All about tourism: Walk, talk, experience design

Definitely no Alpine sushi! “Tourism experiences have to be authentic,” says Claudia Bauer-Krösbacher, Head of Programme and Head of the Institute of Tourism at IMC Krems. Students on the Tourism and Leisure Management programme don’t just spend their time in lecture halls. Alongside international placements, they explore the region itself. One of Bauer-Krösbacher’s favourite teaching formats is the Walk & Talk – particularly when the curriculum focuses on Experience Design. It’s a chance to step outside and develop new ideas for tourism experiences together.

The best way to think outside the box? Get outside.

“In our Walk & Talk sessions, we discuss a specific challenge while walking together,” explains Bauer-Krösbacher. Today’s destination is Kreuzberg, overlooking Krems, where students gain first-hand insight into vineyard work. IMC Krems collaborates with many local wineries to develop innovative visitor experiences, while students also contribute ideas for nature-based and health tourism initiatives, such as the Göttweig Healing Forest.

“It’s important to understand that tourism isn’t simply about selling a product – it’s about creating emotions,” says Mattia Rainoldi, Head of the transnational bachelor programmes in Tourism and Leisure Management at IMC Krems. Positive memories, he explains, are the foundation of recommendations and repeat visits. “Often it’s the little things that leave the biggest impression. It could be something as simple as receiving a photograph after my visit, together with a few personal words. That’s the kind of gesture people remember.”

Walk & Talk is just one of the creative methods used in Experience Design. Students also work with colourful LEGO® bricks to develop ideas. The aim is not to overthink, but simply to start building. “That’s often when the most exciting ideas emerge. At first you might think, ‘How could that ever work?’ But when you look again, you realise it’s actually a brilliant concept,” say Rainoldi and Bauer-Krösbacher. “The important thing is that the process is enjoyable.” It sounds like an approach with a bright future. So, where to next?

Originally published in “Lust auf Niederösterreich”; Text and photography by Pamela Schmatz