However, there is a problem in tourism. For tourism experiences to be context related, authentic, sustainable, within carrying capacity limits, holistic and valuable for both visitors and visited, creativity is a must! Instead of traditional top-down focused suppliers working from a ‘survival of the fittest’ point of view, an innovative perspective of tourism as a network in experience environments is needed. In such environments dialogues can take place between equal partners. Moreover, partners may come from industries or sectors that never before would have been considered to belong to the tourism industry. But, wait a minute, what is ‘the tourism industry’, when not even the best experts, the visitors and the visited themselves, are included as partners in designing the tourism experience?!

At Co-creations dreams are made reality with the development of the Co-lab, a flagship location for the co-creation (tourism) experience. The Co-lab is a space that turns into a meaningful place through the principle of co-creation. In the Co-lab, tourism experiences are conceptualized in co-creation with creative locals and guests. It is a place where tourism experiences are realized that give colour, taste and rhythm to the guest’s stay. The co-creation model would not be complete without optimizing the tourism experience. Innovative research methods invite the guests to express themselves as a person, not just as a tourist. All this is input for innovation. Take a virtual look at Youtube or come to Spain and experience it yourself!

With great enthusiasm, virtual spirit but real action, the founders of Co-creations are turning their tourism and hospitality Degrees and fascination into research and consultancy practice. Upcoming conferences where Co-creations will contribute are ‘The Extraordinary Experience Conference’ of Bournemouth University, UK and the ATLAS Conference ‘Destinations revisited. Perspectives on developing and managing tourist areas’ in Viano do Castelo, Portugal, both in September of this year.