The project aims for Åre 2025 to be the leader in Scandinavia and the top five in Europe regarding cycling destinations. Overall objectives of the project are: — 8 qualified xc trails of varying difficulty levels – 15 new local full-year projects, half of which from start-ups – 5 new companies as the impact of this initiative – 2 new events as the effect of this initiative – Increased guest nights during the summer/autumn period by 10 % – Increased the number of lift-borne cycling days by 45 % – Increased the number of rental days by 30 % – Doubled the direct bicycle-related turnover of the companies from 17 MKR to 22 MKR The project is run by the company.