A session to explore the boundaries surrounding a tourism product and innovative ideas to go beyond them. Covid-19 has posed a challenge to many culture and leisure product organisers, who had to find creative ways to help visitors experience their locations, even if not physically there. Others have faced the need to expand their available spaces creating broader experiences to balance out reduced capacity. And some just do it for the sake of creativity! We will ask spokespersons from top tier attractions like the Volcano Teide Cable Car, Codorníu Winery, Gaudí’s Crypt and Colònia Güell, and the VR/AR association who wille share best practices and advise to guide the industry in overcoming these challenges.