Dump or take-away? The Reinvent Tourism Festival as a living lab to co-create sustainable and inclusive business models


14.00 – 15.30, 3 September 


To co-create new business models that contribute to socially and economically sustainable urban consumption spaces as living labs, drawing on the Reinvent Tourism Festival and participants’ examples


How can we develop future-proof urban consumption spaces, inclusive of diverse stakeholder interests?
This co-creation session draws on participants’ experiences gained in their past and current practices in and with the city as a space where habitation, work, recreation, all go hand in hand. In such ‘urban consumption spaces’, diverse users draw on shared resources their own purposes and interests. We draw on the example of the Reinvent Tourism Festival, enacted wholly online. The festival is an appropriate example of a living lab to foster engagement and inclusion, aimed at repositioning Amsterdam as an attractive space for all stakeholders, wrapping serious debate and co-creation in fun, creativity and originality. We evoke participants’ experiences in co-creation through living labs, where virtual means have become an essential means to realize our varied professional aims. Which experiences from the past do we choose to dump, which do we take away? We focus primarily on urban consumption spaces but also invite experiences from other contexts, to understand the dynamics and possibilities to co-create future-proof business models based on our experiences with living labs.


City dwellers, the natural environment, entrepreneurs, visitors, tourists, civil servants – from their own purposes and perspectives, they all use the city as a shared resource. By way of a journey and using different perspectives on the past, present and future, we will seek to identify creative opportunities for co-creating solutions to local problems, in harmony with local residents, with visitors and tourists; where entrepreneurs can develop flourishing businesses to accommodate these different stakeholders; and where a constructive relationship is developed with policy makers for the shared usage of common resources – to name but a few. During the session we will journey along participants’ experiences and perspectives in three break-out sessions, focusing on changing, seeing and feeling. That is, participants experience three different game-based approaches, whereby the three session hosts rotate between the groups to address the main question in a participatory manner. We will then reconvene to co-create new business opportunities that contribute to socially and economically sustainable urban consumption spaces as living labs.



Participants will have concretely developed at least one idea that they can apply toward more inclusive and sustainable business models, including the means to actually realize it, in co-creation with other participants’ and supported by experienced facilitators. Participants will also have practiced three different methods of co-creation to generate, develop and implement this idea.


Knowledge of novel approaches to co-create inclusive and sustainable business models.
Inspiration from participants’ creative examples.
Familiarization with three different facilitation methods toward co-creation.


First, a plenary introduction (15 minutes) to introduce the Reinvent Tourism festival (part of the Untourist Movement) as a creative living lab aimed at fostering inclusion and sustainability in Amsterdam as an urban consumption space. Next, participants are assigned to three break-out rooms for three subsequent break-out sessions (3x 20 minutes). Participants stay in the break-out room while session hosts rotate, all introducing a different participatory approaches to address the main question: “Thinking hats for co-creation”, “A social mindfulness approach to co-creation” and “Opportunity insight in co-creation”. Participants will experience each approach, in a different order. Finally (15 minutes) we reconvene to co-create new business models that contribute to socially and economically sustainable urban consumption spaces as living labs, by drawing out the implications of the break-out sessions. Discussions can continue afterwards, via the https://openresearch.amsterdam portal.


All ENOLL participants are likely to draw their own benefits from the workshop.The workshop conveners are both scholars and practitioners and have designed the workshop in such a manner that the session is of interest to both. For scholars the workshop is of interest because we share different methods to addressing a shared research question and also develop knowledge regarding urban consumption spaces as living labs. For practitioners, the workshop is of interest as a means to draw inspiration from others, to share own experiences and struggles, and develop concrete means to address these.


Preferred number is around 30, up to max 45.