The tourism industry in Kalmar County is one of the heavy industries in the county with good growth but where at the same time there is a great need for increased capacity for renewal to meet increasing national and international competition. There is also a great need to find additional sources of revenue and increase productivity to create conditions for increased investments in both facilities, marketing and staff. The project will work with business dialogues where municipalities, region, other business supporting actors and academia can meet the industry in local thematic meetings and regional meeting places with the aim of creating better mutual understanding and ability to collaborate. In order to identify companies with development ambitions, a survey will be conducted. Only companies with express will and opportunities to develop and grow will be offered to participate in the company-specific activities. Customised business and product development efforts will improve the growth opportunities of participating companies and by expanding Fou efforts in collaboration between the industry and academia, it will hopefully be a natural factor for the growth of the industry. To create conditions for greater export maturity and greater revenue from international visitors, the project will expand the international cooperation. In addition, the project will prepare for a centre for the tourism industry in Kalmar County.