The aim of the project is that Halland will have more companies in the tourism industry, that companies have increased their innovative power, strengthened their competitiveness and increased profitability and collaboration. This will be done through targeted interventions in three areas: knowledge (to increase the company’s knowledge of the guest), business development (to create a common core values and new offers) and communication (in order for the companies to reach out with their products). The project will, for example, work with questionnaires to collect information, develop core values and network with international actors. The business community has been involved in the process of developing the project and participates, for example, through thematic groups, seminars and network activities. The project is a major regional strategic investment in one of the Halland Region’s priority areas.