The current Corona crisis in 2020 has had major negative economic consequences for tourism and tourism at international, national, regional and local levels. The pandemic and its consequences are described as the greatest crisis so far when it touches virtually the whole industry in the whole world. At the national level, sectors such as travel agency services, air transport, bus and cruise trips and events have been hit extra hard. In light of the current situation, combined with experience from previous project initiatives for the tourism industry in both Örebro and Västmanland counties, Almi Mälardalen addresses the need to offer the industry and its companies in each region targeted business development efforts based on the company’s needs. ALMI’s efforts consist of individual counselling, coaching and group counselling. Almi has established advisory offers that can be combined in different ways for each individual company and the efforts take place based on a coaching approach. It is the entrepreneur who will lead and run his company and Almi’s advice is based on a coaching approach that enables the entrepreneur to strengthen their abilities as entrepreneurs while Almi’s advisors are there with their expertise and support. Through Almi’s business advice, the entrepreneur receives a sounding board where questions about entrepreneurship, change needs and goals and global issues are discussed that in the long run increase the ability to run a sustainable, profitable and competitive company. Other initiatives in the industry promotion project include webinars/seminars in selected areas such as sustainability, internationalisation, market and sales, and digitalisation. The project also establishes a network arena for the hospitality industry (Örebro County). Through increased cooperation with the support promoters in the tourism industry within Region Örebro County and Region Västmanland County, knowledge and consensus about the tourism industry is promoted and increased knowledge and understanding of each other’s assignments, which in the long term provides good cooperation on a long-term competitive tourism industry in both counties.
