Jury Motivation:Ylläs in Finland has convinced the jury with a thorough, honest application and a holistic approach. The destination management team follows its ambitious goal to develop the region into an all year-round mountain biking place and concentrates on the welfare of the Pallas-Yllästunturi national park. In the process, the region convinces with consistent performance - from the rebranding process to the implementation. All stakeholders are invited to join the regions move towards a sustainable outdoor destination. Also, the digital communication platform got recognized as both, inspiring and effective.