Portalegre Polytechnic University, Portugal
Online Sessions: 4-7 May 2026
In-Person Session: 25-29 May 2026
Creative Tourism
The aim is to identify digital strategies that support both the preservation of local identity and the development of responsible, experience-driven tourism
– Explore the role of digital media in developing innovative, creative tourism experiences.
– To apply concepts of co-creation, experience design and digital transformation to creative tourism, valuing local heritage and arts.
– Develop collaborative digital solutions (e.g. digital platforms, tourism apps) for the design of local creative tourism experiences.
– Encourage exchange and transdisciplinarity between students, teachers and experts in creative tourism.
This project explores how digital transformation can enhance collaboration between local communities, businesses and creative tourism initiatives in the Alentejo region. It focuses on leveraging ICT to co-create innovative, heritage-based experiences while fostering community engagement and cultural sustainability.
ABOUT THE EVENT
The BIP in Tourism entitled “Digital Transformation for the Enhancement of Heritage and Local Arts through Creative Tourism” explores how digital technologies can serve as catalysts for innovation and sustainability in creative tourism. Centred on the co-creation of experiences among visitors, local communities, and creative actors, the initiative aims to foster a deeper appreciation of tangible and intangible heritage through responsible, participatory approaches.
Participants will engage with key concepts such as digital co-creation, experience design, and digital transformation, applying them to the context of local heritage and the arts. The course encourages students to develop collaborative digital solutions, such as platforms, mobile applications, and interactive tools, to enhance community engagement and visitor experiences.
By promoting transnational and transdisciplinary collaboration among students, teachers, and experts, the event seeks to generate innovative perspectives on how digital transformation can support the safeguarding and revitalisation of local heritage and creative practices, particularly within the Alentejo region.
Target Audience and Credits
This programme is designed for students in tourism, cultural tourism, and ICT areas who wish to explore the intersection between digital innovation and cultural sustainability. It is particularly suited to those interested in developing creative and responsible tourism projects that value local identity, community participation, and digital collaboration.
The course integrates theoretical insights with practical, project-based learning, encouraging participants to co-create solutions relevant to local and regional contexts.
The BIP is worth 3 ECTS.
Program
Online Program
The online program consists of 8 sessions from 4th to 7th May 2026.
Monday, 4th May
Session 1, 16h00 to 16h50 CET
Theme: Welcome Session (15’) + Digital Media and Creative Tourism (45’)
Lecturers: Prof. João Estevão and Prof. Rui Carvalho, Portalegre Polytechnic University
Abstract: Welcome session abd Digital Media and Tourism Creative tourism
Session 2, 17h00 to 17h50 CET
Theme: The Alentejo Territory.
Lecturer: Eva Milheiro, Portalegre Polytechnic University.
Abstract: Institution presentation and surrounding territory.
Tuesday, 5th May
Session 3, 16h00 to 16h50 CET
Theme: Artificial intelligence as a key enabler of digital transformation
Lecturer: Prof. Boštjan Šumak, Prof. Maja Pušnik, UM – University of Maribor, Faculty of Electrical Engineering and Computer Science.
Abstract: This introductory lecture presents artificial intelligence as a key enabler of digital transformation, with a special focus on generative AI and its role in creating digital content, supporting business processes and accelerating application prototyping. Participants will gain an overview of the development of AI, current categories of AI tools, practical examples of AI-supported content and prototype generation, and the main opportunities, challenges and risks related to the use of AI in contemporary digital environments..
Session 4, 17h00 to 17h50 CET
Theme: AI tools for content creation in the field of tourism
Lecturer: Prof. Maja Pušnik, Prof. Boštjan Šumak, UM – University of Maribor, Faculty of Electrical Engineering and Computer Science.
Abstract: This lecture presents a broad and up-to-date overview of AI tools currently used in tourism and hospitality. It explores how AI supports different stages of the tourist journey, from inspiration and trip planning to booking, travel support, guest communication, destination management, and post-trip feedback. Participants will become familiar with key categories of AI tools, including AI trip planners, booking and search assistants, itinerary tools for travel professionals, DMO intelligence platforms, hotel chatbots, voice AI, revenue management systems, reputation analysis tools, and generative AI solutions for tourism marketing and content creation. The lecture also highlights the main benefits, risks and selection criteria for responsible use of AI tools in tourism practice..
