An extensive masterplan for a relatively small city will only be successful if it listens to those who know best; the people who live and work there. An extensive analysis of what has been said and written about Åndalsnes in local and national media is the starting point of the investigation, and we use this as an important supplement to the competition program. Åndalsnes’ unique scenery and excellent transport connections make it an ideal destination, not only for cruise tourism as today. Historically, Åndalsnes has thrived due to external initiative and knowledge. By expanding the definition of tourism and facilitate for new work/life trends, Åndalsnes can once again attract and better exploit the people and the ideas they each year bring to the city. The plan suggests increased density in the city centre, a new seafront promenade culiminating in a spectacular view point, more defined and varied public spaces where different user groups can meet and a public square facilitating for a wide range of activities summer and winter. The municipality’s strategy for the ‘world’s best place for nature-loving people’ needs to be interpreted not necessarily in a literal way, but rather as a guideline for public spaces, new housing, cafes and retail.