Committed to co-creation and building bridges
Breda University of Applied Sciences (BUas) proudly inaugurated three new professors on Tuesday 15 April. Each leads a professorship that embodies the institute’s commitment to co-creation, inclusivity, and societal impact. Professors Jörn Fricke, Jessika Weber Sabil, and Carlos Pereira Santos delivered their inaugural lectures to a Chapel filled with colleagues, family, and friends, shedding light on their visions for the professorships.
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In his opening address, Jorrit Snijder, President of the BUas Executive Board, highlighted the importance of academia in times of global transformation. ’Today we celebrate not only the introduction of these professorships, each with a distinct identity, but also the shared ambition that unites them - building a resilient, just, and inclusive society where technology and humanity are in balance,’ he said.
Story of connection and change
Professor Jörn Fricke, newly appointed to the Professorship of Leisure in a Social Context, stressed the powerful role of leisure in strengthening social resilience. ’Leisure is not just recreation - it’s a driver of inclusion, well-being, and community building,’ he noted.
Fricke’s professorship aims to explore how leisure activities, from local events to digital experiences, can enhance belonging in both urban and rural environments. He will work with students, researchers, and local stakeholders to design leisure initiatives that promote diversity and togetherness. He concluded his speech with an invitation to everyone; ’think about the role you play in your communities, help create meaningful experiences, and stive to create a better world. Let's work together to building bridges.’
Technology meets tradition in cultural tourism
Professor Jessika Weber Sabil, head of the Professorship of Digital Transformation in Cultural Tourism, brought a personal story of growing up surrounded by heritage in the countryside of Eastern Germany. Her vision blends digital innovation with cultural sensitivity. ’Digital transformation goes beyond digitising artefacts - it’s about making culture tangible, accessible, and meaningful,’ she explained.
Jessika’s work focuses on immersive storytelling, cultural games, and inclusive technology. She emphasised the importance of co-creating experiences with communities, especially those underrepresented in the digital shift. ’If we don’t include everyone at the table, we’re not transforming culture - we’re distorting it. Digital Transformation in Cultural Tourism is not just about technology, it is about people,’ concluded Jessika.
Co-creation in the age of AI
Professor Carlos Pereira Santos, leading the Professorship of Applied Data Science and Artificial Intelligence, emphasised the need to develop artificial intelligence that serves society through ethical, inclusive, and cross-disciplinary collaboration. ’AI is not an end in itself. It’s a tool - one that must be co-created with communities, not imposed upon them,’ he stated.
He focuses on developing real-world solutions across sectors like healthcare, education, and urban development. With a strong belief in applied science, Santos encourages bridging the gap between research and practice, stating, ’We have to be strategic, responsible, and realistic. And above all, we must solve real problems that impact real people.’
A symbol of shared purpose
To commemorate the occasion, the professors received a sculpture representing the wind in the sails from the BUas logo. This sculpture symbolises innovation and the continuous forward movement towards creating meaningful experiences for a better world. It serves as a reminder of the institute’s mission to empower young professionals and foster impactful research and education.
