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The aim of the article is to analyse the justification for and efficiency of organising a Living Lab within the higher education system as an environment for the development of stimulating tourism ideas and entrepreneurship recommendations, and compare group creative thinking techniques for generating ideas – brainstorming and brainwriting in the Living Lab organisation – as recommendations for the effectiveness of further research. Through the Living Lab model, the techniques mentioned contribute to the development of creativity and generate quality and innovative ideas and, in accordance with these, the most efficient model for problem-solving in the tourism environment is proposed. The purpose of the article is to present an innovative model for consideration and evaluation of problems and potential solutions in tourism entrepreneurship. The summarised considerations represent a scientific contribution to the new theory of problem solving and innovations in tourism entrepreneurship.