Tourism industry is more important than ever. The turnover from Swedish tourism increased during 2005 with nearly 10 percent to almost 191 billion Swedish kronor. Leisure travellers were accountable for 46 percent, Swedish business travellers for 21 percent and travellers from abroad for 32 percent. A political aim are set up that Sweden in the future will be a high attractive force as a country that's interesting for tourism and leisure recreation (NUTEK, 2007; Qvist, 2005; Nordin, 2005). Although both important and promising, the Swedish tourism industry faces several obstacles for further growth. One central obstacle that has been put forward in much discussions and debates lately is the relative low educational level of tourism entrepreneurs. This research attempts specifically to address these concerns by increasing the understanding for the educational needs of Swedish tourism entrepreneurs, and to examine how a suitable educational offer can be developed to meet such potential needs.This study reports on interviews with predecessors of tourism firms and supporting organizations. The interviews focused on tourism entrepreneurs' need of education and potential ways of tailoring education to fit their needs and situation. Results from the interviews indicate that there are several areas in which tourism entrepreneurs express a need for education, and that there are several obstacles to overcome in matching offers for education. Results reveal a model for capacitating to be flexible in time and space, be realized during low season time for tourism entrepreneurs, being border-crossing and using possibilities of distance spanned education.