The tourism industry is facing three megatrends linked to smart tourism; technological processes, socio-demographic change and sustainable development/environmental neutrality. The three megatrends require awareness-raising efforts on changing target groups with ageing populations and digitally born, higher levels of digital literacy, big data and distributed infrastructure, and responsible, inclusive tourism with an increased sharing economy. This requires more partnerships from, among others, businesses and public actors in the tourism industry in places/destinations, who are willing to share data and exchange knowledge. The project will set up a joint roadmap for smart tourism for Östra Mellansverige, with a data-driven partnership that involves and works for knowledge exchange between private and public actors. The project will give companies and public parties better conditions to actively work with and develop services linked to shared, open and international data.