Today we had an inspiring co-creation session with Tourism Management students of In-Holland. Sabine and myself had the change to introduce them to the journey of Reinvent Tourism. How can we use tourism as a driving force for sustainability and connection? To start off, we've asked them the question: What made you choose to study Tourism? Beautiful answered were shared, from meeting others and helping destinations to getting a fun job and enjoy. Tourism can be so much more then a job, if you discover your personal why and purpose behind your journey. Steps towards a better tourism industry can be taken from all different levels, whether in corporate tourism or from a small start up. Important is that you feel empowered to make a change, and that you start with yourself. After showing some examples of how we create positive tourism in Amsterdam, we've asked the students to: Describe the perfect tourist? What would he do? The behavior of tourists is one of the most bespoken topics, making noice, polluting, misbehaving. When we think from the problem of over-tourism, we link it to negative behavior. Emphasizing polarization, differences and negative emotions. When we change this, and work from this positivity we can try to influence tourists to behave different and give back to the places they visit. Invite them to become a part of Amsterdam, be a citizen while they are here. This perfect tourist behavior is what we would call The Happy Tourist, with short videos we challenge everyone to become one. Today we've invited the students to create in small groups their own challenges. A one minute pitch where you invite tourists to do go. From trading souvenirs to sharing a coffee with a local. Discovering unknown places or cook together. Concrete ideas that make everyone happy. Example of a Happy Tourist Challenge If you would like to participate in a Happy Tourist Challenge in Amsterdam or create your own, you can check out more information on www.thehappytourist.eu or send an email to email@example.com . Thank you In-Holland and wonderful students for inspiring us and taking a step together!