In the tourism economy sector, it is important to develop an offer that adapts to the new needs and uses of consumers by moving towards more personalised tourism. The Tourism Lab project aims to motivate tourism operators to embrace change in order to increase their performance and the attractiveness of the region. To this end, the project aims to create a laboratory for cross-border experimentation and innovation in the field of tourism, with the aim of increasing tourist numbers in the territory. The project also plans to set up a Collective Intelligence Forum, a collaborative platform, support for tourism operators, the organisation of a 500-person conference on tourism innovation and campaigns to promote innovative experiences. The project responds in a cross-border manner to a gap identified on both sides of the border in terms of tourism innovation, the creation of experiences, the professionalisation of tourism operators and the nurturing of links between tourism stakeholders and a territory.