The last decade's Lisbon urban tourism model has been too unregulated, excessive, predatory and exclusionary towards the resident communities. With the pandemic, many tourism companies might have to re-evaluate their operational and business models in the short term and new pressures on tourism can be expected to rise again in the urgency of getting business back on track. International markets will likely take some time to recover from the pandemic's serious effects and regaining the trust of tourist confidence. Nevertheless, Lisbon will not become a sustainable tourist destination if it returns to the same model. Therefore, this unprecedented moment is a good opportunity for tourism destinations to redefine their tourism models towards a more sustainable, equitable and resilient recovery. In Lisbon, this means guaranteeing the quality of experiences offered for tourism consumption while avoiding the critical effects of overtourism on the city's daily life, safeguarding residents and users’ quality of life and allowing many to return to the city. For stakeholders, this may also involve readapting business models, to make them more resilient to similar situations, with a more collaborative and equitable approach, in terms of value production. A consistent focus on Cultural and Creative tourism (CCT) might be a disruptive solution to the recovery of a tourist destination of reference such as Lisbon through the experimentation of products, services and experiments capable of valuing the endogenous territorial resources and promoting jobs resilience. This perspective highlights the advantages of linking CCI with the tourism sector to promote smart and sustainable tourism dynamics and especially, to involve local communities in designing distinctive and engaging experiences, through placemaking strategies. This presentation aims to explore this approach through the outline of a project that is taking its first steps and contribute to the discussion of more innovative, resilient and sustainable urban tourism models.

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