In March 2023, Prof. Barbara Neuhofer had the pleasure of travelling to Istanbul, Turkey, to deliver a keynote at MTCON – The 4th Conference on Managing Tourism Across Continents. This vibrant international gathering brought together academics, industry leaders, and policymakers from around the world to explore innovation, sustainability, and the future of tourism.
The keynote, “The Future of Experience Design in Hospitality and Tourism”, centred around one pivotal question:
“How might we use experience design to create a positive contribution to hospitality and tourism?”
In her talk, she explored how hospitality and tourism can move beyond delivering memorable stays or trips, towards intentionally designed experiences that inspire transformation — for guests, employees, and the destinations themselves. Drawing on in-depth research collaborations in tourism and hospitality, Barbara shared strategies for integrating positive psychology, service design, and sustainability principles to create experiences that are not only extraordinary, but also regenerative for tourism communities.
“Standing on stage in Istanbul, I felt the energy of a sector ready to embrace transformation — to design hospitality and tourism experiences that truly make a difference for people and places across continents.” – Prof. Barbara Neuhofer
The energy in Istanbul — with its rich cultural heritage, warm hospitality, and dynamic conversations — reminded me that the sector is ready to embrace experience design as a driver for meaningful change. When we design with purpose, hospitality and tourism can become powerful forces for human flourishing and positive living.
