Driving Place Based Innovation DTTT Tourism Insights

The final episode of the series emphasises our role as sustainability leaders in the green transformation of tourism. You'll learn how to take a proactive approach to developing sustainability initiatives and how data and technology support the sustainability agenda.

To start the green transition, organisations should conduct research and monitor the composition and sources of their emissions. This will enable benchmarking and also identify the most effective uses of technology for decarbonisation and transitioning towards renewable energy sources.

In this episode, we'll be joined by:


Graeme Mason, Chief Sustainability & Communications Officer, Newcastle International Airport


Morten Westergaard, Head of Climate & Sustainability, Municipality of Middelfart

In this episode, we learn that enacting change is a difficult process that requires strong governance. Organisations should have a mindset that anything can be accomplished and avoid the fear of failure. Regular investment should complement the sustainability roadmap. However, good ideas always find a way to receive funding.

To enable innovative actions to be taken, it's important to have the political willpower to drive the process and think creatively using co-creation techniques. Experimenting with different sustainability initiatives and prototypes is a good way to validate whether new ideas work in practice, with transparency and accountability being central to the process. 



Enjoy this podcast and subscribe to get all future episodes automatically.

The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The ninth episode looks at the future of visitor experiences and how technology supports businesses to improve customer satisfaction and operational performance. You'll also understand the importance of considering visitors' differing perspectives to find the right balance for digital layers to complement physical locations.

There is always resistance to implementing new technology. It's essential for organisations to fully commit to technological development projects. Customers should be educated to about how to interact with different systems and organisations should continuously learn from feedback to optimise processes to streamline visitor experiences.

In this episode, we'll be joined by:


Anna Wadcock, Hotel General Manager, Maldron Hotel Newcastle


Eric Guo, Founder & CEO, SPARK EPoS


Jo Reid, Founder & CEO, Calvium

In this episode, we learn that there is a cost of learning when implementing new technology. Organisations should remain curious about new opportunities but also realise that they don't always need to implement the latest cutting-edge technology. 

When deciding which solution to implement, it is important to consider the needs of both visitors and the organisation, strategic goals and how technology fits within company processes. Tourism companies need adequate expertise to decide on the correct approach, firstly focusing on identifying the actual user need for technology.



Enjoy this podcast and subscribe to get all future episodes automatically.

The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The eighth episode looks at the success of the Circular Economy and how different businesses in Northumberland, Newcastle and North Tyneside are being empowered by it to create positive impact with every pound spent.

Circularity helps to shorten supply chains and reduce food miles, which strongly benefits the local economy and improves connections within the local community. However, organisations need to be realistic about what can be achieved through implementing circularity and not rely on idealistic mindsets.

In this episode, we'll be joined by:


Hugh Stolliday, Manager, Ouseburn Farm 


Troy Terrington, Chef Patron, Dobson & Parnell

In this episode, we learn that training staff is just as important as procuring raw materials since employees can share knowledge about production processes and educate customers by showing them how the circular economy works in practice. Partnerships can also be useful for facilitating collaboration between organisations and exchanging items that could be beneficial for each other as opposed to simply disposing of waste.

The growth of the circular economy was hindered by COVID because of the perception that single-use plastics were more hygienic. Nevertheless, customers increasingly have higher expectations for businesses to be sustainable, which encourages organisations to keep innovating.



Enjoy this podcast and subscribe to get all future episodes automatically.

The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The seventh episode explains how to use design to drive innovation in tourism. You will learn how design thinking can improve customer experiences, develop solutions to societal and environmental challenges and encourage behaviour change.

Projects should consider the public as partners in the design process. Community input can be successfully built into projects and adds value by facilitating stronger performance. Good project design results in a more immersive consultation process and saves money that can be spent on optimising project implementation.

In this episode, we'll be joined by:


Huw Lewis, Customer Services Director, Nexus 


Maria Larsson, Head of Innovation, Visit Skåne 


Tirsa Ramos-Pedersen, UX Service Designer and Researcher, Visit Skåne

In the episode, we learn that design is a future-oriented process that enhances the ability of destinations and businesses to thrive and remain resilient. Market research is fundamental to the process and different consultative methods should be used to maximise input during the process. Involving knowledgeable experts is also essential to ensure that plans are viable and efficient in terms of meeting their stated objectives.

There is a need for project coordinators to be accountable and responsible throughout the process and customise solutions to put the customer first. Communication is a key skill to bring all stakeholders together and to alleviate the conflicts created by the contrasting needs and opinions of different groups. Prototyping ideas and testing them in the market is crucial to ensure that the solutions will be successful in reality.



Enjoy this podcast and subscribe to get all future episodes automatically.

The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The sixth episode highlights the importance of celebrating diversity in tourism. You will learn how to attract and interact with the LGBTQ+ market and position yourself as a friendly destination.

Being an inclusive destination means not just ensuring that your own organisation is inclusive, but also that all of the organisations in your destination provide a welcoming environment for your visitors.

In this episode, we'll be joined by:


Ste Dunn, Director, Northern Pride


Jonathan Lucas, MICE Promotions Specialist, Osaka Tourism & Convention Bureau

In this episode, we learn that celebrating diversity cannot be done for just one month; it is a full-time job. Supporting the LGBTQ+ market is about more than just pride festivals and should consider the specific nuances of this market. Businesses need support and training to overcome misinformation and stereotypes so that they become more empathetic and understand the lived experiences of the LGBTQ+ community.

There is a need to overcome cultural barriers and engage organisations - both within and outside the tourism sector - to minimise hesitancy and reluctance for marketing products to the LGBTQ+ community. Businesses need to learn about the types of language and adaptations that should be made to ensure the LGBTQ+ community have positive travel experiences. This is a process that takes time and effort, requiring a future-oriented outlook for destination development.



Enjoy this podcast and subscribe to get all future episodes automatically.

The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The fifth episode explains how championing local supply chains can benefit the tourism sector. You’ll learn about how collaboration, creating networks and building the appropriate infrastructure can raise awareness of SMEs and their quality product offerings. 

Destinations are only as good as the amalgamation of their local businesses. Investing in incubator programmes can help small companies grow and become more competitive in the marketplace. SMEs, and particularly family-owned businesses, must not be overlooked as they are the backbone of the tourism industry and provide authentic experiences to visitors.

In this episode we’ll be joined by:


lan Thomas, Director of Leisure Tourism and Research, NewcastleGateshead Initiative


Chris Jewitt, CEO, Food and Drink North East


Annakaisa Ojala, Digital Strategy and Development, Visit Finland

In this episode, we learn that cultural shifts are needed within organisations to enable them to be more agile and improve their ability to implement change management. This is especially crucial in times of global uncertainty; with rapid disruption to supply chains caused by COVID and Brexit. Deglobalisation and the desire for local suppliers has become increasingly important, adding value to visitor experiences and improving economic prosperity.

Championing local supply chains is founded on trust and creating opportunities for reciprocal trade. Businesses can create strong relationships and support each other in winning and delivering new contracts that they would otherwise be too small to compete for as single entities. Investing in supply chains is a long-term commitment, but despite the potential risks, there is an appetite for change.



Enjoy this podcast and subscribe to get all future episodes automatically.

The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.