The project Tourism 2030 aims to improve profitability in the tourism industry through increased year-round activities. The project is a collaborative project with a number of destination companies in the region. Through business and business development and communication efforts with horizontal criteria as a starting point, companies will be able to develop new products and services, increase the commercialisation rate, turnover and profitability. The project will work with local process managers as well as an expert team that is particularly linked to expertise in communication and business development. The project will use established business development methods aimed at companies within the hospitality industry. The project will contain three parts: horizontal criteria (increase the integration of these into the development work and use them as growth factors), communication (developing communication strategies) and business development (enhancing business-like and profitability) complementing each other. The goal of the project is to support companies/SMF in the development of new products/services, expand their market shares and strengthen their attractiveness and competitiveness in the national and international markets. With support from the region’s cultural heritage and the horizontal criteria such as sustainability, integration, gender equality and non-discrimination and accessibility, the conditions for companies/SMF will offer year-round products to be improved. Awareness of companies and the products of destinations will increase in the international and national markets.