In the context of world-wide competition among travel destinations the main strength of the NSR may lie in positioning itself as a sustainable destination. However, in many cases this is still a future goal and a lot needs to be done towards its achievement. The partners in the tolearn project aim to facilitate this process through stimulating cooperation and mutual learning among coastal regions and destinations in the NS. This will be achieved through developing Regional Tourism Profiles where regions sharing specific problems will be matched; selection of best practice pilot regions which will be in-depths analysed for success factors; and draw-up recommendations and guidance for further implementation of the learning tourism concept.