Tour Rural Baltic – connecting rural destinations through sustainable mobility

Rural tourism is full of hidden gems. A village café at the end of a country road, a beautiful forest trail, a small harbour, a local farm, a historic site or a spectacular cycling route – often these experiences are scattered across the landscape rather than connected into one memorable journey. Moreover, rural destinations often lack infrastructural capacity to carry large amounts of visitors and they have less opportunities to address the needs of diverse visitor groups. Tour Rural Baltic wants to change this. 

Our aim is to help rural tourism destinations become more accessible, attractive and sustainable by connecting places, people and experiences through active and low-carbon mobility.

We believe that the best rural tourism experiences do not always need a car. Cycling, walking, e-bikes, other forms of e-mobility and combinations of different transport modes can help visitors discover rural areas at a different pace – while also reducing emissions and supporting healthier ways of travelling. 

Now is the time to prepare for future growth 

Tourism is growing. In 2025, tourists spent a record 3.09 billion nights in EU accommodation, 2.2% more than the previous year. At the same time, Europe’s population is ageing and visitors have increasingly diverse needs and expectations. Climate change is also putting growing pressure on natural and cultural environments. 

For rural destinations, this creates both challenges and opportunities. 

How can we welcome a wider range of visitors without putting additional pressure on fragile environments? How can people reach rural attractions without depending on a private car? How can existing trails and routes be developed into attractive tourism experiences? And how can destinations communicate clearly what a route or service actually offers – including its accessibility and possible limitations? 

From scattered gems to inspiring journeys 

Tour Rural Baltic focuses on the routes and connections that can bring rural tourism experiences together. 

We will map and assess existing active mobility routes, identify opportunities for new connections and extensions, and collect examples of solutions that are already working elsewhere. Local communities, tourism businesses, NGOs and public authorities will be involved in exploring local needs, testing ideas and developing practical solutions together. 

Just as importantly, we will look beyond individual routes. Good rural tourism depends on the whole journey: how visitors arrive, how they move between attractions, what services are available along the way, and how easily they can find reliable information before and during their trip. 

We will also look towards the future. Through participatory workshops and future scenarios, the project will explore how tourism, mobility, demographics and climate change may shape rural destinations in the years ahead. 

Sharing what works 

There is no single solution that works everywhere. A cycling route in western Finland, a hiking destination in Latvia or a coastal tourism area in Lithuania may face different conditions – but they can still learn a great deal from one another. 

That is why Tour Rural Baltic brings together partners from Finland, Sweden, Latvia and Lithuania: 

• Turku University of Applied Sciences (Turku UAS) – Lead Partner 

• Satakunta University of Applied Sciences (SAMK) 

• Latvian Country Tourism Association (Lauku ceļotājs / Baltic Country Tourism Association) 

• Association Klaipėda Region 

• Cykelfrämjandet 

The partnership is supported by a wider network of municipalities, regional authorities, tourism organisations, NGOs and other experts across the Baltic Sea Region. Read more about the partners from the upcoming partner introductions.  

From local ideas to a Baltic Sea Region toolkit 

Throughout the project, we will collect, test and share practical ideas – from route assessment and better visitor information to accessibility, sustainable mobility and stakeholder engagement. 

The lessons learned will be brought together in the Green Rural Paths Toolkit: a practical, open-access resource for rural destinations and authorities looking for ways to make tourism more sustainable, accessible, attractive and resilient. The toolkit will include practical methods, route assessment tools, examples from partner regions, policy recommendations and communication models. 

Welcome to follow our journey with Tour Rural Baltic! And don’t hesitate to contact us, if you have anything to share regarding our topics.

Programme Manual Online

Choose