Travel Marketing Concept
Local & Regional Focus
Stretching 936km through southwestern Sweden, the ETR STR is a 5-day annual touring event, starting from The Øresund Bridge in Malmö, heading through Sweden via Karlskrona in the southeast, up to Töcksfors in the northwest.
The event runs over the course of 5 days in mid-September, in both directions simultaneously, ending in Malmö for a spectacular finishing party, on Sunday. Join us for 5 days of touring and entertainment, catch up with good friends, and reload with new experiences, every year in September.
In the spirit of a Swedish National Event, all the major towns along the route are participating as centers of activity, entertainment and culture, each promoting the best aspects of their own regions and locations, interesting attractions, local products, foods, wines, beers, history, folklore, and their industrial and cultural heritage. Riders, drivers and touring clubs from all over Northern Europe are invited, as well as classic car clubs and motorcycle federations, making for an entertaining motor event.
Each location along the STR will play host to a range of activities and experiences, for you to enjoy when you arrive there. The towns and communities situated along the route will host local fairs and events, selling local produce, traditional foods and beverages, as well as providing you, the traveller, with information about unique attractions and important destinations in the surrounding area. Experiences that you should collect and take home with you, to inspire you for your next trip through Sweden. Some of the activities in and around the STR Villages include:
Local bands and musicians entertain the crowds with a variety of genres and music types, providing the soundtrack for your tour through Sweden.
Sample the wide range of local delicacies and foods, wines, beers and whiskeys, each based on local ingredients, and infused with a distinct Nordic flavour.
Stock up on supplies for the road ahead, buy high-quality, locally-crafted products and goods, as well as unusual presents for friends and family back home.
Immerse yourself in the local culture, visit nearby galleries, museums, installations and cultural attractions, that are unique to each location.
While you soak up the great atmosphere, ask the locals to recommend the best riding roads and attractions in the local area, as well as cosy guest houses to spend the night at.
Explore the many paths through time, from Viking times, through Sweden's agricultural and industrial development, maritime expansion, through The Cold War, and the move forward into the Digital Age.
Discover Sweden's broad and interesting heritage, museums, castles, mines, historical locations, and visit the 15 Swedish UNESCO World Heritage Sites
Enjoy the warm and friendly atmosphere of unique Swedish hospitality, in the towns and villages along the route.
Explore the network of fantastic driving roads along Sweden's southern coastline. Learn about Sweden's Maritime Heritage as both a seafaring and trading nation, both in the Baltic Sea, and across the oceans of the world. Lose yourself, among the many lakes and rivers of the mid-Swedish countryside, stopping at small farms, restaurants and guest houses. Dive into Sweden's Industrial Heritage, as you arrive at one great historical site, after another. Piece it all together, to give yourself a strong image of Sweden's influence in development, down through the ages, as well as it's place and importance in the modern world. Scratch the surface, and all of these interesting facts and inspiring stories, will give you a touring experience that you will remember for years to come.
The STR can be used in many different ways, at all times of the year, and by many types of traveler and tourist. Whether you're interested in the many ancient castles or battle sites, or Sweden's broad and diverse Industrial Heritage, you can always find what you’re looking for, along the Swedish section of the European Touring Route. You can start the route at any point, and choose to head north or south. You can connect the sections together, to suit your timeframe, budget or whether you want to relax, or see a lot of great sites and attractions, in a short time.
You can also stay at one Site or location for multiple nights, and explore everything that location has to offer.
DAY 1 - MALMÖ - KARLSKRONA
DAY 2 - KARLSKRONA - VÄRNAMO
DAY 3 - VÄRNAMO - TROLLHÄTTAN
DAY 4 - TROLLHÄTTAN - TÖCKSFORS
DAY 5 - FINISH PARTY AND CULTURAL HERITAGE DAY, SWEDEN
DAY 1 - TÖCKSFORS - TROLLHÄTTAN
DAY 2 - TROLLHÄTTAN - VÄRNAMO
DAY 3 - VÄRNAMO - KARLSKRONA
DAY 4 - KARLSKRONA - MALMÖ
DAY 5 - FINISH PARTY AND CULTURAL HERITAGE DAY, SWEDEN
Just like the ETR, the STR is for everyone - Motorcyclists, Car tourists, Camper Vans, Bicycles, Pilgrims, Walkers, Hikers, and all other types of 2, 3 and 4-wheeled tourists. Whether you travel by motorbike, car, motorbike and sidecar, bicycle, coach or camper van, one thing is certain, road travelers love great roads, and the STR delivers them to you, along with some great experiences.
As with the main European Touring Route, the Swedish Touring Route is designed as a touring backbone, for a network of smaller potential tours and travel experiences, in each region. Feel free to venture off the main route at any time, and explore the landscape at your own tempo.
The STR is designed to encourage and promote Tourism, History, Culture, Geography, Gastronomy, Experiences, Attractions, Shopping, Wellness, and if you follow it, the STR will bring you through National Parks, Rural Villages, UNESCO World Heritage Sites, to Castles, Museums, Viewpoints, Exhibitions, Events, Hotels, Restaurants, Bars, and great Café’s.
One of the main goals of both the ETR and STR is the promotion of European culture and heritage, and because of this, the STR event coincides with European Heritage Days. Each of Europe's 50 Member States participate in the European Heritage Days, which annually attracts 20 million visitors to more than 30,000 local events, across Europe. ETR combines European Heritage with rolling tourists, whether they travel by motorcycle, car, camper van, or just using pedal power.
EUROPEAN HERITAGE DAYS >> www.europeanheritagedays.com