ETR // Swedish Touring Route

Event Partners

Project

Travel Marketing Concept
Local & Regional Focus
Destination Marketing
Promotional Events
Industrial Heritage
Integrated Routes
Global Campaign
Merchandise
Social Media
Gastronomy
25 Locations
10 ETR Sites
5 Day Event
Multi-sector
Motorcycles
Hospitality
Museums
Camping
Galleries
Culture
History
Hotels
Travel
Music

ETR // SWEDISH TOURING ROUTE

THE LONGEST MC EVENT IN EUROPE

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.

GREAT ACTIVITIES AT EACH LOCATION

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:

LIVE MUSIC

Local bands and musicians entertain the crowds with a variety of genres and music types, providing the soundtrack for your tour through Sweden.

GASTRONOMY

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.

LOCAL PRODUCE

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.

LOCAL CULTURE

Immerse yourself in the local culture, visit nearby galleries, museums, installations and cultural attractions, that are unique to each location.

EXPERIENCES

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.

HISTORY

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.

HERITAGE

Discover Sweden's broad and interesting heritage, museums, castles, mines, historical locations, and visit the 15 Swedish UNESCO World Heritage Sites

WARM PEOPLE

Enjoy the warm and friendly atmosphere of unique Swedish hospitality, in the towns and villages along the route.

TAKE A TRIP BACK IN TIME

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.

MANY WAYS TO USE THE SWEDISH TOURING ROUTE

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.

STR STAGES - SOUTH TO NORTH

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

STR STAGES - NORTH TO SOUTH

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

Event Team

Stefan Albrekt
Dave O'Byrne

10 ETR Locations

ETR Malmö
ETR Ystad
ETR Sölvesborg
ETR Karlskrona
ETR Alvesta
ETR Värnamo
ETR Borås
ETR Trollhättan
ETR Haverud
ETR Töcksfors

15 Other Towns

Falsterbo
Trelleborg
Simrishamn
Åhus
Karlshamn
Rävemala
Tingsryd
Vislanda
Gnosjö
Isaberg
Tranemo
Alingsås
Sollebrunn
Vänersborg
Årjäng

THE STR IS FOR EVERYONE TO ENJOY

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.

EXPLORE THE LANDSCAPE SURROUNDING THE STR

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.

EUROPEAN HERITAGE DAYS

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