Gamification in Tourism and Culture

Creating memorable, engaging and meaningful experiences that connect people, places and heritage.

This module explores how gamification can be used as a strategic tool in tourism and culture, helping to transform visits, events and destinations into participatory, narrative-driven and emotionally engaging experiences.

Beyond attracting visitors, this module focuses on designing experiences that stay in people’s memories and create strong connections with places, stories and communities.

In partnership with:

Next Date
May 8, 2026
Length
2 weeks – (8 hours) once a week
Format
In-person
Investment
400€

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Gamification in Tourism and Culture

Overview

The “Gamification in Tourism and Culture” module explores the application of gamification to the design of tourism and cultural experiences, both in physical and digital contexts.

In a global landscape of competition between destinations, events, and cultural institutions, the challenge is no longer merely to attract visitors, but to create distinctive, immersive, and sustainable experiences.

This module is based on the premise that tourism and culture are, by nature, narrative experiences. Gamification emerges as a tool that structures these narratives, encourages exploration, participation, and discovery, and transforms visitors into active protagonists of the experience.

Throughout the module, participants will learn how to design tourism and cultural experiences that balance entertainment, learning, heritage preservation, and positive impact on local communities and territories.

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Course Content

The “Gamification in Tourism and Culture” module focuses on the application of gamification as a tool for designing narrative and place-based experiences.

Tourism and culture are not limited to the passive consumption of content. They offer opportunities for discovery, interpretation, and emotional connection. Gamification allows these experiences to be structured in a clear, engaging, and respectful way.

Throughout the module, participants will explore how to transform visits and events into meaningful, participatory journeys.

This module provides a practical and strategic approach to creating tourism and cultural experiences that combine storytelling, participation, and positive impact.

Learning Outcomes

This module is designed to empower professionals to use gamification as a strategic tool in tourism and culture.

By the end of the module, participants will be able to:

Understand the role of gamification in creating memorable tourism and cultural experiences.
Apply principles of narrative and experiential design to cultural and place-based contexts.
Design visitor journeys focused on exploration, discovery, and engagement.
Create participatory experiences that respect heritage and the local context.
Integrate gamification into destinations, museums, events, and cultural products.
Align cultural, educational, and tourism objectives with audience engagement.
Avoid superficial approaches that diminish or trivialize heritage.

By the end of the module, each participant will have the tools to transform tourism and culture into lived, participatory, and memorable experiences.

Participants Profile

This module is aimed at professionals working in tourism, culture, and experience design who wish to use gamification in a strategic and respectful way.

It is particularly suitable for:

Tourism professionals, destination managers, and territorial planners.
Museum managers and curators, and staff of cultural institutions.
Creators of cultural and educational experiences.
Professionals in events, festivals, and cultural programming.
Experience designers, storytellers, and cultural mediators.
Managers of sustainable and creative tourism projects.
Consultants and facilitators in tourism and culture.

This module is ideal for those who believe that visiting a place is more than just passing through—it is about experiencing it, understanding it, and taking it with you.

Program Coordination

Rui Cordeiro

Founder and Khan Guru – Crazy Sardine

Innovation is My Playground. For over three decades, I have been dedicated to creating playful experiences—from the world of video games to the practical application of gamification strategies across diverse contexts.

I have worked with companies such as Activision/Blizzard, Gameloft, 2K Games, and SONY Europe, where as a game designer, I also developed my knowledge on how game design can inspire motivating and effective solutions in education, team engagement, customer loyalty, and beyond in both corporate and societal environments

Over the past six years at Worten, I developed innovation frameworks and products aimed at motivating, engaging, and retaining both employees and consumers.

I am an early adopter of GenAI, having created the Generative Storytelling (GEST) framework, which leverages the latest generative AI technologies to amplify human creativity. I believe in co-creation: AI expands possibilities, generates new ideas, and personalizes immersive, impactful experiences that deeply engage audiences.

In the Postgraduate Program in Gamification, my goal is to share this vision and experience, helping each participant design transformative projects where playfulness and innovation become strategic allies for achieving memorable results.

Let’s build the future together—one epic experience at a time.

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