Tourism is one of the key industries in the development of Kainuu. International tourism is opening up after the prolonged corona pandemic, and Kainuu's tourism industry must be ready to respond to future demand, also in the domestic area. In recent years, tourism has been particularly affected by the corona pandemic, the Ukraine invasion, digitalisation and the demand for responsible tourism products due to climate change. In the changed and ever-changing operating environment of tourism, the timeframe is short and innovative measures need to be addressed more quickly, providing demand-oriented content from the Arctic Lakeland Kainuu region, especially through digital channels. The project seeks solutions to current challenges and objectives to improve the growth and competitiveness of SMEs - the consolidation and development of joint marketing in the Arctic Lakeland Kainuu region through resource-wise planning, updating and increasing the demand-oriented supply, developing and producing new and up-to-date material, increasing and renewing knowledge of joint marketing and operations, and versatile utilization of digitalization in different channels and by means of up-to-date and responsible content production. In the improvement of services and products, consideration of the principles of sustainable tourism, responsibility and year-round are highlighted. Concrete measures will be implemented within eight (8) work packages (WP) for both the main project and partial implementations. Responsibility and sustainable development are a cross-cutting theme in all measures. WP 1: PROMOTING COOPERATION AND NETWORKING WP 2: INNOVATIONS TO IMPROVE SERVICES (PRODUCTS) WP 3: DOMESTIC INNOVATIVE TOURISM MARKETING MEASURES WP 4: INTERNATIONAL INNOVATIVE TOURISM MARKETING MEASURES WP 5: PRODUCTION OF MARKETING MATERIALS WP 6: DEVELOPING THE CUSTOMER EXPERIENCE IN DIGITAL CHANNELS WP 7: DEVELOPING DIGITAL SKILLS WP 8: DEVELOPMENT OF KNOWLEDGE AND SERVICES IN RESPONSIBLE TOURISM Results and impact: The project contributes the change of tourism in Kainuu towards the goal of a carbon-neutral Finland set by the Finnish Government. The whole project with its partial implementations contributes to the joint efforts of the province to accelerate the demand for flights that ensure market-based scheduled air traffic in Kajaani, to secure and develop accessibility. Joint group project strengthens SME business in Kainuu. The group project renews the implementation and resourcing of Kainuu's domestic and international joint marketing into a managed entity that is developed and managed in a coordinated manner. The most important qualitative result is smooth, successful cooperation and resource management in the planning and implementation of joint activities. Quantitative performance can be monitored e.g. with the increase in the number of new products, services and service packages, as well as with the data of the digital channels and the results of the marketing campaigns. In the tourism region of Kainuu, through innovative tourism marketing measures, the key target groups and Kainuu's attraction factors have been identified by utilizing the data obtained from the measures. The responsible and digital know-how of tourism operators has contributed to a successful customer experience. In the long term, the project will increase the competitiveness of SMEs, raise the profile of Kainuu and increase the volume of customers from international and domestic markets.