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This chapter discusses the various ways in which audiovisual (AV) media industries have cooperated with the tourism industry and explores the emergent areas for cross-innovation. It demonstrates the gradual mediatisation of tourism, but also how the added value from location tourism has started to affect, for instance, the operation of the film industry. It then discusses the emergence of tourism gamification that came about with the arrival of smartphones equipped with an ever-increasing variety of sensors relevant to location and mobility awareness. The chapter finishes by discussing the affordances and forms of augmented reality being used in the service of the cultural heritage sector and the broader tourism sector.

The tourism industry is facing significant challenges in an ever-changing world marked by globalisation, digitalisation and societal shifts. The issues of overtourism and massification exacerbate concerns about sustainability and the industry's impact on the environment and local communities. These concerns arise as profit-driven ideologies overshadow the industry's original vocation to contribute to meaningful encounters, well-being and social justice. This chapter explores the cultivation of humaneness and conscience within tourism through education, knowledge and personal reflection. Drawing inspiration from Hannah Arendt's interpretation of Socrates' philosophy, it highlights the importance of critical thinking and a comprehensive understanding of the industry's role in shaping alternative futures. Tourism higher education plays a pivotal role in empowering students to become catalysts for systemic transformation. Furthermore, this chapter emphasises the value of embracing diverse viewpoints and engaging in meaningful encounters and dialogues with local communities and stakeholders to collaboratively imagine and implement sustainable practices. Only by dismantling entrenched habits through critical thinking and fostering collaboration can the tourism industry envision alternative trajectories towards a more conscientious and humane path forward.

This chapter focuses on clarifying the cooperation and convergence between tourism and audiovisual (AV) sectors in Hamburg and Riga. In light of increasingly easier and more accessible travel, the tourism sector is a growing trend in most countries and regions. To what extent does this affect cooperation with the AV sector? The chapter gives an overview of different types of cooperation in these regions and brings out the main obstacles for innovation. When describing the innovation systems, focus is put on institutional frameworks in these two regions. We end by arguing that raising the demand for innovation in the tourism sector is a real challenge and demonstrating that the public sector plays an important role in driving the cross-innovation processes between the observed sectors.

This chapter summarises all the results of the section that studied cross-innovation processes between audiovisual media and tourism sectors. It relies first on the review of existing forms of cooperation and cross-innovation between sectors. Second, on the meso-level analysis of structural aspects that shape innovation processes in these sectors. Third, on a micro-level ethnography of a start-up company innovating at the intersections between the film and tourism industries. We learn that there are two core ‘rules’ that motivate sectoral cooperation – first, the broader platformisation of tourism and second, the emergence of augmented reality as a technique to augment experiences at locations. Regarding the second rule especially, we learned that the main innovator and innovation motivator in this area is currently the public sector, driven also by cultural policy goals. But local tourism sector small and medium-sized enterprises appear to not be particularly driven by innovation-orientated cooperation with other sectors.