For several years already, one of the basic ideas of developing the tourism industry in Northeastern Finland and in the northern regions of the Republic of Karelia has been based on development activities on the historic Valkeatie trade route and its nearby areas; however, Valkeatie has not been well known outside of North Ostrobothnia as a brand associated with tourism. Tourism industry entrepreneurs have been creating their own products independently for years. Teamwork and cooperation has been minimal, and cross-border cooperation between Finnish and Russian companies has been practically non-existent. The goal of the project was to market and increase the promotion of Valkeatie as a concept and a tourism brand internationally as well. Several types of tourism activities were to be created around the brand both in Finland and in the Republic of Karelia. Following the internationalisation of the Kuusamo–Suoperä border crossing point, travelling across the border was expected to create additional value for the marketing efforts of tourism in Koillismaa by giving foreign travellers the opportunity to see the exotic Republic of Karelia and the attractions it offers. Development of the project began during 2005 based on the ‘Tourism Development Corridor Between Northeast Finland and Northwest Russia’ project. The beneficial impacts on the municipal sector were seen as being socioeconomic, bringing well-being and jobs to the region and, therefore, providing an opportunity to reduce the number of residents moving out of the area. Additional value was seen as being created in the business sector through an increase in business activities, which could create more jobs for the residents in the region.