This article suggests a new research agenda within the debates about tourism, the experience economy, and innovation. Knowledge about innovation and value co-creation within experience-based sectors has increased, but most studies focus on the initial steps of the innovation process. We argue that there is a need to focus on challenges that tourism management faces over time when it wishes to maintain innovations in an experience concept. Maintaining such innovations needs to be investigated from an organisational perspective. There are many reasons why it can be challenging to maintain innovative experience concepts over time. We address three important reasons and suggest an analytical model which employs four theoretical constructs namely, the experience concept, the experience system, internal engagement, and external engagement. We illustrate the model by applying it to three case vignettes from experience-based tourism. The case vignettes illuminate how “maintenance” is an important construct within experience innovation research.