How to design experiences: ’Experience design in city tourism’ has gathered 14 city tourism organisations from most of the larger cities in the Nordic region. The project aims at gaining knowledge about the experiences that tourists have, want and remember in the cities. By doing so, the objective is to improve the experiences that are supplied and demanded in the cities. To reach the objective a series of different analysis elements have been conducted. As a starting point, experience design as a concept was investigated by a research team, which led to the development of the framework of the project.