Innovation in tourism thrives on a set of core values that guide how destinations, businesses, and communities evolve to meet changing traveler expectations while promoting sustainability and exclusivity. Here are the key values that drive innovation in the tourism sector: 1. Sustainability Prioritising eco-friendly practices and minimizing environmental impact. Encouraging responsible travel and conservation of cultural and natural heritage. Innovating with green technologies and low-carbon solutions. 2. Collaboration Building strong partnerships among governments, businesses, academia, and local communities. Co-creating experiences with travelers and stakeholders. Sharing knowledge and resources to foster collective growth. 3. Creativity & Adaptability Embracing new ideas, technologies, and business models. Responding quickly to global challenges like pandemics or climate change. Designing unique, immersive experiences that go beyond traditional tourism. . 4. Inclu...