Icebug Xperience – A Catalyst for Hiking Tourism in Bohuslän

This weekend, runners and hikers from countries including Switzerland, Samoa, and New Zealand are heading to Sotenäs. September 1-3, the fourth edition of Icebug Xperience takes place – the race that continues to grow and this year attracts 650 participants from 20 countries.

Behind Icebug Xperience are shoe manufacturer Icebug, Sotenäs municipality, and Turistrådet Västsverige (the West Sweden Tourist Board).

– With three stages totaling 74 kilometers spread over three days along the Soteleden trail, we’re creating something truly unique. A large portion of the participants stay in the same place all weekend, which creates a completely different atmosphere compared to regular races, where you usually go home right after finishing. The fact that we have an age range from 13 to 80 is also extra fun, says Jonas Svengård, founder of Icebug Xperience.

Local Collaboration as a Success Factor

The local businesses are very engaged in the competition. The camping facilities at Ramsvik and Johannesvik house the majority of race participants. All food served is also made from organic and locally produced ingredients. And now that the competition is in its fourth year, the effects are becoming noticeable in local tourism.

– Ramsvik is the official “race village.” Additionally, Johannesvik is this year making a new push toward Norwegian hikers and runners called Camp Norway. They’re collaborating with the Norwegian edition of Runner’s World magazine, which has written extensively about hiking in Bohuslän this year, says Johan Engström, Strategic Developer in Nature Tourism, Turistrådet Västsverige.

Johan Engström believes that Icebug Xperience is a good example of how collaboration between business, municipality, and the tourism industry can find new ways to market Bohuslän as a destination for nature tourists.

– The competition has become a catalyst for developing both the Soteleden trail and the packaging of new products within hiking and fitness tourism. In our contacts with local businesses, we can see a clear increase in hikers along the Soteleden. People want to come here to experience the fantastic views, eat good locally produced food, and experience the Bohuslän culture, says Johan Engström.