In today's society, people are looking for experiences while traveling in a global perspective increases. To compete on the global market and follow the development, have a national strategy for Swedish hospitality industry been developed. The strategy is called Vision2020 and focuses on destination development and the development of export mature products to enhance Sweden's attractiveness and bring more tourists to visit Sweden.This study focuses on how creativity can be used to create more innovative products. The study aims to examine how an innovative tool can be designed on the basis of creativity theory and empirical data for product development for small businesses in the hospitality industry in Swedish Lapland. For the design of innovation tool has a literature of creativity theories implemented and interviews with key people in the hospitality industry in Swedish Lapland. The results from the literature study and the interviews are then combined to an Innovation Tool.The Innovation Tool results in a process of how the creative process looks like and how creativity can be benefit.Keywords: Experiences, Hospitality industry, Tourism, Vision2020, Creativity, Innovation, Product Development, Swedish Lapland.