Wednesday, 6th May
Session 5, 16h00 to 16h50 CET
Theme: The impact of social media marketing on tourist decision-making and destination choice.
Lecturer: Prof. Tetiana Kazakova University of Humanities and Economics in Lodz (AHE).
Abstract: How platforms like Instagram, TikTok, and YouTube influence travel behavior and brand perception in tourism.
Session 6, 17h00 to 17h50 CET
Theme: Benchmarking as a tool for managing a tourism enterprise.
Lecturer: Prof. Beata Groblewska-Bogusz / University of Humanities and Economics in Lodz (AHE).
Abstract: Types of benchmarking in tourism and their applications, The benchmarking process: stages, tools, and conditions for effectiveness, digital tools in tourism benchmarking.
Thursday, 7th May
Session 7, 16h00 to 16h50 CET
Theme: From office to anywhere: the rise of personal work environments—risks and opportunities.
Lecturer: Kristina Mečinskaitė-Stankevič. Faculty of Business Management, Department of Tourism, Vilnius University of Applied Sciences
Abstract: Shift from office to flexible work, create personal workspaces, manage time and energy, set boundaries, and maintain well-being.
Session 8, 16h00 to 16h50 CET
Theme: Creative Tourism in the Alentejo region.
Lecturer: Prof. Rui Carvalho and João Estevão, Portalegre Polytechnic University.
Abstract: Benchmarking of creative tourism examples applicable to the Alentejo region + practical work (Trello, Padlet, wix webiste).
Benchmarking and Place Branding Measurement – Part I
12:30-14:00
Lunch Break
15:45-17:30
Science Coffee Museum – Campo Maior
Tuesday, 26th May 2026
08:30-10:00
AI Tools for Content Creation Workshop, Part I: Requirements, Specifications, and Analysis
10:00-10:30
Coffee Break
10:30-11:30
Storytelling & Emotional Connection in Creative Tourism
11:30-12:30
Benchmarking and Place Branding Measurement – Part II
12:30-14:00
Lunch Break
14:00-15:00
AI in Restaurant Operations: Will Chefs Be Replaced?
15:00-16:00
AI Tools for Content Creation Workshop Part II: User Personas Development
16:15-18:00
Technical Visit – Portalegre Tapestry Museum
Wednesday, 27th May 2026
08:30-10:00
AI Tools for Content Creation Workshop Part III: Creating wireframes/Mockup
10:00-10:30
Coffee Break
1:30-11:30
AI Tools for Content Creation Workshop Part IV: Interactive Prototype Development
11:30-12:00
How the Rise of Introverts is Reshaping Hospitality
12:30-13:30
Lunch Break
13:30-14:30
AI Tools for Content Creation Workshop Part V: Evaluation Design
15:00-18:30
Industrial Visits
Thursday, 28th May 2026
08:30-9:30
Project Briefing
9:30-10:30
Student Project supervision and guidance
10:30-11:00
Coffee Break
11:00-12:30
Student Project supervision and guidance
12:30-14:00
Lunch Break
14:00-15:30
Student Project supervision and guidance
15:30-16:00
Coffee Break
16:00-18:00
Student Project supervision and guidance
19:00–
Social Dinner – Portalegre Hospitality Vocational School
Friday, 29th May 2026
09:00-11:00
Pitch Presentations
11:00-11:30
Coffee Break
11:30-12:30
BIP Closure: Summary Session & Delivery of Certificates
12:30-14:00
Lunch Break
Session 1, Monday, 25th May, 10h30 to 11h30 (Local Time)
Theme: Content Marketing for Sustainable Tourism
Lecturer: Prof. Tetiana Kazakova – University of Humanities and Economics in Lodz (AHE)
Abstract: Introduction & Icebreaker; Key Concepts in Content Marketing and Sustainability; Content Types for Sustainable Tourism; Mini Case Study Activity; Reflection and Discussion.
