Cultural tourism is an international trend in strong growth and Norway wants to become a cultural destination by 2030. Sunnfjord has the potential to develop as a cultural destination. Here are high quality cultural experiences to be found in form of art, music, heater and cultural heritage. Nevertheless, there is a need for the approximately 200,000 tourists staying in Førde to stay longer, experience more and come to visit throughout the year. The aim of the project is to design holistic customer experiences that will contribute to sustainable value creation across three sectors. With cultural offer as a driving force, closer cooperation will be established regarding customer understanding, design development, and new product and services. The interaction between culture,tourism and trade will lead to innovation that give more visitors, longer stays, more income per visitor and more repurchases.