The new SUB video out now! From Passion for Biking to Sustainable Business

A little glimpse behind the scenes

The video was shot in Kemijärvi, Finland, in mid-November 2024. Typically, the scenery is covered in snow at this time of year. This time winter came late, giving us a unique opportunity to experience early winter cycling through misty fog. 

As we gathered at Santa’s little village to prepare for the video shoot, the world-famous author Satu Rämö unexpectedly walked into the breakfast room. She was visiting the town to present her newest book. 

We invited her to join our videoshooting tour, and to our surprise, she had no other plans and was able to join us for a couple of hours! 

This video features our local guide Juri Laurila from the Kemijärvi Route Project, Ina Hallila from the Natural Resources Institute of Finland, as well as Mimosa Outila and Sanna Kyllönen from the Local Federation of East Lapland. 

Check out our video and get inspired to develop cycling tourism with us! The more we pedal, the further we get.  

The video caption

"We are a transnational initiative focused on cycling tourism. Cycling is not only trending but enabling a sustainable approach to travel business. Understanding is key to our work. We explore cycling routes, collaborate with entrepreneurs, and maintain an ongoing dialogue with our stakeholders, both locally and across borders.

The driving force behind success is creating appealing travel products. To support this, we offer workshops, learning exchanges and voucher programs for entrepreneurs.

The SUB project has partners from five countries: Finland, Faroe Islands, Ireland, Iceland and Sweden. By collaborating, we can exchange knowledge and inspire one another. However, every success story must start locally.

Our goal is to find and share best practices to support cycling tourism development. We bridge the gaps that hold back sustainable growth in this area. By sharing your challenges with us, we can tackle them together.

Follow SUB on social media and unlock the potential of cycling tourism in your region, and to keep updated for workshops & voucher program launched in spring 2025."

Video made by: Janne Jakola