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Purpose     The purpose of this paper is to propose lessons learned on how innovation can help facilitate sustainable tourism in regions. Sustainable tourism is a promising concept for a resilient future of tourism destinations, however, its practical implication remains a challenge.     Design/methodology/approach     To gain these practical lessons on innovation, a so-called “inspirational journey” was organized. An interdisciplinary group of experts went to the Austrian Alps and many local initiatives and innovative ideas were presented.     Findings     As a result of this journey, the authors advocate five lessons that can help improve sustainable tourism in the future.     Practical implications     Being a source of inspiration for policy-makers and planners, these lessons can be applied to other regions.     Originality/value     The added value of this viewpoint paper is that it provides practical examples on how innovation can help improve sustainable tourism in the future.

How to improve innovation in sustainable tourism? Five lessons learned from the Austrian Alps