Jessika Weber Sabil on the topic of Digital Transformation in Cultural Tourism
In the run-up to 15 April, when Jörn Fricke, Carlos Pereira Santos and Jessika Weber Sabil will deliver their inaugural lectures at BUas, we are shedding light on their professorships in a three-part series. In this article, Jessika Weber Sabil talks about Digital Transformation in Cultural Tourism.
- About BUas
From rural roots to global exploration
I grew up on a small farm in East Germany, surrounded by open fields and rural simplicity. But my curiosity and ambition soon took me beyond those familiar landscapes. I ventured across Europe, living and studying in England, Switzerland, and beyond, drawn to the pulse of innovation and new perspectives. Yet, no matter how far I go, I find myself reconnecting with my roots—understanding where I come from to shape where I’m headed. My career has always revolved around two passions: technology and tourism. I earned my degree at Bournemouth University, where I explored how mobile, location-based augmented reality games can enhance tourist experiences in urban environments. Later, at BUas, I worked as a senior researcher and project manager under the Professorship of Serious Games, Innovation & Society, leading projects that bridged the gap between gaming and tourism.
Shaping the future of technology in tourism and culture
We are at a crossroads where technology is rapidly reshaping tourism and cultural heritage, yet we lack a clear understanding of its true impact on people. While there is an undeniable push for innovation, the bigger question is: Who gets to participate in this transformation? Who understands the technology, who benefits from it, and who gets left behind? As we integrate technology into how we experience and interpret culture, we must ask ourselves whether it fosters deeper understanding or merely reinforces biases and inequalities. My approach will focus on critically examining these questions, ensuring that technology serves as a bridge rather than a barrier in cultural engagement.
Driving impact through digital transformation
My goal is to create meaningful change by leveraging digital technologies to enhance inclusivity, social engagement, sustainability, historical preservation, education, and economic opportunities for local communities and tourism businesses. Through our work, we aim to revitalize public spaces, heritage sites, and tourism destinations by embracing digital transformation. Within the professorship, we will concentrate on three key areas:
- Empowering cultural engagement through digital literacy – equipping people with the skills to navigate and interpret digital experiences.
- Fostering cultural understanding through digital transformation – using technology to break down barriers rather than create them.
- Tackling societal challenges with technology – ensuring that digital innovation addresses real-world issues rather than exacerbating them.
Finding common ground between our inauguration talks
Our work converges on themes of community, culture, and the mediation of identity—whether through technology or human connection. The years ahead will bring significant societal challenges, and technology will play a dual role: both as a catalyst for solutions and as a source of new complexities. By working together, we can explore how best to navigate this evolving landscape, ensuring that technology serves humanity rather than the other way around.
Date and location
The Inaugural Ceremony will take place on Tuesday 15 April 2025, from 15.00 to 18.00 hrs, on the campus of Breda University of Applied Sciences.
Registration
Want to join this special event? Please make sure to register as soon as possible because places are limited. You can register by filling in this form. Please register before 7 April 2025.
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