Today, the resort incorporates all tourism players, large and small, in the five municipalities of Billund, Vejle, Vejen, Varde and Kolding. The marketing partnership ushered in by the ‘"Big Three" in 2009 to attract visitors from Denmark and abroad was working so well that the time had come to expand the initiative and focus even more on employee development. This was done based on the maxim that the more visitors any player can coax to visit all three municipalities, the bigger the payback. The purpose was to bring together the tourism players in all three municipalities in a joint effort to create the holistic experiences that encourages visitors to spend more money, stay longer, share experiences with friends and family and come back another time.