This paper presents a joint public and private sector research project entitled Mobile Digital City and Nature Walks - the development of content and software for a mobile tourism device. Focusing on sustainable tourism, marketing and innovation in tourism products and services the conceptual framework is presented. The sustainability of travel and tourism is dependant upon educators, decision-makers and industry representatives who adopt the principles of sustainable development into their management philosophy and daily practice. This moreover requires that meaningful partnerships be created that involve the full range of stakeholders and interest groups in the urban and rural tourism destinations. Simultaneously this serves to move beyond empty rhetoric that is at odds with the very goals of sustainable development. An organisational profile of the current stakeholders is provided of which the author serves as project chair.