Our society is at the beginning of an extensive green transition with northern Sweden at its centre. A challenge that requires cross-sectoral collaboration, increased skills supply and more innovations. The hospitality industry has unique opportunities to contribute but needs to better highlight the industry's value creation, strengthen collaboration with academia and develop its role in the cross-sectoral collaboration. The project will work in three areas with a focus on business promotion organizations and the aim to: - Further develop and establish at local level a common measurement method that makes visible the role and value creation of the tourism industry in society and in the green transition. - Match the regional tourism industry with the academy through new and developed meeting places and working methods and include more actors. - Develop, expand and coordinate cross-industry collaboration within the Jämtland Härjedalen smart specialization area Experiences, through the involvement of key partners and strategic alliances.