Through Sveg’s corporate and development association, the business community in the Sveg area has taken the initiative to start up and implement the Destination Sveg project, an investment in the Svegs region’s tourism industry with the aim of increasing the number of tourists and visitors in the Svegs district. The aim of the project is to increase growth in the area. In a recent feasibility study, a number of focus areas are pointed out in the Svegs district that have the potential and potential to create increased attractiveness. Mainly in hunting and fishing tourism as well as events within sports and culture. Through the development of a model and method for marketing and making available new travel reasons, the project will stimulate product development based on new travel reasons in the destination. Expected results at the end of the project period are more attractive and a more profitable destination in the Svegs district. The total turnover in the business sector in the area will increase and in the long term, collaboration with nearby destinations will generate results in the form of new international target groups to also find the Svegs district’s destinations.