By Greg Richards -Atlas
In the evolving landscape of tourism and hospitality, a significant shift is underway—one that redefines the roles of destinations, hosts, and travelers alike. This transformation, known as the “curatorial turn,” emphasizes the importance of curation in crafting meaningful and authentic experiences. The Crocus project is at the forefront of this movement, with a commitment to thoughtful, community-driven tourism.
The concept of the curatorial turn in tourism, as explored in recent academic discourse, highlights the growing role of curation in shaping tourist experiences. Rather than merely offering services, destinations and hosts are now seen as curators who thoughtfully select, frame, and present experiences that reflect the unique cultural and social fabric of their communities. This approach moves beyond commodification, focusing instead on authenticity, narrative, and the co-creation of value between hosts and guests.
The Crocus project embraces the curatorial approach by mapping experiences that are deeply rooted in the local context. Crocus living labs are designed to learn how connect travelers with the essence of the place—its people, traditions, and stories. Whether it’s participating in local workshops, exploring hidden gems guided by community members, or engaging in cultural exchanges, the guests have to become part of a narrative that is both genuine and transformative.
The curatorial turn aligns seamlessly with the principles of the experience economy, where the value lies in memorable and meaningful experiences rather than tangible products. The cultural and creative tourism enhanced by Crocus taps into this paradigm, offering travelers the opportunity to engage with destinations on a deeper level. This approach not only enriches the travel experience but also fosters sustainable and responsible tourism practices.
In this new model, the role of the curator extends beyond traditional tour guiding. Curators act as cultural intermediaries, facilitating connections between travelers and the local community. They ensure that each experience is thoughtfully designed to reflect the authenticity of the place while respecting its cultural integrity. This role is pivotal in creating immersive experiences that resonate with travelers and support the host community.
One of the most successful examples of curatorial tourism among the Crocus case histories ia the 100% Valposchiavo project, developed in the Swiss valley of the same name. Here, local stakeholders—farmers, artisans, restaurateurs, and cultural institutions—have chosen to tell the story of their territory not only through its products, but through a carefully curated, authentic, and coherent experience. Every item offered to visitors—whether food, wine, textiles, or crafts—is grown, processed, and made entirely within the valley, following a clear narrative and set of values: territorial integrity and respect for cultural and natural biodiversity.
Within the CROCUS project, this vision offers a concrete model for developing non-invasive tourism based on a conscious selection of stories, places, and practices to be shared with travelers. Like in Poschiavo, the communities involved in CROCUS are invited to become curators of their own heritage, creating itineraries, events, and experiential products that truly reflect the identity of the place. It’s not about “selling” the territory, but about opening it up in a respectful, engaging, and culturally grounded way.
As the tourism industry continues to evolve, the curatorial approach offers a pathway to more meaningful and sustainable travel. Crocus is committed to supporting this transformation by innovating cultural and creative tourism to reflect the values of authenticity, community engagement, and cultural preservation. We believe that by embracing the curatorial turn, we can create travel experiences that are not only enjoyable but also enriching for both guests and hosts.
For those interested in exploring the academic foundations of the curatorial turn in tourism, you can read “The Curatorial Turn in Tourism and Hospitality” published in the International Journal of Contemporary Hospitality Management.