The tourism industry is one of the region’s most important growth industries. In addition to a few large companies, the tourism industry mainly consists of small businesses. It is, in other words, very important for rural development. However, insufficient opportunities for sustainable and attractive travel from and within our destinations make it increasingly difficult to meet the demands of society and customers. This risks leading to lower competitiveness, increased vulnerability and reduced market share, which in turn can lead to falling profitability, fewer companies, fewer employed persons. The project “Climate-smart travel in the tourism industry – examples from Småland and Öland” wants to test, evaluate and spread solutions for climate-smart and attractive travel to, from and within three destinations, namely Astrid Lindgren’s World, The Kingdom of Crystal and Öland. The project will develop good examples, available to all, and will, among other things, carry out a full-scale pilot in the form of a fossil fuel-free hop-on-hop-off bus in the Kingdom of Crystal. The destinations will cooperate on the following steps: 1. Fix bottlenecks 2. Develop and package climate-smart and attractive travel options 3. Market climate-smart and attractive travel options 4. Increase knowledge 5. Plan for continued work after project end The project will contribute to a more competitive tourism industry, increased accessibility, reduced climate emissions and increased knowledge and awareness. The project will include: * Make it possible for those who do not have their own car to travel climate-smart to, from and within destinations. * Affect the travel pattern to, from and within the destinations. * Raise Småland and Öland as a good example of a sustainable visitor region with the opportunity to travel climate-smart. * Increase knowledge of the region’s tourism industry in terms of climate impact on tourism and the conditions for how climate-smart travel options can develop the industry’s attractiveness. * Develop a plan for further work after project completion. Successful solutions must be perpetuated. The project will prioritise and support measures that provide synergies between the economic, environmental and social dimensions, especially increased turnover, reduced climate impact from travel, equality and gender equality.