Destinations approaching the Vision of Tourism 3.0 could obtain different kinds of outcomes from the Open Innovation System. These could be classified in four categories:

  • Business model innovation: includes marketing strategy and operational system innovation, strategy innovation for addressing socio-cultural and environmental issues, etc.
  • Technological innovations: includes new technologies to streamline operations or create more value, and technological solutions to tackle environmental or social challenges.
  • Co-creation of experiences: consists mainly of product development, focusing on the life-changing purpose of the experiences 3.0.
  • Story creation: consists of the development of stories in various formats, carried out by all kinds of contributors, in close relation with the development of experiences.
  • Marketing designs: includes graphic designs and pictures to be exploited in the development of branded merchandising products.

Business model innovation consists of all the activities carried out to revamp the model, such as constant brainstorming, reflection and discussion about improvements in either of the building blocks to achieve current goals, or to analyze new approaches to pursue the mission, improve profitability, streamline operations and adapt to the ever-changing environment, foreseeing in advance the upcoming challenges and opportunities. The collaborative system should empower new leaders to drive new initiatives with the cooperation and support of the other stakeholders. Participation is limited to qualified stakeholders, also considering crowdsourcing initiatives opened to networks of external experts. Training on business model innovation methods should be considered to set a common framework for collaboration.

In order to identify strategic and operational weaknesses, the monitoring system is to gather information that eventually should help in determining improvement priorities and orientating improvement direction. This information is obtained as a result of researching the tourists’ needs, problems, and concerns in view of identifying insecurities and discomforts to be addressed through improvement or development of new services and facilities. There are many kinds of possible outcomes within this category:

  • Marketing strategies: new target customers, new marketing & sales channels, new partners, repositioning strategy, pricing strategy, etc.
  • Marketing operations: new infrastructure, tools, activities, system streamlining, etc.
  • Mission-related strategies: new strategies for addressing social and environmental issues.
  • Competitiveness improvements: new infrastructure and service programs to reduce visitors’ discomforts and insecurities, as well as to improve the services’ quality standards.
  • Other strategic issues: supplier’s strategy, cost optimization, organizational structure, revenue streams, key resources & activities, building and sustaining competitive advantages.


There could be many open innovation strategies to obtain these kinds of outcomes:

  • Forum discussions to detect weaknesses and new ideas
  • Non-profit innovation challenges, especially for the mission-related innovations
  • Rewarded innovation challenges, for all other kinds of outcomes.
  • Ideation challenges for brainstorming ideas.
  • Short-listed bidding for consulting services, following the China’s Government model.


Beyond these outcomes, both the open innovation and monitoring systems are flexible and so permanently open to add new features and activities to tackle new challenges in the most appropriate way, and thus the variety of outcomes may increase constantly.


This article is from the White Paper “Envisioning Open Innovation in Destinations”, available for download in

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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