The ongoing shift from tangible to intangible service offerings in tourism industry is illustrated by the use of service design and the emphasis on service experience. Srvice design, as a relativelu new field of study in the context of tourism destination network, offers the potential to facilitate service experiences and co-creation. This paper presents a multiple case study of tourism destination networks evolving around three ironworks villages in rural areas of Finland. This study contributes to the literature on tourism and culture by focusing on co-creation and service experiences by identifying service design principles: design tools´ usage, participant engagement, stakeholder co-creation, dramatic event structuring, sensory design and delivery process coordination, and parctices that facilitate the creation of service experiences on a network level. In order to construct and strenghten a national-level tourism destination brand identity, and to reap the potential benefits of such an entity, strategic so-creative efforts, and wider stakeholder involvement in destination metworks´total service design are called for.