In my previous video, I shared the challenges of trying to build something ambitious in Norway, and the institutional wall many founders eventually face. Shortly after publishing that video, I received a direct response from the CEO of Innovation Norway.
In this video, I walk through that reply, just a clear look at what was said, what it means, and what it doesn’t. I’ll also explain how this fits into the wider journey of Cycle Norway and where we go from here.
Cycle Norway is launching a new product in Spring 2026 — something many of you have been asking for. If you’re interested in the future of cycling tourism in Norway, it may be worth paying attention. Full details are explained in the video.
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If you want to read the complete letter discussed here, you’ll find the link here: https://cyclenorway.com/en/the-head-of-innovation-norway-replied-within-three-days/
Let me know your thoughts in the comments.
https://www.cyclenorway.com
#cyclenorway #innovationnorway #nationalgravelroutes #bikepackingnorway #cycletourism
48 Comments
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What a great initiative! (Or should I say innovation?)
Wow! Nice, so looking forward to the National Gravel Routes! 😍
Amazing Job Matthew. I will come this year the 3rd. time for a Month to cycle in Norway. I alrdy done the Most of your Top5 routes and cant wait to see the new Long distance gravel routes through this amazing country 🙏👍
I really think cycle tourisme is a think for the future. It is sustainable and do not fill up the roads with camper vans:( Just hope this will work out. You are doing a very good job for Norway. Thanks.
I am a professional guide for gravel and bikepacking tours based in Austria. My trips take place all across Europe. However, thanks to the videos and the outstanding work of MatthewNorway, my travel offerings are increasingly shifting toward Norway.
Of course, there are many other regions in Europe that are perfect for cycling adventures. But the quality and professionalism of the videos, along with the genuine passion for Norway that MatthewNorway conveys, have had a strong impact on the cycling travel community — a community in which I am deeply involved myself.
Thank you for that! I would be happy to support future projects by MatthewNorway and help make his work even more widely known beyond Norway.
You have done a fantastic job. The Norwegian Board of Tourism should significantly sponsor you.
Cant wait for the gravel map… very good idea!!
Fantastic idea! two thumbs up and both wheels down! I am already planning my bikepacking trip for the summer and if the site/app comes in spring, it will be a great supplement to plan. Don't forget to add a button/possibility to donate for the initiative! One plea if possible – mark the "gardsmat/bygdeturisme" spots in the map (the rooster road sign) – many people don't even know how nice these places are and I am sure many of them would appreciate.
Time for a Norwegian ‘Strade Bianchi’?
The Gravel Routes App needed it’s own video, now it’s buried in some unrelated business video I would normally skip over.
Great job.
🤩 cant wait for springtime
Do the gravel routes you mention require riders to be mostly self supported, or will wimpy riders like me who prefer a bed, a roof my head, and a shower over a tent, prefer not to bring to much food with me on the bike and require to fill my water bottles from a safe source also be able to use them?
I have also emailed CEO and cc the assistant with the link to your last video. Great to hear that you got a reply 👍
Wow, great job 👍! Soon they'll simply be unable to pass you by, and Innovation Norway will have to come forward. Hats off to you, Matthew, for your dedication and unwavering enthusiasm.
🙌🏻 Love the idea and your positive and very motivational YouTube channel. Will do my first bike packing trip this year largely thanks to you. Really looking forward to gravel routes! 🤩
I cannot wait for the routes! Thank you for the hard work! Also – because of cyclenorway I have already cycled 2 times!
Cycle infrastructure is so key to avoiding conflicts. Of course some road cyclists will want to road-cycle, no matter how good the cycle path is. But honestly that's such a strawman argument that motorists like to use to bash cyclists with "if we spend all that money, they will still cycle on the road". Some will, most will not. Most people want to be safe, not breath in fumes and enjoy the scenery without feeling scared.
Thank you so much, The crowded roads are exactly why I left my MTB at home. Can't wait to explore the gravel routes!!!
Keep going Matt! What you do is so very important!
G R E A T idea with the gravel routes👋👋👋. That has been my idea for cycling Norway. Next…. is charging points for e-bikes, and (manufacturers) batteries that will provide 250 km range (30 km range with a trailer in tow is ridiculously little). At 72 and with some 'rust' in a joint or two the e-bike's the thing.
Well done Matthew, can't tell you how much we appreciate your work!
You inspired us to come to Norway for several consecutive summers to explore the country by bike, your efforts count and allowed so many cyclist to discover this beautiful country. So much respect for your company, keep up the great work and good luck!
I'm an old cyclist living in Mexico 30 years now, and viewing from one of the largest economies in the world but with one of the poorest infrastructures in almost all respects, but especially concerning safe and aesthetic cycling, it is stunning to see such respect and love for the sport and recreation within an environmentally and socially aware context. My envy but also admiration is off the charts.
Crap, I don’t have a gravel bike. Oh, oh, shopping opportunity I need to get myself a gravel bike. N+1 baby. 😂
Brilliant idea – precise tourism. Thank you for your work Mathew!
Matthew…. you are a legend. Can't wait to come and cycle Norway!
Wow what a respons to a what only be yet another rejection. ( a polite one yes, and sporty off the CEO to respond) but your respons is to just doble down. So good!! Best of luck and hope you get this new site up. I need to buy a bike again 😉
I love you're passionate about this mate keep going 🚴🚵
It would be nice if you would remind cyclists of the actual traffic rules when it comes to cyclists.
If you create queues, you pull in to the side and let traffic pass. It's that simple.
The fact that most cyclists do not follow these rules is the direct cause of drivers being hostile to them!
Absolutely fantastic news! Will there be shops marked in the route maps in more remote locations so we wouldn't have to solely rely on 3rd party sources?
Du är grym 😃
Thank you Matthew!
Love, love, love this Matthew, I’m planning another Norway bikepacking trip this year and as you say, gravel is the answer so I cannot wait to see what you have to offer.
Innovasjon Norge is somewhat of a bastard. There used to be multiple, specialized funds like this also covering tourism, rural investments, etc. They’ve essentially all been merged into Innovasjon Norge.
So, you have a joint fund which ideally should support innovation with a tourist angle in rural areas.
Nasjonale Grusveier! FANTASTISK!
Matt this is absolutely fantastic! Can’t wait to see the routes, will hopefully use one in May!
Velkommen til Norge!
Excellent job. A testament to your tenacity!
I’m not even a road/gravel rider, but this is good! Keep it up!
Great idea! we don't want to be with the cars, camper vans and trucks
Well done son …fantastic job . As I said last thexworld needs more of you.
Look forward to the routes im hitting Norway in june do I can guarantee ill be doing at least one of these new routes. Well done again fella
You are a f@&king legend Matthew 💪💪💪
Fantastisk idea, kudos for doing your thing your way. Innovation Norway should be begging you to take their money. Lykke til!
Love the gravel routes idea! I was in Norway on a solo trip couple years ago, and I constantly threaten my wife to take her for a bike trip. Curated gravel routes will be perfect for us!
This sounds great 🎉 Thank for the good work you are doing. I would love to check out at least some smaller sections of these new gravel routes. Your content is on point and I have yet to find someone that does a better job of showcasing Norwegian nature from the bike 👌
You are doing great work Matthew!