Active collaboration and co-creation of value between the various value chain actors of tourism is a key enabler of every successful circular and sustainability initiative.
Value co-creation and active collaboration should therefore be the default relationship setting for tourism actors. By developing pro-active and concerted discussions between local communities, trade bodies, Destination Management Organisations (DMO’s) and tour operators to explore product development opportunities, tourism providers can develop more diversified and resilient travel products, while lowering social and environmental negative impacts.