1. Building the Future of Tourism: Competitiveness through Innovation Pellervo Kokkonen, Programme Director, Tourism and Experience Management Centre of Expertise Savonlinna Innovation Centre Ltd.Savonlinna, Finland

2. OSKE: Growth, profit and competitivenessKnowledge, tools and best practices Vision 2020: Finnish travel & leisure business is growing, profitable and internationally competitive. Mission: Tourism and Experience Management Competence OSKE Clusterprovides growth oriented companies latest knowledge, signals and tools to strengthen their core competences in creating sustainable and consumer focused business models. What How Strengthening of expertise Tools and Best practices Information dissemination Foresight and research Collaboration with tourism businesses and related interest groups Internationalization, sustainability, networked business models OSKE: Finnish Centres of Expertise Programme

3. Many faces of innovation in services and tourism Customer / marketinnovation Productinnovation Processinnovation Resourceinnovation Changes in the business environment

4. Destination lifecycle – innovation in different development phases of destination Rejuvenation A Numberof tourists B Criticalrange of elements of capacity Stagnation C D Consolidation Decline E Development Involvement Exploration Time Source: Hypothetical Evolution of a Tourist Area (Adapted from Miller and Gallucci, 2004) Resourceinnovation Processinnovation Customer/marketinnovation Productinnovation

5. Entrepreneurshave a naturalinstinct for innovation Science and technology based innovation (STI) Estimate: Science-based innovation accounts only to some 4 % of total innovation activity Mainstream of official innovation policies in the EU DUI – Doing, understanding, interacting Multidisciplinary, non-linear Real strengths in empowering and engaging personnel, customers, suppliers, partners, local inhabitants Challenge for official policy to encourage and support open, practice-based innovation environments. Tourism and Experience Management Cluster Programme is a Finnish experiment in that direction.

7. Climb up the value chain with innovation Saimaa Holiday demonstrates in a conreticalwaythatcontinuousinnovation is a way to increasecompetetitiveness in the market Increasecustomervaluebyprovidinggoodcustomerexperience. Provideaddedvaluebymanaging the business networkmoreeffectively. Keepup the interest of customers and maintaincompetitivenessthroughcontinuousrenewal. Interactwith and learnfrom (and togetherwith) customers. Company/networkbasedinnovationactivities Externalexpertise, facilitatedinnovationactivities

9. best practices in eTourism, experience management, service design..

10. training..

11. innovation services..

12. experience management

14. project planning and management tools

15. advice on financing

17. experience management

18. Testing

20. consumer needs