From June 12 – 14, 2019 the 11th ATLAS Africa Conference took place in Kampala, Uganda, organized by ATLAS and Makerere University. The main theme of this conference was Tourism and Innovation. A perfect opportunity to introduce and raise awareness of the innovative project of the Next Tourism Generation Alliance (NTG). During her keynote, Dineke Koerts from Breda University of Applied Sciences (BUAS) introduced the project, presented initial findings and reflected on some points of discussion. Both ATLAS and BUAS are key partners of the NTG project.