Experience economy is about different industries which try to create experiences and activities for their customers. Previous researchers have been putting experience economy together with sports, electronic sports and destination development for example. Experience economy can be connected to different destinations and industries. This qualitative study connects experience economy to South of Öland, based on their current situation. The aim of this study is to explore the potentials of experience-based tourism in south of Öland as a way to develop the attractiveness of the region. This stud is examining the stakeholders of Mörbylånga, a municipality in South of Öland and their target groups in order to see how the south of Öland can develop the region as an attractive destination by using their resources effectively. In order to give Mörbylånga a recommendation of how they can improve their destination attractiveness and also to provide a theoretical contribution with a conceptual model based on tourism experiences