The project is run by Östersund Municipality in cooperation with other affected municipalities along the trail in Västernorrland and Jämtland Härjedalen counties. The project builds on the results of the SÖT collaboration and previous experiences gained in INTERREG projects. The project aims to establish St. Olavsleden as a product (all 58 mil) that can compete internationally with other known pilgrim routes. By working with storytelling, development/training of entrepreneurs/potential entrepreneurs along the trail, enabling bicycle tourism along the trail, identifying new target groups, increasing traffic/knowledge to/if the website is expected to have established the trail as a brand/product at the end of the project.