ABSTRACT Title: Manager’s perspectives within Tourism Alliances: the cases of Hälsingland and Finnforest Level: Final assignment for Master Degree in Business Administration Authors: Michele Salvati and Anna Skouri Supervisor: Maria Fregidou-Malama Date: 2013 - May Aim: This study investigates the most important advantages and disadvantages of being a member of tourism alliances. Furthermore, this project illuminates the importance of the experience within the alliance. Specifically, we investigate if the experience affects manager’s perception to be a member of an alliance.  Method: It has been adopted quantitative and qualitative method. Data were collected from two alliances located in Sweden: Hälsingland Tourism and Finnforest; through questionnaires to the tourism organizations that belong to each alliance. Furthermore, we did face to face interviews to the Managers of the alliances and to the advisors of Coompanion who worked for the creations of the alliances. Finally, data were analyzed with Microsoft Excel. Results& Conclusions: Sharing knowledge is the most important advantage to be a member of a tourism alliance. On the other hand the cooperation with weak and unequal partner is the most important disadvantage to be a member of a tourism alliance. Additionally, it was found out that the experience affects the manager’s perceptions. Suggestions for future research: As far as the financial support from the municipalities plays a key role in the creation and survival of tourism alliances, future studies could be conducted in that field. Contribution of the thesis: It is essential for tourism managers to understand and value the importance of the alliance before joining or creating a network. Furthermore, it was emerged that tourism alliances give benefits for the creation of tourism destination. Key words: Tourism sector, strategic alliances, tourism alliances, tourism sector, experience, tourism managers.