The aim of the project is to carry out a pilot study in cooperation with tourism research in order to develop a business model for long-term sustainable financing of both the local des-tination organisations and the regional (JHT), tourism infrastructure, distination arenas and the ability to develop travel reasons. JHT is the project owner in its function as a collaboration platform for the tourism industry in JH. The work will be carried out in close cooperation with the project’s target groups (destination companies, tourism companies and etc. a ETOUR) and a reference group will also be linked to the work with representatives of tourism research, innovation environments and other external companies and exchanges with other regions and other industries. An external analysis is carried out in order to give a picture of the issue both nationally and internally and in connection with this, a follow-up of earlier and now ongoing initiatives in Region JH is also carried out. Problem formulation including clarification of perceived obstacles in connection with previous ini-tiatives. —Clarification of the needs and expectations of the guest and the guest’s perceptions of the destination’s financing solutions. —Clarification of the needs and expectations of clients, owners and other concerned, including the definition of any differences. — Developing proposals for a business model with a common regional part, including JHT, supplemented with local adaptations regarding both long-term sustainable operation of the destination organisation and meeting the needs of the development of the destination arena. — anchoring work through seminars, workshops, etc. with participation from destination-er, nutrition, public parties and other interested industries involved in steering and reference groups as well as in workshops. The project’s expected results are to get a clear picture of the challenges of destination companies in the field and the basis for formulating projects and the application for funding for continued work on the long-term financing of destinations and destination arenas, including business plan and organisational form.