Title: Navigating between seasons: Strategic decisions among small and medium sized companies in Sotenäs municipalityAuthors: Edvin Stridh & Max AlbertssonExaminer: Savvas PapadopoulosSupervisor: Fazle RahiBackground: The recent debate on overtourism across Europe has highlighted that tourismdependent areas face significant challenges, where economic growth often comes at the expense of the well-being of local residents and the environment. In a Swedish context, such as the municipality of Sotenäs, this means that businesses must navigate substantial seasonal fluctuations in demand and make strategic decisions to survive and achieve competitiveness. Purpose: This study explores the challenges and opportunities that arise for businesses in tourist areas due to seasonal population fluctuations. The purpose is to understand which strategic business decisions enable companies to survive and be successful in an environment characterized by high competition and seasonal demand.Problem statement: Businesses in tourist areas face significant challenges due to seasonal demand, impacting profitability and long-term survival. To manage these fluctuations, strategic decisions and adaptations are required to enable long-term sustainable business operations.Method: The study employs a qualitative method with a deductive research approach, where empirical data was collected through ten semi-structured interviews with business leaders and entrepreneurs from Sotenäs municipality. The empirical data was then analyzed using thematic analysis.Conclusions: The study’s findings reveal that the respondents have a broad perspective on success. They achieve their definition of success through strategic adaptation and strong relationships with key stakeholders, particularly employees and customers. Despite operating in different industries, the businesses display similar patterns in their efforts to extend the high season to stabilize demand, which is identified as a crucial factor for success. The results indicate a strong sense community engagement, which is perceived as distinctive for tourist areas. The study provides both theoretical and practical insights and suggests further research focusing on specific industries, other locations, and international comparisons.Keywords: Adaptation strategies, demand fluctuations, small and medium-sized enterprises (SMF:s), strategic decisions, seasonality.