Guidance is an essential part of a functional and comfortable urban environment. It is a complex entity that is much more than a set of road signs or guidance for people from a to b. It not only enables safe and functional mobility, but also enables people to enjoy a variety of experiential content in the urban space. This involves significant urban development opportunities, both from the point of view of the growth of the service business, and in the testing and market introduction of new, innovative solutions. The more effective guidance and guidance of people in urban areas based on their own needs, preferences and user and consumer profiles will improve the visibility and accessibility of service companies and cultural facilities. On the other hand, from the point of view of business development, the infrastructure and solutions for security, major events and crowd control constitute an interesting ecosystem with a rapidly evolving and growing global market. However, this potential is currently not fully exploited. Cities have a wide range of needs in terms of guidance, but defined approaches to identifying and co-creating innovative solutions for safety and security are missing. Urban guidance and signs have not been designed and managed centrally, which has led to the fragmentation of the guidance package. It is necessary to look at this whole from different perspectives in order to effectively address the different needs and challenges. The “Ecosystem of guidance” project has identified two interlinked sets of needs through which it approaches the whole of guidance in the EU in normal circumstances2.In order to facilitate more effective development of solutions and services related to business guidance in the future, the project approaches the challenges and opportunities arising from these two sets of needs, both from the point of view of cities and businesses. Cities must establish clear plans for the development and management of guidance and open their interfaces to businesses. The challenges and problems of guidance must be opened up to businesses so that they can develop solutions. A clear guidance plan and systematic opening-up of needs will enable companies to engage in the development of different solutions. To enable and facilitate this cooperation, the project will design and develop an innovation platform. The Ecosystem for Guidance project has been prepared in collaboration between experts from the three 6Aika cities, Helsinki, Tampere and Turku. In the preparation of each city, the authorities responsible for guidance and attraction, those responsible for safety and a developer organisation operating in the business interface have participated in the preparation. The project responds to the above challenges and achieves its objectives by implementing five sets of measures (see Annex 1). Measure 1 (PP1) designs an overall guidance plan for cities, which will allow for a centralised, systematic development in the future. TPK2 designs and tests an innovation platform for guidance that brings companies together with the city to develop innovative guidance solutions. Finally, TPK 3 designs and implements pilots in each city and monitoring the effectiveness of the measures. TPK4 focuses on the administrative and communication activities of the project and ensures smooth cooperation between the different components. TPK5 implements the lessons of the Smart Guide and the urban guidance model as part of the activities of urban organisations. The Measures Package creates, for example, steps towards the introduction of the guidance model, a plan from the interface of commercial operators to the guidance concept and a toolkit for the implementation of the concept. As a result, the project creates an ecosystem of guidance where Helsinki, Tampere and Turku (and 6Aika cities) each develop their guidance together with companies and stakeholders as a shared innovation platform. Guidance in cities will become more efficient and city centres will be revitalised in a new way that will lead to increased business activity for the business community. On the other hand, companies providing guidance services and products carry out product development together with cities and large companies, starting with genuine needs. Successful projects generate valuable references that open doors to international markets. The principle of the project is that all participants have equal status and opportunities to participate in its activities. Sometimes gender should be taken into account in guidance and guidance, but the project is active from the perspective of gender equality. In Finland, there is still a division between men and women’s industries. This division