The training programme is now underway, supporting businesses, associations and consultants active in the tourism and cultural sectors in adopting innovation and growth strategies in the cross-border context between Italy and Slovenia. This is an opportunity to acquire, at no cost, tools and, above all, methods to take advantage of all the growth opportunities currently available to small businesses that create value in our region.
A number of associations/businesses/consultants will be selected from among the participants to take part in the subsequent INDIVIDUAL COACHING programme: a unique opportunity to put what they have learned in the training programme into practice in their own businesses, supported by senior consultants who are experts in the field!
The course will be held in two identical editions, one in Slovenia and one in Italy (both starting in the week of 23 February).
Places are limited, so register by 6 February 2025.
OBJECTIVE
The aim of the course is to transfer to tourism and cultural operators active between Italy and Slovenia (guides, agencies, cultural associations, restaurants, farmhouses, hotels, etc.) the ability to innovate their products and services with a strategic approach, thanks to the application of the innovative methodology devised by the Kersnikova Institute in Ljubljana: “innovation catalyst”.
The course will teach participants how to initiate innovation processes in associations/companies/tourism and cultural activities between Italy and Slovenia and how to use some of the most important artificial intelligence tools for the sector in practice, with field exercises. However, it will not be limited, as is often the case today, to explaining how to use tools/sites/apps. Above all, it will promote a critical approach, enabling these tools to become a real added value for our businesses/associations/consultants and our territory, as well as a promoter of the authenticity and originality of the cross-border region.
DURATION
24 H
CALENDAR
The detailed lesson schedule is currently being finalised. One lesson per week is planned from 23 February 2026, tentatively on Mondays in Italy and Tuesdays in Slovenia..
VENURE
18 h in presence + 6 h online
IN PRESENCE LESSONS WILL TAKE PLACE:
For the Italian edition of the course: at the Sistiana InfoPoint,
For the Slovenian edition: at the Primorski Technoloski Park in Nova Gorica.
WHO CAN PARTICIPATE
The course is open to associations, companies (owners/employees or collaborators) or individual consultants operating in the tourism and cultural sector in Italy and Slovenia. Below is a non-exhaustive list of activities eligible for participation:
Cultural associations
Pro Logo and other tourism promotion bodies
Restaurants / Farmhouses / Catering activities
Hotels / B&Bs / Farmhouses and other accommodation facilities
Travel agencies
Tourist guides
Wine producers
Artistic craft activities
Tourism/cultural consultants
Etc.
HOW TO SUBSCRIBE
To register, please complete the registration form available at the following links by 6 February 2026:
REGISTRATION FORM FOR COURSE IN ITALY
REGISTRATION FORM FOR COURSE IN SLOVENIA
REGISTRATION DEADLINE: 6 FEBRUARY 2025
Maximum 40 places available for each edition (any registrations beyond this number will be placed on a waiting list).
RULES
Course participants are required to attend at least 70% of the scheduled lessons.
FEE - TOTALLY FREE!
Completely free of charge thanks to the support of the INTERREG ITALY SLOVENIA 2021-2027 programme – BEST Project. However, participants are required to attend at least 70% of the lessons.
CONTENTS
MODULE | H | WHERE | OBJECTIVES-CONTENTS |
THE “INNOVATION CATALYST” METHOD APPLIED TO THE TOURISTIC SECTOR
| 6 | IN PRESNCE | OBJECTIVE The objective is to convey the importance of adopting a design approach in innovation processes and to teach participants how to apply the ‘Innovation catalyst’ method.
CONTENTS The importance of adopting a design approach in innovation processes The 10 stages of the “Innovation catalyst” method Cultural tourism: how to make culture and art a lever for tourism activities Techniques and strategies for thinking outside the box |
SUSTAINABLE TOURISM | 2 | Online | OBJECTIVE The objective is to stimulate reflection on the importance of adopting sustainable approaches in the organisation and promotion of tourism offerings, both to protect the environment and to support the competitiveness of one's business. Some practical tools and case studies will be provided.
CONTENTS ● Agenda 2030, international strategies and best practices ● Case study: how to turn sustainability into a business lever |
AI: ETHICS, RISKS AND STRATEGICAL APPROACH | 4 | Online | OBJECTIVE The objective is to transfer the basic interdisciplinary knowledge necessary to be able to use all the AI tools that will be presented during the course correctly and critically. These include, among other things, the ability to identify regulatory risks and limitations, the habit of reflecting on the impact that the use of these tools may have, at an individual and social level, in the short as well as in the medium/long term, and the habit of selecting tools that are capable of bringing real added value to the company and the territory. The module will also highlight the central role of data in the development of Artificial Intelligence systems and, therefore, the importance for every company and consultant to adopt efficient data management systems.
CONTENTS A - How Large Language Models really work ▪ How large language models are created/work ▪ Prompt engineering skills: techniques for maximising the potential of LLMs
B - Risks, ethics and the AI Act ▪ Overview of AI risks for the tourism sector and how to manage them - AI ACT: regulatory compliance for companies in the sector
C – How to create real value with AI - The importance of data: how to adopt a data-driven approach
|
AI TOOLS FOR ASSOCIATIONS/CONSULTANTS/COMPANIES: PRACTICAL COMPETENCIES | 8
| In presence | OBJECTIVE The module will teach participants how to use Artificial Intelligence tools to initiate innovation processes in associations/companies/consultancy activities. The approach will always be to use the proposed solutions critically. The focus will be on: understanding how complex and multifaceted an innovation process is (which cannot be reduced to the mere introduction of a new AI tool) finding solutions to make art/culture, through artificial intelligence, a real driver of growth and enhancement of our territory. Practical skills will also be transferred: participants will learn how to use some of the simpler tools (such as Google Notebook LM) independently and will gain a comprehensive overview of existing solutions, acquiring the basic knowledge needed today to select the best consultants.
CONTENTS A – AI tools you can use right away in your business/activity Google Notebook LM ▪ Overview of Google Notebook: strengths, basic and advanced features ▪ How to use Google Notebook LM for your tourism business in practice
Tools for creating videos ***We will deliberately not show you the usual audio-visual content generation apps: in our sector, AUTHENTICITY is the most important thing. We will focus on training in solutions to enhance video creation (e.g. for the production of tourist guides, explanatory videos, training courses, etc.) that preserve and enhance the authenticity of your offering.
STools for activating AI chatbots and simple automations – 2 hours ▪ Overview of solutions available on the market, pros and cons, aspects to consider when identifying the best solutions.
B – Advanced AI tools for growing your business Techniques and tools for using AI to enhance: supply chains, smart home solutions, waste management, energy management |
AI AND THE INNOVATION CATALYST METHOD: HOW TO USE AI IN A CREATIVE WY | 4 | In presence | OBJECTIVE Once they have acquired the basic knowledge, participants will be ready to apply AI to implement the practical method of innovation catalyst in their own contexts. The main objective will be to understand how important it is to find ways to ensure that AI does not replace humans, but rather becomes a way to enhance our creativity and teamwork. Participants will learn in detail how to apply AI to improve brainstorming and teamwork for the creation of new projects.
CONTENTS - Brainstorming and team working enhanced with AI: the innovation catalyst method - Practical exercises |
FINAL EVALUATION | Google form | Google form | Test Multiple Questions |
INFO
For the course to be held in Italy:
ECIPA scarl
E. fvg@ecipa.eu
For the course to be held in Slovenia:
PRIMORSKI TEHNOLOŠKI PARK D.O.O.
E. tina.koler@primorski-tp.si
