The Visit Village economic association is a Swedish cooperative venture that acts as a platform to organise and market rural tourism experiences that are grounded in meaningful encounters with locals and the unique 'sense of a place’. It is a novel approach to rural tourism designed to facilitate entrepreneurship, collaborations, and local participation. 22 The guiding premise is that a collaborative and inclusive structure can help local businesses, artisans and residents to act on opportunities, overcome challenges and adapt to changes in circumstances. Thus, the Visit Village model is a manifestation of a place-based entrepreneurial ecosystem where stakeholders interact in ways that generate value and provide access to resources and knowledge, as well as validation and support. This research follows Visit Village through its first operating season to explore if and how the cooperative model helps to create favourable conditions for local actors to engage in the production and delivery of tourism value propositions. The empirical investigation focuses on the success factors, shortcomings, experienced challenges and other practical considerations. The analysis is informed by contemporary entrepreneurship theories; Spatial Bricolage (Korsgaard et al., 2021) illustrates how entrepreneurs creatively utilise resources in their spatial context to generate value, and Civic Wealth Creation (Lumpkin& Bacq, 2019) provides a framework to study how different stakeholder group interact. The findings and conclusions of this study contribute to our understanding of entrepreneurial ecosystems in rural tourism."