The overall goal of the project is to increase competitiveness for small and medium-sized tourism companies in the region, in regional, national and international markets. The project goal is to create improved conditions for this increased competitiveness. The project’s milestones in the field of destination development WITH HEALTH IN FOKUS is to improve the opportunities to increase the number of active actors during the period September to May. The theme areas are nature tourism and culture. The project’s milestones within SAMVERKAN MELLAN Tourism BUSINESS is to develop and disseminate a model for tourism companies in collaboration as an exemplary example. The co-operation of the River Country Economic Association is the basis for this. The project’s milestones in the field of market establishment AND MARKETING FOR MARKNADSNÄRVARO is to highlight the destination Umeå region and the tourism industry nationally and internationally. Activities to achieve the first goal are about lectures, workshops, product development, packaging, networking, developing visitor guidance etc. Activities for the second sub goal is to develop a model for tourism companies in collaboration, develop and strengthen corporate collaboration internally and externally within River Country ek.for. and develop products and thematics within RC. Activities to achieve the third goal include inventory of sales channels, marketing efforts such as viewing trips, press trips, trade fairs, brochures, film, photo, review of the use of digital media, etc. The project is expected to result in: — Seasonal fief – Strengthened brand for the destination and companies in a national and international market – More companies/actors in collaboration – More visitor reasons – Inventory and started work to create more visitor guidance regarding the area of culture – Extended visitor numbers nationally and internationally