Succesful

cycling destinations.

Succesful

cycling destinations

Succesful

cycling destinations

next level

Klue’s Finnish-Swiss team has a unique approach combining route & trail development, customer satisfaction and tourism business development.

Our experts have successfully developed MTB and cycling tourism together with leading destinations around the world. Klue Cycling was launched in 2019 growing rapidly ever since.

Our strength is access to a significant international network of experts. We have deep insight into cycling communities, brands, tour operators, distribution channels, influencers and the media.

next level

Klue’s Finnish-Swiss team has a unique approach combining route & trail development, customer satisfaction and tourism business development.

Our experts have successfully developed MTB and cycling tourism together with leading destinations around the world. Klue Cycling was launched in 2019 growing rapidly ever since.

Our strength is access to a significant international network of experts. We have deep insight into cycling communities, brands, tour operators, distribution channels, influencers and the media.

COOPERATION WITH ALLEGRA

Klue has an exclusive cooperation in Finland with Swiss-based Allegra Tourismus, one of the leading organizations in mountain biking tourism development. Allegra has developed several successful destinations including Sölden Bike Republic (AUT), Lenzerheide Bike Kingdom (SUI), Dolomiti Bike Galaxy (ITA) and another 150 projects in Europe, Middle-East and Asia.

The Klue-Allegra Collective has worked together on a number of projects in Finland including engagements with Visit Finland, Ylläs, Inari-Saariselkä and Finnish Ski Area Association.

allegra

COOPERATION WITH ALLEGRA

Klue has an exclusive cooperation in Finland with Swiss-based Allegra Tourismus, one of the leading organizations in mountain biking tourism development. Allegra has developed several successful destinations including Sölden Bike Republic (AUT), Lenzerheide Bike Kingdom (SUI), Dolomiti Bike Galaxy (ITA) and another 150 projects in Europe, Middle-East and Asia.

The Klue-Allegra Collective has worked together on a number of projects in Finland including engagements with Visit Finland, Ylläs, Inari-Saariselkä and Finnish Ski Area Association.

allegra

TRAILS AT THE CORE

For Klue, cycling means gravel, mountain biking, road cycling and touring. At the core of the experience are trails, complemented by the surroundings and services.

Cyclist or a cycling tourist? The target groups and customer experience must be based on the cycling experience. When the foundation is set, cycling can grow into a tourism business.

Klue works with destinations and regional tourism organizations, ski resorts as well as tourism and sport businesses.

TRAILS AT THE CORE

For Klue, cycling means gravel, mountain biking, road cycling and touring. At the core of the experience are trails, complemented by the surroundings and services.

Cyclist or a cycling tourist? The target groups and customer experience must be based on the cycling experience. When the foundation is set, cycling can grow into a tourism business.

Klue works with destinations and regional tourism organizations, ski resorts as well as tourism and sport businesses.

projects

ylläs

Ylläs is one of Finland’s leading cycling destinations. During 2022, Klue-Allegra completed the master plan for Ylläs as a cycling destination, focusing on the development of mountain biking, trail development and building demand for international cycling tourism.

find out more >

visit lahti

In 2022-2023, Klue will serve as Visit Lahti’s partner in the development of cycling tourism. In addition to conceptualization and productization of top routes, the project includes marketing communications and international PR as well as media activities, with gravel cycling at the center of the activity.

find out more >

visit finland

In 2021-2022, Klue-Allegra carried out an extensive international benchmarking study of cycling tourism covering the greater Lapland region, including the development of a roadmap. The study was followed up by training sessions, a study trip to the Alps, and a Trail Show with visits to several destinations in Lapland. This project helped push the topic and connect experts and actors throughout Lapland behind a common vision.

find out more >

inari-saariselkä

Since August 2022, Klue-Allegra is developing a holistic new ”Saariselkä Trail Park” mountain bike concept in Saariselkä.

