Masterclasses Customer-focused Innovation 2022

Item date:

25 January

Event location: Physical or online

Hele dag -

To help entrepreneurs in the tourism & recreation sector to innovate, we organize the Masterclass 'Customer-oriented Innovation', based on the principle of Design thinking. 
You learn to put the user and his needs central. That helps you to better respond to the needs of your customers with your product.

What are you going to learn?

  • Design thinking; the design process and attitudes;
  • Design thinking within the design process
  • Design thinking within the tourism & recreation sector (based on examples and with attention to the social issues);
  • Gaining insight into your own guest journey;
  • .
  • Gain insight into improvements in the own guest journey;
  • Learning about and applying customer research;
  • .

When do we do that?

This Masterclass consists of two half-day sessions and will be held on January 18 and 25, 2022; on both days from 09:00 to 13:00.

Further, there is a return day scheduled on April 5 from 9am to 1pm.

Who can participate and how can you sign up?

You as an entrepreneur in the tourism & recreation sector are welcome but be quick because we only have 8 places.

Subscription is possible by sending an email to Tamara Weide of the program LimburgToerisme:

What will it cost you?

Experiences of previous participants

"Great to look at your own business from a different perspective" - Lonneke Brouns, Brouwerij De Fontein


"Inspiring sessions with nice interaction between fellow entrepreneurs!" - Bas Suntjens, Grand Café Bie de Tied.

"Great start to learn to think (and look) at a process in a different way!" - Marcel Timmermans, De Heldense Bossen.

Who gives this Masterclass?

LimburgTourism is a program of LIOF aimed at innovation by (alliances) of and with companies active in the tourism and recreation sector in Limburg. We want to work with you to achieve innovative product-market combinations with economic return and social impact.

LIOF is organising this Master class together with in collaboration with Teun den Dekker from LAB Service Design.

Teun den Dekker (1983) supports organizations in applying design thinking as a way of thinking and working. Since 2013 he does this as creative director and co-owner of /LAB service & experience design. He has published in international scientific journals for tourism and hospitality on qualitative research methods, co-creation and design thinking. In 2019 he wrote the book Design Thinking for Uitgeverij Noordhoff.