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The objective of SB WELL is to build a solid foundation for developing the coastal area (area draining to the Baltic Sea) of the south Baltic (SB) in to a sustainable tourism destination that is competitive on the global market. This includes increasing awareness on what the region has to offer in terms of natural and cultural heritage, and facilitating the choice of green services and products. We believe there is a potential for branding the region as a world-class provider of high quality recreation for wellbeing. Today people become more conscious about the need of a healthier lifestyle which makes wellbeing tourism a fast growing segment within the industry. The market however is highly competitive and the SB region is in a sense a new player and not sifficiently well known on an international scale. Despite the high quality and precious resources for recreation and wellbeing available in the SB, there is a need to increase the attractiveness of the region as well as capacitate actors in this segment. Moreover, since tourism is a high resource demand sector there is an emerging exigency for it to be carried out in harmony with the surrounding environment. We believe in tourism that brings wellbeing to the visitor as well as to the hosting region, in terms of both the natural and human resources on which the industry draws upon. Some of the additional current challenges that will be adressed in the process of producting the products of the project are limited low and off season options for recreation, joint (i.e. affordable) marketing opportunites reaching an international audience for SMEs, lack of diversification in producs and services offered.The seed funding from Interreg is essential to carry out a thorough prefactibiliy study of the current situation, scan the current resources, investigate the concerns and needs of the industry in depth, as well as to extend the colaborations for partners to more countries and secure associated partners in Sweden.