This paper aims to discuss the importance of the Innovation Lab as an effective management initiative supporting tourism organisations in facing the serious challenges of innovation posed by the Covid-19 pandemic. The analysis of literature related to tourism innovation and Innovation Labs, is integrated with the field study of an Innovation Lab, that is intensely working with several companies and their stakeholders of a tourism ecosystem located in south of Italy, to seize opportunities and new solutions facing the tremendous crisis of the tourism industry. The paper contributes to study how Innovation Lab can constitute an effective management initiative supporting knowledge co-creation and exploitation for innovation dynamics in organisations, in response to disruptive socio-economic crisis and the negative outcomes of the Covid-19 outbreak
