the substantial increase in the number of "Welcome Cyclist" businesses in the area and the creation of a regional theme day event model.

Awareness also grew considerably among the local population. In total, 69 businesses, associations, and other regional stakeholders participated in the project.

Potential for learning or transfer

The project produced a wealth of materials that can be utilized. In addition, new collaboration value chains and models were developed, such as the Welcome Cyclist Badge recognition (certificate). The BikeFest event was designed in a way that makes it easy to organize again in the future. The project also contributed to the growth of local entrepreneurship and the vitality of the region.