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Can sustainability drive innovation in the tourism sector?

  • Publisert 02.04.2012
Nordic Innovation presented the results from the joint Nordic Innovation and OECD program Business Model Innovation in Tourism and Experience Economy at the 89th session of the OECD’s Tourism Committee on 2 and 3 April 2012.

The results show that 85% of all companies have an unfocused innovation strategy and more than 90% an unfocused green innovation strategy.


- This might seem like the tourism industry is lagging behind in terms of innovation management, but in reality it is not very different from the situation in many other sectors, says Petra Nilsson-Andersen, senior innovation adviser at Nordic Innovation.


Only 4% of all companies have their primary innovation focus on partnership. However, if green is integrated into the equation of innovation focus, the focus on partnership is 33%.


- This is a striking difference, and raises an interesting question as to whether tourism should let sustainability drive innovation in general and not vice versa , says Jørn Bang Andersen, senior innovation adviser at Nordic Innovation.


The findings sparked off a good discussion on how green can be a driver for innovation and and growth in the tourism industry. The OECD Committee applauded the program for being successful in bringing the companies’ own perspective into an otherwise often policy oriented discussion.


Nordic Innovation and The OECD Tourism Committee arranges a joint conference for an immersive exploration of and discussion on how tourism companies can leverage green innovation to achieve and maintain sustainable business value.


The conference takes place in Tivoli, Copenhagen, on 21 May 2012. It is free of charge with a limited number of seats.


Read more about the conference and sign up here.