Logo Green Destinations 2023 Estonia

Speakers

 

GD
Visit Tallinn
Visit Estonia

Opening Session – Day 1: Solutions for Sustainable Tourism

Albert Salman
Albert Salman, Green Destinations
Drs. Albert Salman, a Dutch expert in sustainable tourism, possesses a strong academic foundation in coastal ecology and environmental science. In 1989, he assumed the role of the inaugural director of the European Coastal Union (EUCC). He played a pivotal role in establishing the prestigious QualityCoast Awards program in 2007, as well as the GSTR database. Later, he went on to found the widely acclaimed Green Destinations initiative, encompassing the Green Destinations Awards & Certification Program, Sustainable Destinations Top 100, Global Leaders initiative, Good Travel Guide, and Good Travel Program.

Albert Salman
Liina Maria Lepik, Enterprise Estonia
Liina’s current role focuses on Estonian foreign investments, tourism, export, e-Estonia, e-residency, and talent development. With a diverse professional background, she excels in building strategies and managing changes across various sectors. Previously, Liina served as the Managing Director of e-Estonia, further enriching her experience in the digital realm.

Albert Salman
Anna Pollock - Conscious Travel, UK

With her visionary insights and profound commitment to responsible tourism, Anna has helped shape crucial dynamics of the industry, including wellness, sustainability, and the transformative power of experiences. Her ability to delve beneath surface details and uncover underlying forces is truly remarkable. As the founder of Conscious Travel, Anna is dedicated to driving a paradigm shift in tourism, transforming mindsets, and fostering collaboration among sectors. Her mission aligns perfectly with our commitment to sustainability and the pursuit of a brighter, better future for destinations worldwide.

Panel: Climate Action – Measurement & Reporting

Actionable strategies for measuring and reporting to climate change effectively.

Defining measurements for climate action is a critical step in addressing climate change effectively. Accurate and comprehensive measurements enable governments, organizations, and individuals to track progress, set targets, and make informed decisions.  This panel delves into challenges and solutions in collecting, analysing, and using data to develop and implement climate action initiatives for tourism enterprises and destinations.

Patice Talaue
Patice Talaue - Green Destinations HQ, Philippines

Challenges and Opportunities for Measuring Destination Carbon Footprint

Patice is a sustainable tourism specialist with a solid academic background in tourism, environmental science and marine ecology and over a decade of experience in training, research, and policy development. Her commitment to climate action stems from her involvement in various long-term monitoring studies on mangrove and coral reef ecosystems and marine wildlife in her home country, the Philippines. Now, as Green Destinations’ Training & Support Program Manager, she pursues her dedication in making solutions accessible and actionable for destinations, more urgently in the face of the climate emergency.

Albert Salman
René Channouf Jacobsen - Klimascore, Denmark

Climate score – a powerful climate tool for hotels, events and destinations

René Channouf Jacobsen, CEO, and co-founder of klimascore.com, introduces the Climate Score tool, which is being utilized by international hotel chains, destinations, meeting planners, and corporate travel purchasers in the Nordics. In his presentation, he explains how this user-friendly tool provides a comprehensive package, offering storytelling and benchmarking reports for hotels and events. These reports include actionable recommendations prioritizing initiatives for both CO2 savings and cost savings, without the need for substantial investments. René emphasizes that Climate Score is accessible to anyone, regardless of the country or organization’s size, with hotels and venues able to use the tool for a monthly fee of 200 Euros.

Albert Salman
Melony van der Merwe - Weeva, UK/ USA

From intention to impact. Using data-driven technology to transform tourism, one bit and byte at a time

Melony van der Merwe is a sales and marketing consultant with over 16 years of experience in the luxury travel industry. She specializes in community building, trade relations, and strategy development, with a strong focus on advocating for regenerative tourism. Currently, Melony serves as the Trade Ambassador for Weeva, a Software as a Service (SaaS) platform that enables tourism businesses to adopt measurable and holistic sustainability practices. In her presentation, Melony explores the transformative potential of data-driven technology in the tourism industry, highlighting its role in creating value chains that result in a net-positive impact on the environment and communities.

