The aim of the project is to help realise the objectives set in the tourism industry Dalarna’s Strategy 2030. The project activities will result in the development of tools/methods/templates and conduct activities to create innovative solutions, primarily based on Strategy 2030's overall focus areas Sustainability and Digitalisation. The tools will facilitate the companies’ will to innovative thinking and development so that they work on their own development. The project is a collaborative project between Visit Dalarna AB, Centre for Visitor Industry Research e/Högskolan Dalarna and Visiting Industry College Dalarna. Through a joint vision and strategy for the tourism industry cluster in Dalarna, develop the tourism industry so more business, both nationally and internationally, is created and thus increase turnover and employment in Dalarna. The project goal To strengthen the innovation capacity of the tourism industry companies in Dalarna. ¿Through more companies interact within the cluster that stimulates innovations and product renewal in a structured and systemic way with models industry-adapted for a sustainable tourism industry in Dalarna Delmål -increase digitalisation by 150 companies undergoing digital transformation -increase Sustainability by sustainability labelling 10 destinations -increasing innovation through analysis and knowledge transfer. The project will work together with Visit Dalarna’s local business developers, which facilitates contact with the companies. 1. It’s durability. —sustainability marking: 10 destinations will implement sustainability labels based on a quality labelling system for tourist destinations in Norway. Both the private and the public are involved in the model. The model contains a number of criteria, mainly in the environmental field, but also gender equality and diversity as well as tourism economic impact on companies and local communities. —Digital sustainability tool: The participating companies will be offered a digital sustainability tool that includes all 3 horizontal criteria. New business models: Co-operation partner Dalarna University will investigate the conditions for new business models for companies/organisations’ daily activities to contribute to the financing of recreational trails, such as bicycles, snowmobiles, etc. and that ensures a sustainable development of nature tourism. 2.Digitalisation Through digital transformation, accessibility of Dalarna’s range will increase. The project will renew and adapt companies’ working methods, communication, sales and reception using digital technology. This is about improving the distribution of existing and new products in national and international markets. Activities include analyses of market players and platforms as well as inspiration, lectures and workshops for companies. 3. Analysis and knowledge transfer Analyses and knowledge sharing will focus on Business Intelligence – knowledge that can be translated into future business. The project’s expected results and benefits at the end of the project period – By investing in tourism development in Dalarna, the project contributes to gender equality, integration and sustainability, as the tourism industry contributes to an equal labour market and entry-level work for young and new arrivals, especially in rural areas. — The tourism industry contributes to the maintenance and creation of community services and jobs in small towns with a limited labour market. — The project’s target group strengthens its competitiveness through participation in the project’s activities. The target group will have undergone a digital transformation. — The target group will have a focus on sustainability work. — The project has strengthened Visit Dalarna’s regional leadership for tourism industry companies in Dalarna.