Associate Professor Dr Larbi Safaa from Kauno kolegija Higher Education Institution, Alytus Faculty, participated in the international forum ‘seventh China-Belt and Road countries seminar on higher education in tourism’, held at Ningbo University in Ningbo, China, from 17 to 21 September 2025.

On this occasion, he delivered a presentation entitled ‘Co-creation, innovation, and skills: the role of creative tourism in training future sector professionals’.

In his talk, Dr L. Safaa emphasised the increasing significance of co-creation between visitors and hosts within the framework of creative tourism. Unlike conventional tourism, which often centres on passive consumption, creative tourism encourages active participation and the exchange of knowledge, skills, and emotions between tourists and local communities.

This approach not only enables richer cultural encounters, but also supports the development of both cognitive and emotional skills. Through workshops, artistic activities, and hands-on experiences, participants are able to spark their creativity, improve their problem-solving abilities, and strengthen intercultural communication skills. At the same time, host communities gain fresh perspectives and greater recognition for their intangible cultural heritage.

Dr L. Safaa also highlighted creative tourism as an emerging niche market where innovation plays a key role in crafting sustainable, meaningful experiences. By fostering creativity and emotional intelligence, such initiatives better equip future tourism professionals to face the demands of a rapidly evolving sector.

His contribution made a valuable impact on the seminar discussions, reinforcing the vital connection between education, innovation, and sustainable tourism practices, particularly within the context of international collaboration under the Belt and Road framework.