Albert Salman
Nina Vesterinen - City of Helsinki, Finland

Achieving more together in measuring and reporting

Nina Vesterinen, Tourism Director, City of Helsinki, Finland is a tourism industry expert with over 30 years of experience across a wide variety of roles including management, destination marketing, consultancy, education, and public policy. She holds degrees in M.Sc. (econ.), MTM (tourism) and education. She has worked in three continents, and in Finland from Lapland to Helsinki. She is an author and writer of tourism books and articles. During her years as a head of tourism affairs at Ministry of Economic Affairs and Employment of Finland and at National Rural Tourism Network, she gained a comprehensive knowledge of national, regional, and theme-based strategy design and implementation.

Sofya Muhrer-Muromets
Sofya Muhrer-Muromets - TourRadar, Austria

Measuring Impact

Sofya holds a Bachelor’s degree in political science with a specialization in climate politics and an MBA in sustainable management. She is deeply committed to guiding and supporting the journey towards a better future, firmly believing in the interconnectedness of all things. Her presentation revolves around TourRadar’s strong commitment to sustainability, particularly its ambitious Climate Action Plan aimed at ensuring that all active operators have sustainability initiatives in place by 2030. Sofya highlights TourRadar’s collaboration with Equator Analytics to develop an Impact Measurement Tool, set to launch later in the year. This tool empowers tour operators to measure, reduce, and mitigate their carbon footprint, simplifying the complex carbon measurement and reporting process while creating a standardized hub for addressing sustainability concerns in the multi-day tours sector. The first pilot, focusing on Iceland, is scheduled for rollout in mid-to-late July 2023.

Panel: Private Sector Engagement

Practical solutions for businesses to lead sustainability efforts in the tourism industry

The panel will discuss how private enterprises at a destination can create remarkable travel experiences that are more sustainable, especially through conscious practices, meaningful partnerships, and innovative technologies. By attending the panel, attendees will receive actionable strategies to meet the growing demand for sustainable travel. This will empower businesses to drive positive change and thrive in the sustainable tourism landscape.

Albert Salman
Masaru Takayama - Asian Ecotourism Network, Japan

Accommodations Can Save Money while Achieving Sustainability

Masaru is the founder of the Asian Ecotourism Network, spanning 21 countries, promoting authentic ecotourism through an action-based platform. Additionally, he established the Japan Alliance of Responsible Travel Agencies in 2018 to drive responsible tourism in Japan. With his extensive involvement in sustainable development in tourism, Masaru’s presentation at the Green Destinations 2023 Conference will emphasise the crucial role of the private sector in destination sustainability, highlighting the need to go beyond mere buzzwords like ‘sustainability’ or ‘SDGs’ and instead focus on financial benefits derived from streamlined management, fostering active engagement and improving overall sustainability.

Albert Salman
Susan Santos de Cardenas - Society for Sustainable Tourism, Philippines

Promoting the Good Travel Program in Southeast Asia- Challenges & Opportunities

Susan is a celebrated expert in sustainable tourism and destination development, management, and certification programs in Southeast Asia. As President of the Society for Sustainable Tourism (SST) and a founding board member of the Asian Ecotourism Network and Green Destinations Southeast Asia Partner, Susan’s presentation at the Green Destinations 2023 Conference will provide valuable insights into navigating the complexities of engaging the private sector in the tourism industry in the Philippines and Southeast Asia, addressing challenges and opportunities amidst bureaucratic and other pressures.

Albert Salman
Monique Chen - Sustainable Travel Taiwan

Challenges and Experience of implementing GTS in Local, East Asia TAIWAN

Monique, co-founder and former chairwoman of Sustainable Travel Taiwan (STT), brings two decades of expertise in urban planning, museum operation, and cultural preservation. With STT, she drives sustainable tourism through the adoption of GSTC Criteria, fostering collaboration among destinations and stakeholders. Monique’s career journey includes significant roles such as Chief of Operations & Promotion of the Gold Ecological Park, where she melded local history, community engagement, and environmental conservation. Monique’s presentation sheds light on Taiwan’s successful implementation of the GTS and Businesses Story Competition, illustrating her dedication to advancing sustainable tourism practices.

