Our story starts the way most cycling stories do: a few friends on bikes, a map, and one more road we had to see. Riding turned into route planning, route planning turned into a business, and the passion became something we could share with others.
Today my colleagues and I spend our days building cycling holidays that run without a hitch, from first email to last ride, by:
matching you with the right route and the right bike,
answering every question before you travel, and
handling hotels, luggage and support from the moment you book.
And none of it is a solo effort. Behind us stands a team of cyclists, route designers and logistics people who keep every tour on track while you ride.
Sweden Bike Tours pairs a team with years of planning self-guided tours across Europe with local partners who know the routes: the bike shops that deliver and collect your bike, the drivers who move your luggage and the hotels along the coast and the canal. Every stage, hotel and stop in your itinerary is planned with them, kilometre by kilometre, so the ride feels effortless from the first morning.
Sweden is one chapter of a longer story. Together with the wider Cycling Holidays team we run tours in more than 20 countries, from one shared office.
Fjords in Norway, vineyards in Spain, Alpine passes, Greek islands: the same way of working applies everywhere, and it gives you routes for every kind of rider, planned by people who ride too.
Rides in more than 20 countries
Over 140 hand-built itineraries
Fjords, mountain passes, vineyards, canals and coast
Something for every level, from first tour to seasoned rider
More than 1,200 cyclists and their families have travelled with us
Under Cycling Holidays we run a growing family of cycling brands, each one built around a region worth riding:
Keeping everything under one name lets us concentrate on the part we do best: flexible, well-supported cycling holidays for people who love the ride as much as we do.
And none of it would happen without the people you see below.
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Lead Travel Advisor
Lan is the guy you want in your support car — cool under pressure, obsessively organized, and somehow always three turns ahead. He’s our behind-the-scenes MVP, planning routes, solving puzzles, and keeping the whole operation smooth.
Lately, he's added a new title to his jersey: Dad. When he’s not mapping out your cycling adventure, he’s enjoying life’s newest ride, parenthood.
But don’t worry — he’s still leading the pack. Just with a little less sleep and a lot more coffee.
Travel Agent
Janez blends drama and gears like no one else. By day, he’s helping you sort out your pre-tour questions with grace and flair. By night, he’s in the front row at the theatre.
Once, he spontaneously joined the Redbull’s iconic Goni Poni race up Vršič Pass dressed as Hamlet. He says the whole ride was about “to be or not to be... in first gear.” Either way, it was a performance for the ages.
Travel Agent
Anže will tell you e-bikes don't ruin cycling — they just remove excuses. He's said it enough times that nobody argues anymore. (He's also not wrong.)
When he's not planning tours, he's on a bike himself, playing streetball or orchestrating elaborate bachelor parties with the same logistical precision he brings to route planning. His dream ride is the US West Coast, San Diego to San Francisco. He's working on it.
His favourite part of the job? Knowing that somewhere out there, someone is having a conversation that starts with "so we were cycling in Europe and..."
Travel Agent
Kristjan once drove a rally car all the way to Sierra Leone. He's also spent 36 hours straight in ski boots. The office has stopped asking questions...
An early bird with a multitool mindset, he spends his days hunting down routes that are genuinely fun to ride and beds worth sleeping in.
He has a complicated relationship with road cyclists — he'll plan the best cycling holiday you've ever had, but don't tell him that. His dream ride is the Himalayas. After Sierra Leone, anything less is just a warm-up.
Travel Agent
Viktorija is the person who genuinely enjoys the part everyone else finds tedious. Give her a complex itinerary, a set of moving parts and a deadline, and she'll have it structured, colour-coded and cross-referenced before you've finished your coffee.
Curious, open-minded and with a talent for watching all the pieces fall into place — she approaches every tour with the quiet determination of someone who finds deep satisfaction in getting every detail exactly right.
Off the clock she's walking her dog, sketching something or deep in a book. The pasta and sushi are non-negotiable. The pasta especially.
Travel Agent
If Rebeka had a euro for every time she said “Did you see that Roglič attack?!”, she’d have enough to sponsor her own cycling team. As Primož Roglič’s undisputed #1 fan, she brings that same passion and precision to every tour she builds.
Passionate, creative, and always ten steps ahead, she’s the mastermind behind routes that feel like video from Insta reels. She plans every trip like it’s a grand tour: smooth, scenic, and with a little drama (the good kind).
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Travel Agent
Domen cycles road and MTB, hikes, surfs and will try most things that involve being outside with an elevated heart rate. His dream weekend involves Squamish and a side trip to Whistler. He spends his free time on Strava plotting routes nobody else has found yet — which is exactly why the tours he builds tend to have a certain quality to them.
He's the kind of person who treats an unexpected event into a good story rather than a disaster. Creative, precise and genuinely passionate about finding roads worth riding, he'll share interesting routes and hidden sights with the same enthusiasm he brings to his own rides.
Trail snack of choice: pork cracklings. He's adamant it's the future. The jury's still out though…
Cycling Holidays is the cycling arm of something larger: the World Discovery travel network, a family of travel brands that has been designing journeys since 2014.
Sweden Bike Tours is one of the brands that grew up inside that network, all of them shaped by the same commitment to well-made travel.
World Discovery gives every team behind those brands direction, tools and support, whether their world is cycling and hiking tours, cultural journeys or luxury escapes, so each one can grow on quality, flexibility and care.
Because everything sits under one roof, we share what we learn, hold each other to the same standards and keep improving how we look after you before, during and after your trip.
Why this matters:
With over 10,000 travelers joining us each year across the brands and an average guest rating of 4.7 out of 5, we’re proud to be trusted by cyclists, hikers, and curious explorers from around the world.
Shared tools and smart travel tech let us streamline planning, improve communication, and handle logistics more efficiently—so you enjoy seamless experiences, faster support, and thoughtful extras, all without hidden costs.
We are a financially protected company, operating under EU consumer protection laws, and offering secure, flexible payments.
Our executive team is the core of the company. They provide leadership, direction, and support to every team—from cycling to holidays—ensuring that each group has the vision and resources to thrive.
Chief Product Development Officer
Matevž leads the product development of our cycling tours, turning exceptional trails into fully accessible experiences for our guests. His team researches routes, designs itineraries, and ensures each tour meets our standards for safety, logistics, and overall experience.
Chief Technology Officer
As our Chief Technology Officer, Lenart leads the development of systems that power both our guest experiences and in-house operations. From intuitive booking platforms to behind-the-scenes tools that support our team, he ensures technology enhances every part of the journey—before, during, and after the hike.
Travel Operations Manager
As our Travel Operations Manager, Ivana oversees the day-to-day coordination that turns a planned itinerary into a seamless trip — managing suppliers, partnerships and logistics across all destinations, and ensuring everything runs exactly as it should. Behind every smooth tour is a lot of unseen work — that’s Ivana’s department.
We handle itineraries, accommodations, and anything else you prefer not to deal with, so you can enjoy a carefree holiday.
Our cycling routes are hand-picked & tested, to ensure breathtaking landscapes, smooth roads, and maximum safety - giving you the perfect ride every day.
Our 24/7 customer support is where we show our passion, ensuring your cycling holiday runs smoothly and your well-being is always our top priority.
We are a financially protected company, fully bonded and insured, keeping your money safe and allowing you to travel with confidence.
