Innovating for Sustainable Cultures and Clean Tech by Communication in Tourism

In the paper we track the predominant outline of greening the tourism trade and follow the previous regional sustainable tourism activities of Region Zealand, Denmark where our project is rooted. Then we present the reversed strategy we have followed in the R&D project: Eco Learning Experiences , as strategic targeting the commercial products in content and form by breeding a niche market for learning eco-tourism. We introduce the niche forming meta-strategy used in the commercial and in the R&D parts along the product-service chain. To this we reflect upon designing or staging eco-experiences in a way that may generate learning, and finally a practical outline of the product maturation, marketing and practical methods are described.