How can tourism be designed so that it benefits not only visitors but also the people who live in a place? This question formed the basis of a Service Design project developed by students from the Bachelor programme Management by Design at the New Design University in collaboration with the Neudorf Institute for Innovation.
Over several weeks, the students developed future-oriented concepts for tourism based on encounter, collaboration and local value creation. Rather than working solely in the classroom, they collaborated directly with local residents, community stakeholders, municipal representatives and regional businesses. Their aim was to understand the needs and strengths of the region and to develop service concepts and business models capable of creating lasting value for everyone involved.
At the heart of the project was the question of how tourism can move beyond extractive business models—where value is taken out of a region—and instead create mutual benefit. Local people should not simply become service providers for visitors. Instead, tourism should foster encounters that create economic, social, cultural and personal value for both guests and residents.
Three distinct service concepts emerged from this design process.
Market Kitchen
Market Kitchen proposes a community-run kitchen that can be used by both local residents and visitors for everyday cooking, shared meals and neighbourhood events. This open format is complemented by special events in which renowned chefs, restaurants or bars operate temporary pop-up kitchens for several days. These events offer more than memorable culinary experiences—they create lasting connections between urban and rural communities. Young people from the region have opportunities to meet professional chefs, gain insights into their work and potentially secure internships or apprenticeships. At the same time, local food producers and residents benefit from new partnerships and a vibrant place for exchange.
Family Fun
Family Fun builds on one of the region’s greatest strengths: its exceptionally rich network of community clubs and associations. Sports clubs, cultural organisations, nature groups and craft associations possess extensive expertise and enthusiasm while continually looking for new members and additional sources of income. The concept connects visiting families with these existing activities. Rather than experiencing the region as passive consumers, visitors actively participate in local club life through climbing, swimming, craft workshops and many other activities. This creates additional income for local organisations, strengthens community connections and may even inspire long-term membership.
Open Your Garden!
Open Your Garden! builds on something that many rural residents take for granted: their own gardens. For visitors from urban areas, however, these gardens can become unique places for relaxation, gardening, cooking together or simply enjoying nature. When combined with guest accommodation or other spaces within the home, the result is an immersive experience that goes far beyond conventional tourism. At the heart of the concept is the personal relationship between hosts and guests. An overnight stay becomes an encounter; a visit becomes a lasting connection.
For the students, the project provided an opportunity to apply Service Design in a real-world context. They developed their concepts together with local people and discovered that sustainable innovation does not emerge from good ideas alone, but through listening, collaboration and designing together.
The three concepts demonstrate that tourism can take on new forms: as a platform for meaningful encounters, knowledge exchange, local value creation and mutual learning—and ultimately as a benefit both for visitors and for the people who call a region home.