In 2010, the “National Strategy for the Swedish Hospitality Industry – Sustainable Growth for Business and Destinations” was presented. The vision is to double the Swedish tourism industry by 2020 and be able to offer 35 export mature destinations through sustainability issues. 2020 is the tourism industry Sweden’s new basic industry. The tourism industry has been identified as an important strategic area for the development of Gävleborg. In August 2009, the Gävleborg Region Board adopted a tourism strategy for the county. The regional tourism industry strategy is in line with the national. As a result, a visitor industry strategist was employed at Region Gävleborg and a major development project for the tourism industry, “Now we are running”, was rigged. The purpose of the project “Now we are running” was to lay the foundation for a future attractive, competent and profitable tourism industry in Gävleborg. The areas of activity that the project worked in are destination development, digital accessibility and international marketing. Within the framework of the project’s work, a so-called “exit model” was developed; an organizational structure for the region to work to achieve a long-term and sustainable structure with a view to 2020. The hospitality industry needs further support in the work and therefore there is a need for this establishment project. A lot of time and money has been invested in building this structure and therefore it is important to move on to the next phase to ensure that these investments come to their own. The purpose of the establishment project is to provide continued process efficiency to the destination organisations, municipalities and the rest of the region working towards the “exit model” and to ensure the business model within the framework of Visit Hälsingland Gästrikland AB and continue the work on business development towards the international market. The project goal is: That the destination organisations jointly drive the county-wide sales and market organisation in a profitable and sustainable way. That other networks in the region have progressed even further in their destination development work. The region has 20 more export mature products sold in the international markets and generates more business in the region. As of 1 January 2015, 7 out of 10 municipalities are working according to the Exit model, but the projects are in contact with companies from all over the region regardless of administrative boundaries. The goal is not to achieve as many DMOs as possible, but the goal of 2016-12-31 is that the DMOs working according to the Exit model should have a clear business, work long-term and be self-propelled. The work on DMO formation is in itself a development process to get companies and municipalities to work together in a local perspective. The idea in the long run is that the DMOs will become fewer and larger, that some of the current DMOs will merge.