This paper discuss new expressions like Experience Economy and Dream Society, both both expressions imply that the society are now facing other demands from customers concerning tourism products. In many ways we are talking about progression ofeconomic values from teh tourist's point of view as well as from the view of the producers. In the future the producers have to focus more on making and deliver an experience for individuals then today and in older days.

In the future producers have to deliver much more complex product offers then before, the complexity of the tourism product will increase and tohandle that requires a lot of knowledge as well as well trainedemployees. We will try to find out what the next step will be, from Experience Economy or Dream Society offering complexproducts - to, maybe, transformation which is an offering to the individual that he or she can be guided, the customer will be the product.

To summing up the future will focus much more on individual, tailor made products and edutainment.