In the process of developing Dalarna’s tourism industry within the Destination Dalarna cluster initiative, the project owner has identified the need to work with increased internationalisation and export maturity. Dalarna has a low proportion of international guests in terms of the total number of guests and compared to other regions in Sweden they are behind. To be able to increase the rate of growth, Dalarna needs to much more attract guests from foreign markets.You also need to develop more export mature products to put on “dalahyllan in the Sweden store”. This is to be achieved by more companies becoming export mature and in order to achieve this, companies need to gain increased knowledge of the customer and market.