The overall goal, what we want to achieve with the project, is to develop the hospitality industry, which is today severely affected by the pandemic. The aim of the project, what we should do to achieve this, is to develop a strategy to support the hospitality industry and all interested parties such as municipalities and promotion organisations. Within our sub-objectives, including a current situation analysis, our activities, such as a large number of workshops with many interested parties, show how we plan to reach it. In order to achieve the project’s objectives, a large number of contacts will be needed to achieve a deep anchor mainly in the county but also outside. The project manager will visit all thirteen municipalities in the county, among other things because knowledge of the tourism industry’s conditions and needs need to be strengthened at municipal level. Today, there is no clear overall direction for the development of the whole industry. Work should start as soon as possible when the effects of the pandemic made it visible that a strategy is missing and the work is a long process that requires resources and commitment of regional development within Region Jönköping County (RJL) and Smålands Turism AB. The strategy, which is new of its kind, should be broad and developed from a sustainability perspective. It shall include private tourism together with business travel, events and the meeting sector, as well as attractive living environments for all, both residents and visitors. As there is a greater crisis awareness after the pandemic, there is a greater openness to new knowledge and change in the industry. There is a desire for structural change that can increase innovation and the pace of change and adapt to a new reality. The results of the work on the strategy will ensure that the whole sector is working towards the same goals and that there has been a significant increase in knowledge that helps to increase the willingness to invest towards targeted development areas. In the long term, the project’s efforts for the digital and green transitions are estimated to contribute to better financial sustainability for hospitality companies.