The aim of the project is to maintain and increase Lapland’s international interest in tourism through marketing and customer understanding. The aim is to convert the interest generated by the upcoming major cooperation campaign into Lapland’s tourism customers.Toimenpiteet:Dataohjautuvan development of marketing, the use of new types of customer data in tourism marketingDigital marketing, the integration of people interested in the phenomenon into Lapland’s joint tourism marketing and tourism customersThe development of new marketing and sales solutions, the development of digital customer paths and the introduction of new sales solutions. As a result, the global visibility and competitiveness of the tourism industry in Lapland and the ability to attract new customer groups will be improved. Summer tourism in Lapland is growing and seasonal fluctuations are decreasing.