Abstract
Workshop methodologies based on overarching knowledge structures are necessary for a shift of the tourism sector towards sustainability. We adopted a participatory action research approach and designed a workshop methodology based on the main tenets and tools of the theory of change, design thinking, and sustainable business models. We tested this methodology within a project initiated by a destination management organisation to promote innovation during the covid-19 crisis and used the results to identify improvements and recommendations for future applications. Although further tests are needed, the study proved that the developed methodology has great potential for promoting the systemic change, creativity, collaboration, empathy, and empowerment that are necessary for a sustainability shift.