Seasonality in the tourism industry has long been seen as a problem, particularly in cold-climate environments. Despite the fact that this phenomenon has received a lot of attention in the literature, there is not yet a simple solution that can be applied to all destinations. Therefore, the purpose of this study is to map how the Swedish island Öland, whose demand 2020 is directed towards the summer, could develop it’s other seasons. With empirical findings from 24 different qualitative interviews and one observation, the study examines whether there are conditions for Öland to increase the number of visitors during current traditional low seasons. In conclusion we summarized five aspects that we consider significant for a seasonal development and gave suggestions for further research. First of all, it's important that Öland has a good and functioning cooperation between the actors. It is also important to be patient, a seasonal development is not something that happens overnight. Öland should also strive to deliver a unique experience with quality. In the long term, this will generate free marketing in the form of word of mouth. Other strategies are that the destination should focus more on secondary travel reasons. Finally, a common platform would be the finishing touch.