Session 2, Monday, 25th May, 11h30 to 12h30 (Local Time)
Theme: Benchmarking and Place Branding Measurement – Part I
Lecturer: Prof.Beata Groblewska-Bogusz – University of Humanities and Economics in Lodz (AHE)
Abstract: Introduction to Benchmarking; Frameworks and Indicators; Measurement Tools and Methods; Interactive Exercise.
Session 3, Tuesday, 26th May, 8h30 to 10h00 (Local Time)
Theme: AI Tools for Content Creation Workshop, Part I: Requirements, Specifications, and Analysis
Lecturer: Prof. Maja Pušnik & Prof. Boštjan Šumak – University of Maribor
Abstract: From Content Creation to Prototyping Tourism Apps with AI.
Session 4, Tuesday, 26th May, 10h30 to 11h30 (Local Time)
Theme: Storytelling & Emotional Connection in Creative Tourism
Lecturer: Prof. Tetiana Kazakova – University of Humanities and Economics in Lodz (AHE)
Abstract: Why Stories Matter; Elements of Effective Tourism Storytelling; Digital Storytelling; Creative Storytelling Workshop; Key Takeaways.
Session 5, Tuesday, 26th May, 11h30 to 12h30 (Local Time)
Theme: Benchmarking and Place Branding Measurement – Part II
Lecturer: Prof. Beata Groblewska-Bogusz – University of Humanities and Economics in Lodz (AHE)
Abstract: Hands-on Group Exercise applying benchmarking tools to selected destinations.
Session 6, Tuesday, 26th May, 14h00 to 15h00 (Local Time)
Theme: AI in Restaurant Operations: Will Chefs Be Replaced?
Lecturer: Prof. Kristina Mečinskaitė- Stankevič – Lithuania (Vilnius)
Abstract: Discussion on AI applications in hospitality and restaurant management.
Session 7, Tuesday, 26th May, 15h00 to 16h00 (Local Time)
Theme: AI Tools for Content Creation Workshop, Part II: User personas development
Lecturer: Prof. Maja Pušnik & Prof. Boštjan Šumak – University of Maribor
Abstract: From Content Creation to Prototyping Tourism Apps with AI
Session 8, Wednesday, 27th May, 8h30 to 10h00 (Local Time)
Theme: AI Tools for Content Creation Workshop, Part III: Creating wireframes/Mockup
Lecturer: Prof. Maja Pušnik & Prof. Boštjan Šumak – University of Maribor
Abstract: From Content Creation to Prototyping Tourism Apps with AI
Session 9, Wednesday, 27th May, 10h30 to 11h00 (Local Time)
Theme: AI Tools for Content Creation Workshop, Part IV: Interactive prototype development
Lecturer: Prof. Maja Pušnik & Prof. Boštjan Šumak – University of Maribor
Abstract: From Content Creation to Prototyping Tourism Apps with AI
Session 10, Wednesday, 27th May, 11h30 to 12h30 (Local Time)
Theme: How the Rise of Introverts is Reshaping Hospitality
Lecturer: Prof. Kristina Mečinskaitė- Stankevič – University of Vilnius
Abstract: The growing visibility of introverted guests and employees is reshaping service design, workplace culture, and technology adoption across the industry. How to turn this shift into a competitive advantage.
Session 11, Wednesday, 27th May, 13h30 to 14h30 (Local Time)
Theme: AI Tools for Content Creation Workshop, Part V: Evaluation Design
Lecturer: Prof. Maja Pušnik & Prof. Boštjan Šumak – University of Maribor
Abstract: From Content Creation to Prototyping Tourism Apps with AI.
APPLICATION TIMELINE January 15, 2026 – Application period closed January 15-20, 2026 – Selection of the students January 20, 2026 – Announcement of the selected student
The course will take place at the School of Education and Social Sciences (ESECS) of the Portalegre Polytechnic University. Please download the Info Pack files with all the information to get to us, choosing where to stay, where to eat, where to have a drink, and what to visit in the city and the surroundings. Directions can be found here.