Albert Salman
Raphael Fassoni - EstoniaHub, Brazil

Connecting with Nature: Barra Grande’s Digital Nomad Haven in Brazil

Raphael, an entrepreneur and international business consultant based in Tallinn, Estonia, discusses the sustainable tourism practices in Barra Grande, a Brazilian coastal town in the state of Piauí. In his presentation, he highlights how Barra Grande, located in an Environmental Protection Area (EPA), has been implementing eco-friendly practices through the joint efforts of the local government and the community. These initiatives promote sustainable tourism and embrace environmentally conscious approaches, involving the local population in activities that showcase the region’s natural beauty and cultural heritage. Fassoni emphasizes the pivotal role of the community in fostering environmental and social interests in Barra Grande, where organizations like Projeto Vivo play a significant role in promoting social inclusion and opportunities for the local youth.

Albert Salman
Olga Skepetari - Green Destinations HQ, Greece

Good Travel Seal – A GD Solution for Businesses

Olga is a Program Coordinator for the Good Travel Program at Green Destinations, bringing her expertise from Greece and her role as the Good Travel Seal business certification coordinator. In her presentation, she focuses on “Solutions for Businesses,” presenting Green Destinations’ suite of tools for assessing and certifying the sustainability efforts of tourism businesses and Destination Management Organisations (DMOs). She highlights the core values and benefits that come with certification, underscoring Green Destinations’ commitment to advancing sustainability in the tourism sector.

Workshop: Mastering Sustainability Communication for Business Growth

hosted by Josephine Piplits, the CEO of TripDoodler.

hosted by Josephine Piplits, CEO of TripDoodler. 

This session will immerse you in the world of sustainability communication, revealing its impact on your business’s success. Josephine will lead you on a journey to grasp the vital role of sustainability messaging, showing how to leverage your current customer base to attract new business opportunities. You’ll also navigate communication regulations and ethical guidelines with ease. Through inspiring real-life examples, you’ll learn to shape your business identity and turn sustainability into profitable opportunities. By the workshop’s end, you’ll leave with a practical toolkit of techniques and creative ideas to drive ethical and profitable growth through sustainability communication. Join us to simplify sustainability and supercharge your business’s future.

Albert Salman
Josephine Piplits - TripDoodler, Denmark

Workshop: Mastering Sustainability Communication for Business Growth

Josephine is an industry professional with over 25 years of experience in the travel and tourism industry, dedicated to enhancing global travel through sustainability. As the founder of TripDoodler, she empowers small tourism businesses and promotes consumer-driven sustainability. In her presentation at the Green Destinations 2023 Conference, Josephine will address the challenges travelers face in finding trustworthy and sustainable options, highlighting the need for clear standards and recognition of sustainability efforts. Through TripDoodler’s impact platform, she enables tourism establishments to translate their sustainability data into valuable business opportunities while helping destinations attract conscious travelers by showcasing their sustainability profile.

Panel: Digital Transformation of Tourism

Technology-based strategies to foster cooperation and positive change in the tourism sector.

The session will explore innovative tools to equip destinations and businesses with technology-based solutions to streamline operations, improve customer experience and promote sustainability. Attendees will learn how to use data, embrace smart mobility and employ gamification to create a more sustainable and digitally integrated future for the tourism sector.

Albert Salman
Holger Sigmund - GreenDACH / TOURISM IMPACT, Switzerland

Go climate smart: can car and ride sharing be an effective solution to the last mile problem?

Holger, a seasoned professional in the tourism industry with 23 years of experience, brings a wealth of knowledge as an entrepreneur, trainer, and expert in various disciplines. As the Green Destinations Representative in Switzerland, a GSTC trainer, and the founder of Servus Tourismuspartner OG and TOURISM IMPACT, Holger is committed to supporting the industry in the DACH region. In his presentation at the Green Destinations 2023 Conference, he will share insights on one of the most challenging and discussed topics regarding mobility: Are there new solutions for covering the so-called “”last mile””? According to the German Federal Environment Agency, mobility accounts for 75% of the carbon footprint of global travel (40% flights, 32% cars, and 3% other mobility). Most guests in the Alpine countries travel to their destinations in their cars. The traffic problems caused by the massive individual traffic on site are correspondingly large. Holger shares his ideas on this with the Swiss start-up ClimPact and is eager to discuss them.

