The preliminary study “The role of the tourism industry for regional development” (JHT/ETOUR 2020) confirmed the importance of the tourism industry in Jämtland Härjedalen. At the same time, the tourism industry is the most affected by the covid-19 pandemic. There is therefore a great need for broad sustainability work, socially, environmentally and economically, for an uncertain future. The primary target group is the region’s small and medium-sized enterprises, SMEs, in the tourism industry. The secondary target group is companies that are dependent on a strong tourism industry, local destination organisations and society in general due to the great importance of the industry. The activities include the development of research-based and other knowledge regarding changes in the surrounding world and trends also internationally and the development of models to describe the soft values of nutrition. Increased knowledge will form the basis for efforts in product development, development of business models and financing forms for increased stability, increased profitability and competitiveness. Nature as a arena and cultural heritage as the basis for the tourism industry and the need for cooperation and development in these areas are given a special space as well as the specific needs of the companies in the smaller destinations. In the short term, the project will have an impact on companies’ competitiveness through an increased ability to meet new needs and see new opportunities. In the longer term, the development of companies and the tourism industry will be strengthened in a sustainable way from all perspectives. In this way, the ability of nutrition is further strengthened in its role to attract visitors, contribute to migration and retention of labour and competence, and also to the development of other industries and society. The project runs from January 2021 to February 2023 and is led by Jämtland Härjedalen Tourism, JHT in close cooperation with among others ETOUR at Mid Sweden University, Chamber of Commerce MidSweden, Peak Region AB and a number of other actors already linked to JHT through the commenced Masterplan Tourism Post Corona.