This document discusses innovation in the visitor economy. It summarizes a LinkedIn debate on the topic that had over 500 responses and followers. Innovation is defined as the successful application of new knowledge or the process of exploiting new ideas to create value. The document discusses how innovation occurs in sectors like tourism through partnerships across industries. It also recognizes barriers to innovation for small tourism businesses and ways to support innovation through research, networks, mentoring, and knowledge transfer partnerships. Opportunities for tourism innovation include greater use of digital technologies and concepts like gamification, crowd-sourcing, big data, and geo-tagging. A full report on findings will be released in early 2014.

1. Innovation in the
visitor economy
James Berresford
Chief Executive

2. How successful was the debate?
LinkedIn
Twitter
− 518 responses , 21
groups (10 non tourism)
− “top influencer” in group
with over 19,000
members
− 533 additional followers
− 617 click through
− 175 views of intro video
You Tube
“I don’t think I’ve seen such a good discussion on LinkedIn for
a long while”
Bruce Martin (Social Media expert)

3. Defining Innovation
“the successful
application of new
knowledge”
(Technology Strategy Board)
“…the process by
which new ideas
are successfully
exploited to create
economic, social
and environmental
value”
(DBIS)

4. Innovation
doesn’t
just
happen

5. How innovation works in the visitor economy
Innovation can happen in the
same way as other sectors
“…innovation is something
that will naturally occur in any
competitive commercial
environment, and does.”
LinkedIn contribution
Those from outside the sector
may find it easier with no
restraints or market share to
protect
− However, some believe
understanding of the
sector is required
− opportunities for
partnerships across
sectors?
“Where things work really
well is where the two
[sectors] combine. i.e.
tourism company goes to the
tech company and says this is
the problem can we solve it.”
LinkedIn contribution

6. Recognising the barriers
• Challenges for the sector to get started
− Nature of SMEs (owner operated)
− Lack of support networks
− The access to & the skills to interpret research
− Risks (cost of investment vs. fear of imitation)
• Funding not considered as much of a barrier as
first thought

7. Supporting Innovation
Research
KTPs
Supporting
innovation
Mentoring
Networks

8. Supporting innovation (1)
• Research
− Seen as a critical source of inspiration and
evidence for investment decisions
− Lots of it but…
• issues with the skill of interpretation
• Access
• Relevance (up to date), cost and access
• Is horizon scanning needed, i.e. what is
happening in other sectors or internationally?

9. Supporting innovation (2)
• Networks
− Are local networks set up to support
innovation?
− There is a suggestion that networks for
innovation are best facilitated nationally
− Helps to reduce barriers related to fear of
imitation/ competition (open innovation).
− Digital platforms present new and interesting
opportunities

10. Supporting innovation (3)
• Mentoring
− BIS suggest SMEs with mentors more than twice
as likely to innovate that those without
− Some good general examples but not many
tourism ones
• Knowledge Transfer Partnerships
− Potential good intermediary platform for tourism
that needs more effective usage
− Relevance to individual SMEs? Networks of
businesses are more effective - an opportunity for
DMOs?

11. Private vs. Public
• Private role
− To be the innovators!
• Public role
− Support innovation to happen
• Develop public policy
• Facilitating networks?
• Horizon scanning?

12. Opportunities for innovation
• Digital use is on the rise
• Four innovations yet to
be maximised,
significantly adapted for
the visitor economy
Gamification
Crowd sourcing
Big Data
Geo-tagging
• Our panel will discuss
shortly

13. More to discuss…
Report with full findings in early 2014