Albert Salman
Katrin Erben - Austrian National Tourist Office

How data can improve a destination’s mobility infrastructure

Katrin is a sustainability expert at the Austrian National Tourist Office, responsible for driving sustainability, ESG, and corporate social responsibility initiatives in the Austrian tourism industry. In her presentation at the Green Destinations 2023 Conference, she will showcase the transformative power of shared data utilization in tourism, focusing on a successful case study where the Austrian National Tourist Office collaborated with two regions to implement a mobility use case in the Tourism Data Space. The project aimed at efficient visitor flow management and developing strategies based on data insights for spatial and temporal rebalancing at tourist hotspots, addressing the challenge of overtourism while fostering sustainability and innovation.

Albert Salman
Júlia Nagy - Innotime Hungary

Development of I-DEST: Integrated Tourism Management Software

Júlia is an experienced destination development specialist, awarded the Tourism Professional Role Model – Jr. Imre Papp Memorial Award in 2019. She led tourism organisations in Tokaj and Miskolc, achieving significant growth and positioning in the tourism market. In the field of marketing and communication, she has developed and implemented several nationally award-winning campaigns in recent years, using unique tools and methods to raise awareness of the areas she manages.

In her presentation, she introduces I-DEST, the Integrated Tourism Management Software, a solution she developed to simplify sustainable destination management. I-DEST serves as a unified platform, bringing together DMOs, service providers, and visitors, offering modules for sustainability, accessibility, gamification, POI management, and more. Julia invites destinations to join the piloting phase and contribute to a global shift towards sustainable tourism management.

Simon Reuter
Simon Reuter - Outdooractive, Germany

Smart destinations, tourism data standards, and AI: The digital future of sustainable visitor management

Destinations pursuing a sustainable and regenerative transformation are faced with a multitude of challenges: Overcrowding and temporary hotspots put enormous pressure on sensitive natural areas and local communities, calling for new approaches to visitor monitoring and management. At the same time, to measure, manage, and promote sustainability practices on a destination level is no easy task, given the multitude of certification schemes and criteria catalogues, the hardships of collecting evidence-based data, and the difficulties of measuring the actual impact. As a pioneer of digitalization in nature-based tourism, online platform Outdooractive has been at the forefront of developing technologies to digitalize destinations and tourism customer journeys. Research Manager Simon Reuter shares insights into the science, current innovations, and the future of data-driven solutions to measuring, understanding, and influencing visitor flows and sustainability monitoring in destinations. Drawing from the experiences and learning of multiple research and innovation projects at both European and German level, Mr. Reuter will emphasize the importance of the dual transition towards digitalization and sustainability in the tourism industry and draw a line from the possibilities of tomorrow to the digital tools that are already available to destination managers today.

Discussion Panel: Green Destinations’ Integrated Approach

Collaborative regional efforts for sustainability combining the public and private sectors

Main aim of this panel discussion is to support Green Destinations Representatives and DMOs in developing and implementing a comprehensive program of improvement and recognition of sustainability of destinations AND their local tourism businesses. GD’s regional branches, GreenDACH and Balkan Green, will share insights on their strategies for this approach in their respective region, and provide focus to the discussion. The panel will also review Green Destinations projects involving the destination and the business level  like in Bonaire (Caribbean), Guyana, Brazil, Finland and Sri Lanka.

Hugo de Jong - CFO and Certification Program Manager
Hugo de Jong - Green Destinations HQ, Netherlands

Hugo is a sustainable tourism expert with an MSc in Leisure, Tourism & Environment, who has been with Green Destinations since its inception in 2014. He previously worked as a project manager at the European Centre for Eco and Agro Tourism (ECEAT), where he was involved in EU-funded projects, including the development of the Travelife certification scheme for Tour Operators and Sustainability Standards for activity providers. Within Green Destinations, Hugo oversees the Award & Certification Program, which includes recognition and accreditation procedures by the Global Sustainable Tourism Council (GSTC), as well as auditor training and recruitment.

