Level Up, Swedish Strait 2020! the project responds to the need to develop new cultural and experiential tourism products in the Kotka-Hamina region and Kymenlaakso, as well as international cultural services offered to international cruise passengers. Services will be developed in accordance with the chosen theme of the Swedish Strait. The theme of the project was the Swedish Strait, because in 2020 an exhibition will be opened at Merikeskus Vellamo for the 2nd Maritime Battle of the Swedish Strait, which offers an unprecedented experience of the battle of the great powers. At the same time, the perspective is global and local. Extensive research for the exhibition provides a basis for productisation. Project objectives:1. An acceleration programme for tourist and cultural operators will improve the business skills and profitability of cultural and tourism operators 2. Develop new services and products in Kymenlaakso based on genuine historical stories and improve the quality of existing services.3. Attract new businesses and professionals in the service and tourism sector in the region4. Increase the number of tourists in Kymenlaakso5. To compile a content bank from the region’s stories as a basis for productisation.6. Strengthens cooperation in a fragmented field, which will also benefit the implementation of other thematic and jubilee years in Kymenlaakso. — Gender equality: The project encourages especially women-led service companies to participate in e.g. an acceleration programme.- Sustainability: The project promotes public awareness of the characteristics of the site, including the specific nature of nature, taking into account, for example, the limitations of protected areas as tourist destinations. The new business created through the project will diversify the economic structure of the region.- The project will also bring the region’s historical stories to this day and strengthen the cultural identity of the inhabitants of the region. WP1: Strengthening and coordinating cooperation between cultural and tourism actors 1.Maintenance of existing services and events that are suitable for the Swedish Strait theme2.Involving local actors in cooperation to develop new tourism services3.Contacts with stakeholders such as educational institutions and national cultural and event actors. WP2: Swedish Salmi-themed acceleration program1.The program for tourism and cultural operators and businesses utilising the Level Up accelerator platform, as well as its good practices and experiences. The programme is free of charge and open to all cultural and tourism actors (e.g. museums, orchestras, events), companies and students in the field. The Acceleration Program will work and test new tourism and cultural services with student teams and international level mentors in a customer-oriented way. For students, the project and accelerator offer an opportunity to develop working life skills and know-how in real development projects or even create new companies around the services developed.2.The integration of travel and cultural actors into the Kymenlaakso start-up ecosystem. 3.Other training. WP3: Strengthening marketing expertise and communication 1. Content and Materials Bank: Bringing together stories related to the Swedish Salmi theme into a content bank that can be used by different actors to develop services and products. 2. Communication of the Swedish Salmi Acceleration Programme, marketing campaigns, which also serve as a tool for international marketing in the region3. Strengthening cooperation between actors through communication. Southeastern kayaks and other communities in the Swedish Strait theme viestinviejiksiTulokset:WP1: Strengthening cooperation: — Bringing together existing products, services and events that are suitable for the chosen Swedish Strait theme- Strengthening cooperation between different actors also for the benefit of the upcoming celebrations and European Years.- Integration of cultural and tourism actors into the region’s start-up ecosystem. A new way of working together between museums, other cultural organisations and actors, as well as businesses and educational institutions. WP2: Swedish Salmi-themed Acceleration Program- New business and know-how for companies and other cultural and tourism operators- New cultural and tourism service companies and professionals in the region- New services to customers that are integrated into the real historical stories of the region and are inspired by genuine cultural heritage.WP3: Strengthening marketing expertise and communication- The project will also bring together a content bank that benefits later productisation.The compilation of scientific content and other existing stories produced by researchers at the Museum Centre Vellamo will serve as a basis for productisation.