A development of Halland as a sustainable natural tourism destination, with the overall goal of becoming Europe’s best sustainable coastal hiking and cycling destination in 2030, is a prerequisite for achieving the regional quantitative goals; doubling the number of foreign guests and top five of the most visited regions in Sweden in 2030. With the help of municipal project managers, the project aims to conduct comprehensive inventory and individual needs analyses of companies’ development needs, coordination of quality-assured development efforts resulting in networks, collaborations within existing structures, new export mature sustainable products and a large digital presence in national and international booking platforms. The efforts to strengthen companies within the hospitality industry in Halland’s inland/country areas in business development, marketing and financing create conditions for new visitors, more companies, increased investments and more migrants who come to Halland to live, live and work. The project harmonises well with the Halland growth strategy. In the long term, Halland is seen as an attractive sustainable nature tourism destination, which means the establishment of more nature tourism companies, increased profitability, more employees and an increased proportion of foreign tourists.