One of the latest marketing trends affecting many businesses is the increasing will for co-creation on the consumers’ side. The tourism sector is also embracing such trends, leading to customization of experiences, where the tourists may also use their creativity to design the experiences they want to live in the destination.

Following up with the trend of collaborative consumption, this entails co-creation of the experience between the supplier and the tourist, as it is personalized to the will of the client, who usually has plenty of information beforehand on what he wants to experience.

Furthermore, destinations 3.0 empower tourists to participate in co-creation of marketing contents such as photos and mostly stories. Through the social networks, they are entitled to collaborate in creating all sorts of content to share their life-changing stories with their peers.

What challenges do the destinations have to face when developing experiences through co-creation?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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