The tourism and experience industry employs 4500 persons, which is ca 6% of the total employment, and it is estimated a total tourist consumption of 300 mill. euro’s pr. year. 70% of the visitors are from domestic markets. Tourism is relatively most important in the rural parts of the county. The structure of the industry is characterized by one quite large ski resort (Trysil, with large companies involved), some business hotels in the cities, and a wide variety of small tourist-enterprises in the rest of the county. These small companies’ deals mainly with nature-based tourism connected to activities in the mountain and forests (cross-country skiing, hiking, hunting etc.). This SWOT-analysis mainly focuses on these small enterprises.