The tourism industry in Östergötland is in need of immediate transition where innovation and support for companies in becoming more sustainable and competitive in the long term are of the utmost importance. Circumstances require that we, as a regional operator, act quickly and deliver actions that will make immediate use to companies. Even before the crisis created by the Coronapandemic, we saw that the strategy for Östergötland’s tourism industry was in need of revision and we saw it as an extremely important prerequisite to work with sustainable destination development. The increased pressure in certain geographic locations during the pandemic has further strengthened the need for all parts of the destination to be able to reschedule. It is challenging for an individual company to attract visitors to a destination when there are shortcomings in the other business chain for supply and service, for example due to large fluctuations between high and off season. Östgötaskärgården and the area along Lake Vättern are two destinations with great potential to develop sustainably and have therefore been selected as pilot destinations for the project. The model developed with the help of the two pilot destinations can then be applied to other destinations in and outside Östergötland. In order for companies in the region to develop their products, it is essential that the destination they belong to also develop in a positive direction. The focus will be on public and private actors working together to develop attractive destinations and companies will be given better conditions to work actively with business development, product development with the help of innovation and increase their knowledge of digitalisation based on their destination and existing support system. In Östergötland, we see a great need to find forms for this coordination and offer companies support in the transition and in the work of, for example, finding new seasons and broadening their target group. The overall goal of the project is increased growth and competitiveness, as well as an increased adaptability for Östergötland’s destinations and companies. The goal of the project is to get public and private actors to develop a collaborative model together to create attractive destinations and more competitive and sustainable companies well equipped for future challenges. The expected outcome of the project is that the existing support and innovation system has highlighted its efforts to be suitable for the hospitality industry and the direct support for companies was put in early stage in the process. At least 80 participating companies have been given the opportunity to take part in the efforts offered by the project in the form of skills development, business development, transformation, digitalisation and innovation. This has equipped the companies and made them more sustainable and competitive. With the help of the support they have received, the companies have developed their business models and included sustainability aspects for all three focus areas: economically, socially and ecologically. They have increased their competitiveness and become less exposed to external circumstances.