In the wake of the major industrial investments, the needs in Norrbotten for sustainable and equal growth in the hospitality industry are increasing, which contributes to the green transition and an attractive place to visit, live and live. The project is primarily aimed at small and medium-sized companies in the hospitality industry. The goal is to strengthen sustainable and competitive regional and local tourism companies and destinations in the long term. Activities and specialist knowledge are carried out in: - attraction (target group, brand, content, partnerships, global market, marketing to the visitor on site, etc.) - innovation and competitiveness (product development, digital upskilling, etc.) - development of Arctic cultural tourism (new and more Arctic cultural experiences, etc.) - smart and trust-based network constellations and support structure (visit industry strategy, visitor management, strengthening clusters, etc.) The project contributes to Norrbotten being an attractive place to visit & experience, live & live & invest & run a business.