To investigate the relevance of design thinking principles on tourism business development

The next 12 -18 months will see restricted travel opportunities and whilst many tourism destinations will focus their attention on strategic marketing campaigns, tourism operators will be wondering how they differentiate themselves in a crowded and economically depressed marketplace. Nature-based and cultural heritage experiences offer affordable, easily achievable experiences that deliver yield in term of personal and emotional resonance. Given tourism is a highly complex human activity at the crossroads of heritage, nature and culture, and design thinking helps solve complex human centred problems - I’d like to investigate if design thinking could enhance the co-creation of sustainable tourism experiences.