SUB Toolkit
The SUB Toolkit is a practical, hands‑on learning package developed as part of the SUB – Sustainable Arctic and Peripheral Biking Tourism project for biking tourism businesses, destination developers, and tourism professionals.
What This Course Is About
This tool-kit is designed for those shaping the future of biking tourism—from destination managers to hospitality professionals and trail builders. Inside, you’ll find practical insights spanning marketing, customer experience, climate awareness, and sustainable trail development. Every resource is rooted in real-world experience, drawing on the knowledge of entrepreneurs and businesses who are actively building and evolving the industry.
Themes Overview
Find the themes of the course below 👇
Theme 1: Building & Maintaining Sustainable Bike Trails
Theme 2: Developing Sustainable Tourism Services & Experiences
Theme 3: Setting Up & Growing a Biking Tourism Business
Theme 4: Hands-on Customer Experience & Safety Management
Theme 5: Adapting Biking Tourism to Climate Change
Instructions
This course is divided into five themes, each containing videos, documents, and external links. You can explore the themes in any order, but we recommend moving through them gradually for the best learning experience.
You’ll see the content organized under accordion menus.
Click the “+” icon to open each theme and view all the materials inside.
Each theme includes a list of videos and supporting documents.
All videos are hosted on YouTube. You can:
- Watch them embedded on the page, or
- Click the YouTube link below each video to open it directly on YouTube.
To watch the videos on full-screen, click the icon ⛶ in the bottom-right corner of the player. Press Esc on your keyboard to exit.
The videos include subtitles in:
English, Swedish, Finnish, Icelandic, and Faroese.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
Some themes include PDFs or external links.
Just click them to open in a new tab.
A few tips to get the most out of the course:
- Don’t rush—watch a few videos at a time and give yourself space to reflect.
- Take notes while watching to help you remember key points.
- Pause and rewatch sections whenever needed.
- Move through the themes in an order that makes sense for you.
Theme 1: Building & maintaining sustainable cycling trails
Click the “+” icon to open each theme and view all the materials inside.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Brian Reid – Adapting Biking Tourism to Climate Change
Brian Reid, Senior Executive Engineer with the Donegal National Roads Office, explores how climate change is impacting biking infrastructure. He highlights key environmental challenges such as increased rainfall and extreme weather, and outlines practical approaches to building more resilient cycling routes. A strong emphasis is placed on long-term maintenance, ensuring that infrastructure remains safe, durable, and fit for purpose well beyond initial development.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Theme 2: Developing sustainable tourism services & experiences
Click the “+” icon to open each theme and view all the materials inside.
Ville Väkeväinen – Creating a unique cycling experience
Ville Väkeväinen, passionate cyclist and cycling tourism entrepreneur, shares his insights into what cycling tourists value when visiting a destination. He explains the variety of cyclists—from leisure riders to long-distance adventurers—and how their needs and behaviours differ. Ville highlights the wide range of services that support a successful cycling experience, while also emphasising the many opportunities for local businesses to benefit from the growing cycling tourism sector.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Paula Aspholm – Sustainability in tourism services
Paula Aspholm, Development Manager and owner of Salla Wilderness Park, shares how sustainability is at the heart of their operations. She explains why sustainable tourism is not a challenge but a valuable opportunity for their company, helping strengthen both visitor experience and long-term business resilience. Paula also highlights how sustainability has become a defining theme for tourism and the broader economy in the Salla region, shaping the area’s identity and future direction.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Mary Daly – Marketing and Promotion
Mary Daly, Senior Tourism Officer with Donegal County Council, discusses effective strategies for marketing and promotion. She stresses the importance of understanding your target audience and creating authentic visual content, often driven by customer experiences. Mary also highlights the value of storytelling to showcase the unique character of an area, along with developing seasonal and off-peak offers to attract visitors year-round.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Theme 3: Setting up & growing a biking tourism business
Click the “+” icon to open each theme and view all the materials inside.
Jari Polvi – Foundations of a successful cycling tourism business
Jari Polvi, Business and project Specialist at Business Kemijärvi, shares his insights into helping companies develop, grow, and navigate new opportunities in the region. He explains that businesses don’t need to be run by passionate cyclists to successfully offer services to cycling tourists — what matters most is understanding customer needs and creating value. Jari highlights the importance of tailored advisory support, from early‑stage ideas to more advanced business planning, and emphasises how collaboration and long‑term strategic thinking contribute to building sustainable, resilient businesses.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Steven Perry – Expanding and Scaling Your Business
Steven Perry, Business Advisor with the Local Enterprise Office, focuses on the key principles of growing a business sustainably. He encourages businesses to gain a deep understanding of their customers and target markets, while scaling in a way that maintains quality and long-term viability. Steven also advises engaging with local enterprise offices and authorities, which offer valuable supports and resources for business expansion.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Arja Filén – Leverage your region’s strengths to grow your tourism business
Arja Filén, Head of Marketing at Visit Kemijärvi, discusses how strong, authentic marketing can elevate a destination’s profile. She highlights the importance of understanding what makes your destination unique and building campaigns that resonate with different visitor segments. Arja also shares insights into collaboration within the region and how consistent, high‑quality storytelling helps strengthen the overall visibility and appeal of the area.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Theme 4: Hands-on customer experience & safety management
Click the “+” icon to open each theme and view all the materials inside.
👉 See the Pop-Quiz HERE
👉 Read the material HERE!
Seamus Gallagher – Customer Engagement and Building Long-Term Relationships
Seamus Gallagher, owner of Ireland by Bike, shares insights into building strong, lasting relationships with customers. He explains how consistent engagement throughout the year helps foster loyalty and repeat business. Seamus also emphasises that the first interaction with a customer is crucial, as it sets the tone for their overall experience and perception of the business.
Click the settings icon (⚙️) in the bottom-right corner of the video player to select language of the subtitles.
👉 Watch the video on YouTube!
Theme 5: Adapting biking tourism to climate change
Click the “+” icon to open each theme and view all the materials inside.
👉 Read the material HERE!
