This article reports on learning experiences from the INNOTOUR project that aims to raise the quality of tourism education by use of Web 2.0 technology, new pedagogy, and values-based education. The article describes the main areas of the INNOTOUR platform, associated teacher training, and examples of course implementation. A discussion on key challenges sets into perspective handling of formal requirements, which incorporation of Web 2.0 tools and learning poses to participants, and alignment of curricula and exam forms to reflect new teaching methods and the Web 2.0 philosophy. In conclusion, reflections are provided on Web 2.0, the forming of identity and contestation of current university practice.
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