The term “social innovation” gained popularity within scholars, however its definitions differ to a large extent; the most promising one says about a change in attitudes and behaviour of a group of people that in relation to the group’s horizon leads to new and improved ways of collaborative action. This paper tries to answer the question whether thematic villages, where the inhabitants jointly decide on a topic and prepare unique tourist attractions based mainly on local cultural, natural, and social heritage, can be called social innovations. It is concluded that thematic villages fulfill the abovementioned definition of social innovations.