find out more >

ylläs

Ylläs is one of Finland’s leading cycling destinations. During 2022, Klue-Allegra completed the master plan for Ylläs as a cycling destination, focusing on the development of mountain biking, trail development and building demand for international cycling tourism.

find out more >

visit lahti

In 2022-2023, Klue will serve as Visit Lahti’s partner in the development of cycling tourism. In addition to conceptualization and productization of top routes, the project includes marketing communications and international PR as well as media activities, with gravel cycling at the center of the activity.

find out more >

visit finland

In 2021-2022, Klue-Allegra carried out an extensive international benchmarking study of cycling tourism covering the greater Lapland region, including the development of a roadmap. The study was followed up by training sessions, a study trip to the Alps, and a Trail Show with visits to several destinations in Lapland. This project helped push the topic and connect experts and actors throughout Lapland behind a common vision.

find out more >

inari-saariselkä

Since August 2022, Klue-Allegra is developing a holistic new ”Saariselkä Trail Park” mountain bike concept in Saariselkä.

find out more >

The Lake Trails

The Lake Trails, which stretches across 20 municipalities in Pirkanmaa, is one of Finland’s fastest growing cycling tourism destinations and route networks. Commissioned by Visit Tampere and EcoPartners in 2021, Klue carried out a market study, crafted a development roadmap as well as defining initial target groups, service design and product concepts and various ideas for marketing communications for the route network.

find out more >

levi

Klue built a cycling tourism business development plan for Levi in ​​2020. The project also included the definition of target groups, customer experience and marketing communication concepts.

find out more >

The Lake Trails

The Lake Trails, which stretches across 20 municipalities in Pirkanmaa, is one of Finland’s fastest growing cycling tourism destinations and route networks. Commissioned by Visit Tampere and EcoPartners in 2021, Klue carried out a market study, crafted a development roadmap as well as defining initial target groups, service design and product concepts and various ideas for marketing communications for the route network.

find out more >

levi

Klue built a cycling tourism business development plan for Levi in ​​2020. The project also included the definition of target groups, customer experience and marketing communication concepts.

find out more >

keuruu

Klue has played a key role in the development of cycling tourism in the Keuruu region. Based on market research, the project included target group definition, service design and marketing communication. As part of the project, Klue also designed and packaged a network of gravel routes in Keuruu, available for exploring here.

find out more >

lab

Klue partnered with LAB to develop cycling tourism in 2022. The project included development of a regional cycling event concept based on an international benchmarking survey.

find out more >

rohki mtb-summit

Rohki MTB Summit brings together mountain biking and cycling tourism professionals. It focuses on sustainable development of mountain biking tourism, customer experience and international appeal, offering different perspectives from abroad and across Finland.

find out more >

polar star travel

In 2021-2022, Klue has supported Polar Star Travel in building international demand for cycling tourism and execute media and PR activities with focus on the Swiss market.

find out more >

more projects

team

Cycling

Mikko Saarinen

Tourism
Concepts
Marketing

Claude Balsiger

Strategy
Bike Master Plans
Customer Experience

Riikka Rakic

Sustainable development
Events
Data & analytics

Alain Rumpf

Media & PR
Content development
Influencer

Marika Luukkanen

Communication
PR
Marketing campaigns

HOW DO WE WORK?

Klue builds the team based on the needs of each project. Our network of experts includes master plan and trail building know-how from the world’s leading destinations, experience with planning and execution of marketing campaigns, insider connections with international tour operators, media and influencers. We have worked with myriad distribution channels and digital platforms. We team up together with Allegra to train and educate industry professionals.

Klue builds the team based on the needs of each project. Our network of experts includes master plan and trail building know-how from the world’s leading destinations, experience with planning and execution of marketing campaigns, insider connections with international tour operators, media and influencers. We have worked with myriad distribution channels and digital platforms. We team up together with Allegra to train and educate industry professionals.

Photo credits: Klue, Swiss With A Pulse / Alain Rumpf, SHKY, Allegra, Emmie Collinge and Sara Kangas-Korhonen.

Website by Aku Mattila Visuals.