Kauno kolegija Alytus faculty Associate prof. Dr. Larbi Safaa took part in the international forum “Seventh China–Belt and Road Countries Seminar on Higher Education in Tourism”, held at Ningbo University from September 17 to 21, 2025 in Ningbo, China. On this occasion, he delivered a presentation entitled: “Co-Creation, Innovation, and Skills: The Role of Creative Tourism in Training Future Sector Professionals.”
In his presentation, Dr. Safaa highlighted the growing importance of co-creation between visitors and hosts within the framework of creative tourism. Unlike traditional tourism, which often relies on passive consumption of services, creative tourism emphasizes active engagement and the exchange of knowledge, practices, and emotions between tourists and local communities.
This approach not only fosters meaningful cultural encounters but also contributes to the development of cognitive and affective skills among participants. By engaging in workshops, artistic practices, and hands-on experiences, visitors are able to stimulate their creativity, enhance problem-solving abilities, and strengthen intercultural communication competences. At the same time, host communities benefit from new perspectives and recognition of their intangible cultural heritage.
Dr. Safaa also underlined that creative tourism represents a promising niche market, where innovation plays a central role in shaping sustainable experiences. By nurturing creativity and emotional intelligence, such initiatives prepare future tourism professionals to meet the challenges of a rapidly evolving sector.
His contribution added significant value to the seminar discussions, reinforcing the link between education, innovation, and sustainable tourism practices in the context of international cooperation under the Belt and Road framework.
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