The new realities of communitization and increasing competitiveness inevitably demand a cultural shift towards more collaboration and innovation, not to say that the most effective innovation is to be carried out through collaboration, as it is the case with open innovation systems.

Fostering a cultural shift towards further collaboration and innovation is not likely to be a minor challenge, depending on the local culture of the destination. However, the great advantage of tourism destinations approaching the “Vision of Tourism 3.0” is that mission driven purposes are those which naturally motivate the most contribution and collaboration among humankind.

As the Whitepaper “Building a culture of collaboration and innovation” is to explain, such change has to be driven primarily by the right kind of leadership and an adequate system of rewards to change attitudes and build trust throughout the community.

What kind of cultures do you think are more likely to succeed in developing destinations based upon the Vision of Tourism 3.0?

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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