How to improve innovation in sustainable tourism? Five lessons learned from the Austrian Alps

Abstract

Purpose: The purpose of this paper is to propose lessons learned on how innovation can help facilitate sustainable tourism in regions. Sustainable tourism is a promising concept for a resilient future of tourism destinations, however, its practical implication remains a challenge. Design/methodology/approach: To gain these practical lessons on innovation, a so-called “inspirational journey” was organized. An interdisciplinary group of experts went to the Austrian Alps and many local initiatives and innovative ideas were presented. Findings: As a result of this journey, the authors advocate five lessons that can help improve sustainable tourism in the future. Practical implications: Being a source of inspiration for policy-makers and planners, these lessons can be applied to other regions. Originality/value: The added value of this viewpoint paper is that it provides practical examples on how innovation can help improve sustainable tourism in the future.