Tourism in Lapland is developing strongly, but at the same time is facing new challenges. Rapid growth requires investments in year-round tourism, accessibility development and sustainable and controlled growth. The provincial reform brings changes to development structures and challenges the search for new ways of operating. The renewal of the tourism strategy in Lapland is timely again. The new challenges call for more effective approaches to development. The aim of the project is to make Lapland a unique innovation hub for tourism in the Arctic region in line with the Lapland Smart Specialisation Programme. The project will make the Arctic tourism ecosystem/cluster of Lapland visible, develop network cooperation and division of labour between actors and raise awareness of Lapland’s Arctic tourism know-how and industry. Profiling as an Arctic tourism ecosystem in Lapland strengthens cooperation between the tourism industry and research, education and development organisations. This, in turn, will enhance the implementation of the development measures at the Lapland level, the creation of new innovative products and services and the creation of jobs, which are driven by the needs of the tourism industry. The project also raises awareness of tourism in Lapland at national and international level, actively influences decision-making in accordance with the objectives of the tourism strategy and prepares for the next Structural Fund period. The practical measures of the project will involve tourism operators more closely in the Arctic tourism ecosystem/cluster of Lapland and develop a new Lapland tourism strategy for 2019-2022. The strategy will be based on growth surveys and tourism scenario work to assess the threats and opportunities that may affect the development of tourism. They will be based on a long-term vision for the development of tourism in Lapland. In the past, strategy work has not been carried out in an ambitious manner from a cluster perspective. With the new approach, the roles and division of labour of the actors will be clarified, and responsibility for achieving the objectives of the development work will be allocated to different actors. Through the strategy work, tourism actors will better recognise their role as part of the wider context and the objectives of smart specialisation. In building the operating model of the tourism ecosystem in Lapland, the regional reform and possible new development structures will be taken into account. Lapland’s tourism ecosystem implements a smart specialisation programme and is also linked to other emerging industries, which brings new business and cooperation opportunities. The nature of tourism industries justifies the use of the term ecosystem as distinct from other smart specialisation clusters. The project develops the visibility and visibility of Lapland’s Arctic tourism ecosystem by cooperating with other ASE clusters at EU level. In particular, cooperation at this level is carried out with the Lapland Tourism Safety System, which is already a well-known and well-known operator at EU level. The project will clarify the lead messages and aim to influence the programmes in a way that facilitates implementation. The project organises high-level events and meetings, implements influencer communication and develops communication materials. The aim is to highlight the high-quality and Arctic tourism know-how and industry in Lapland from the point of view of smart specialisation. Materials and materials can be used in national and international influencer communication, as well as in preparing for the new Structural Fund period. The work is also part of the Lappi brand work.