Bothnian Arc is a Swedish-Finnish coastal zone in the northern part of the Gulf of Bothnia with a sub-arctic climate. Thanks to the Gulf Stream, it has four distinct seasons and offers exotic tourism destinations in an arctic coast and archipelago milieu. However the tourism profile of the region and tourism competence there have to be strengthened. A trans-national co-operation for the development of the area has already started including the establishment of the joint organisation Bothnian Arc Association.The objective of Bothnian Arc ACTion was to make Bothnian Arc a well-known borderless destination with a unique arctic character. Planning of coastal and archipelago tourist trails including development of tourism services was one foreseen project activity as well as development of new tourist products related to the specific northern environment. The objective was also to create a joint marketing strategy and to investigate the possibilities to use mobile IT in tourism.Trans-national co-operation will contribute in positioning of the area. At the same time the Karelian and Swedish-Finnish coastal regions create together an exciting tourism concept, “Arctic coastal and archipelago tourism”. The Danish Centre for Regional and Tourism Research will contribute with theoretical backup in the development of tourism concepts. An important aspect is the planning of strategic coastal/archipelago trails with different related tourism services. The project will also study the products and packaging. The objective is also to create a joint marketing strategy. Further a platform will be developed for using mobile IT in tourism. Measures for special investments in land and waterway infrastructure are an important part of the project also. Planning and work methods as well as indicators that balance the needs of tourism with environmental/cultural interests and lead to long-term sustainable development will be established. Achievements: An extensive web-based service catalogue providing information on more than 1 000 providers of different tourist products was established at http://www.infokartta.fi/bothnianarc. The services includes offers from companies providing accommodation, fishing and hunting services, handicrafts, wilderness trips, golf courses etc. Information on the location of many of the service providers can be found with the help of a map search engine integrated into the system.The project promoted the development of new tourism products building on the characteristic features of the region. Tourism products like BothnianRoad, BothnianIce and BothnianBeach were developed. The partnership also made an attempt to introduce and market a specific Bothnian card that would have allowed tourist to get special offers by the companies part of the concept. However, this concept still proved to be premature in the region. Theoretical analyses of the tourism potential of the region in a European and global context provided useful inputs to the project work.