Bringing diverse minds together often sparks the most transformative ideas — and the Tourism Innovation Jam proved exactly that. Hosted at the Department of Tourism and Hospitality Management at the Prague University of Economics and Business, this co-creation workshop, organized by BizGarden, became a hub of innovative thinking, collaboration, and fresh perspectives on the future of tourism.
The event brought together a uniquely diverse mix of participants: students, aspiring entrepreneurs, marketing experts, data analysts, and professional tour guides. This multidisciplinary blend of perspectives created a fertile environment for innovation, exchange, and creative problem-solving in the tourism sector. Co-creation workshop took place in a modern coworking center on campus, a space that further emphasized the spirit of openness, co-creation, and teamwork. Its dynamic and flexible layout encouraged active discussion, creativity, and peer learning throughout the day.
The workshop aimed to empower participants with actionable tools and methods for navigating the twin transitions of sustainability and digitalization. At its core was a focus on collaborative learning, practical application, and cross-sector creativity.
Participants were introduced to real-world challenges sourced directly from tourism industry stakeholders from Capacity2Trasnform project. With guidance from experienced mentors, the attendees selected two challenges to tackle. They were then divided into two multidisciplinary teams and tasked with developing new business concepts using the Business Model Canvas — a strategic tool designed to map, test, and structure business ideas. The use of this tool was instrumental in helping participants break down complex ideas into actionable components such as value proposition, customer segments, channels, and revenue streams.
One team developed a concept for thematic tours offering immersive, tailored experiences that cater to visitors’ individual interests. The second team reimagined tourist information centres as multi-sensory spaces that engage sight, sound, smell, touch, and taste to provide a richer, more interactive visitor experience.
The agenda combined motivation and ideation with hands-on application. Following a session introduction to tourism challenges and the Business Model Canvas methodology, teams moved into an intensive workshop featuring brainstorming, idea development, and feedback loops. Mentors offered ongoing support, while peer-to-peer feedback across teams encouraged reflection and refinement.
This format not only sparked innovative ideas but also demonstrated the value of co-creation across sectors. By working together, students and professionals developed ideas grounded in real-world relevance, supported by both theoretical knowledge and practical insight.
The Tourism Innovation Jam directly supports the broader goals of the Capacity2Transform project, particularly in fostering competitive and sustainable models within the cultural and creative sectors. It highlights how collaborative workshops can serve as living labs for developing solutions that are both creative and commercially viable.
Photos: Adriána Henčeková
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