East Lapland's SUB Team Hosts Biking Tourism Workshops on Packaging and Online Findability
Last week, the SUB team of East Lapland conducted three workshops aimed to unite business owners and local associations to share knowledge and encourage collaboration in cycling tourism. Two of these were insightful transnational Wrap It! online workshops, focusing on packaging and digitalization within the cycling industry. The third workshop was organized as part of “Arktinen Hehku” business event.
The first workshop, "Wrap It! Longer," occurred on Monday, May 19th, facilitated by Soila Oinonen from Exove. It featured presentations from project partners, including Mia Wiktor Lunde from Jämtland Härjedalen Tourism, who presented the "Mountain Biking on Four Mountains" package as a case study. This illustrated how separate resorts can collaborate to promote an area as a biking destination. Additionally, Sanna Kyllönen introduced a Smart Packaging framework to simplify entry into cycling tour packaging. Participants attended both online and in person at Himmerki Resort in Posio, Finland.
The second workshop, "Wrap It! Smart," took place on Tuesday, May 20th, also facilitated by Soila Oinonen. This session focused on the digital aspects of the cycling industry, introducing Search Engine Optimization (SEO) and offering practical tips to enhance online visibility. The importance of Google Business and user reviews was emphasized for search engine and AI visibility. Studies indicate that 80% of travelers prefer booking their travel entirely online, and 20% have used AI tools for travel planning, highlighting the need for a strong online presence. Participants joined both online and on-site at Café Vuopio in Kairala, Finland.
Another highlight was the "Arktinen Hehku Pyhä 2025" event in Pyhätunturi, Pelkosenniemi, which gathered around 300 participants, including entrepreneurs, organizational representatives, students, and keynote speakers. SUB had a notable presence with the “SUB Pitstop,” a pop-up workshop engaging attendees in discussions and activities around sustainable biking tourism.
At the SUB Pitstop, participants engaged in sparring sessions on sustainability and digital findability. The workshop aimed to identify businesses interested in developing biking tourism along East Lapland's main gravel biking routes. Attendees tested the prototype of the "East Lapland by Bike" website and provided valuable feedback. The workshop also encouraged sharing ideas for the future development of biking tourism in East Lapland.
The pop-up workshop was highly successful, allowing the East Lapland team to expand their network. The event sparked significant interest among students eager to learn about the project and the potential of biking tourism.
Overall, the "Arktinen Hehku Pyhä 2025" event and the Wrap It! Workshops provided a dynamic platform for collaboration and innovation, fostering connections and generating new ideas to enhance biking tourism in East Lapland.
Text: Veera Parviainen
