The document discusses the shift in marketing strategy for Southern Norway's Destination Management Organization (DMO) from a "bought and paid for" approach to one focused on building honest and deserved experiences. With limited resources, the DMO aims to be a local champion rather than world champion. It started digitizing in 2010 and its vision is to be number one in repeat visitation and repurchases. The DMO is part of a cluster program to drive research, innovation, and digital focus while delivering short-term results and long-term strategy. The key is meeting customers where they are through experiences, guest management, and digital and management systems.