Sustainability in tourism is often associated with visible actions such as eco-friendly infrastructure, certification schemes or energy efficiency. Yet the article “Service Innovation in Tourism: The Critical Overlooked Dimension of Sustainability” by GreenSET consortium partners underlines that the way services are designed and delivered is just as crucial. Service innovation—covering customer experience, inclusivity, digital tools and host-community interactions—can drive meaningful change in the sector.

The piece shows that travellers increasingly seek not only low-impact travel but also authentic, seamless and engaging experiences. Innovation in services can meet these expectations by combining technology, inclusivity, and cultural authenticity while reducing environmental and social pressures.

For tourism operators, this means adapting staff training, co-creating experiences with local communities, using feedback systems to refine services, and designing offers that can respond to global challenges. For policymakers and destination managers, it suggests that service innovation should stand alongside environmental measures as a pillar of sustainable tourism.

We recommend reading the full article for a more detailed exploration of the service innovation models discussed, and how they can be applied in different tourism contexts.

#Innovative tourism #Sustainable tourism