This co-authored article of B-SHAPES WP5 researchers Eeva-Kaisa Prokkola, Dorte Jagetic Andersen, Fredriika Jakola, Tomas Nilson and Sara Svensson problematizes tourism destination development in the European borderlands of Denmark–Germany, Sweden–Denmark and Sweden–Finland, where border crossing has been relatively free for decades, except for the time of Covid-19 pandemic border restrictions in 2020–2021. The research contributes to border studies and tourism studies by developing a framework for analyzing tourism destinations through the prism of the multilayered border, with a focus on destination images, attractions, and hosts. The reseach complements previous studies on tourism development and cross-border partnership in the European Union territory by investigating multiple tourism destinations in the border regions and by contemplating to what extent borders form a resource for destination promotion in the aftermath of the pandemic. The examination of regional tourism development through the prism of borders informs us about the compatibility of the idea of a “borderless” Europe with border region “realities.”