Albert Salman
Albert Salman - Green Destinations HQ, Netherlands

Drs. Albert Salman, a Dutch expert in sustainable tourism, possesses a strong academic foundation in coastal ecology and environmental science. In 1989, he assumed the role of the inaugural director of the European Coastal Union (EUCC). He played a pivotal role in establishing the prestigious QualityCoast Awards program in 2007, as well as the GSTR database. Later, he went on to found the widely acclaimed Green Destinations initiative, encompassing the Green Destinations Awards & Certification Program, Sustainable Destinations Top 100, Global Leaders initiative, Good Travel Guide, and Good Travel Program.

Albert Salman
Holger Sigmund - GreenDACH / TOURISM IMPACT, Switzerland

Holger, a seasoned professional in the tourism industry with 23 years of experience, brings a wealth of knowledge as an entrepreneur, trainer, and expert in various disciplines. As the Green Destinations Representative in Switzerland, a GSTC trainer, and the founder of Servus Tourismuspartner OG and TOURISM IMPACT, Holger is committed to supporting the industry in the DACH region.

Michaela GreenDach
Dr. Michaela Hölz - GreenDACH & HOELZ CONSULTING, Austria

Dr. Michaela Hölz is a seasoned political scientist and sustainability expert with over 20 years of experience in alpine tourism and social transformation. As the representative for Green Destinations AUSTRIA and co-founder of GreenDACH, she is deeply involved in destination and business certification systems, guiding entities towards sustainable change. 

Ms. Jana Apih (Goodplace Slovenia)
Jana Apih - BalkanGreen/ GoodPlace, Slovenia

Jana Apih is an experienced entrepreneur with a strong background in marketing, strategic planning, and project management. Throughout her career, she has played pivotal roles in notable entities within the travel industry, including the Slovenian Tourist Board and the travel agency Globtour. Jana has a proven track record in brand development, strategic marketing, and business development. Presently, she leads the Institute Factory of Sustainable Tourism, GoodPlace, focusing on the development of the national certificate program, Slovenia Green. In 2016, she co-founded GoodPlace, a travel agency emphasizing green and active travel experiences. With her expertise in digital strategy, search engine optimization, and marketing management, Jana is dedicated to advancing sustainable tourism and promoting eco-conscious travel practices.

Albert Salman
Kirsi Hyvaerinen - BalkanGreen/ HYVÄ, Montenegro

Kirsi Hyvaerinen is a dedicated sustainable tourism professional with an impressive tenure of over 30 years in varied roles and regions. In her current role as Founder & CEO of HYVÄ Coaching & Consulting, she diligently assists businesses and destinations in fulfilling their commitments and achieving their objectives through tailored mentoring, coaching, and consultancy services. Utilizing her extensive network and profound expertise, she actively engages in co-creating and supporting innovative initiatives and projects that promote responsible and inclusive tourism development. Notable initiatives she is involved in include the Balkan Green Initiative, the Global Ecotourism Network, Green Destinations, and Travel Massive MNE. Kirsi is steadfast in her mission to guide the tourism industry towards positive change and contribute to a more sustainable and equitable world.

Albert Salman
Pekka Alhojärvi - Silvacultura/GD Finland

Pekka Alhojärvi, a graduate from Helsinki University with a Master’s in Forest Economics, has been dedicated to Sustainable Development throughout his national and international career. Since founding Silvacultura Ltd. in 1992, sustainability has remained at the core of his work. Representing Green Destinations in Finland, Pekka follows a participatory approach, emphasizing renewable natural resources, private-public partnerships, and the involvement of SMEs. His experience spans collaborations with Finnish ministries, various UN organizations, GEF, the World Bank, European Union, and the European Forest Institute. Currently, Pekka is focused on the Good Travel Program, especially the Good Travel Seal, and is looking to enhance sustainability at the destination level, particularly in the Baltic Sea’s Quality Coast, with a strong emphasis on sustainable tourism and its financing.

Albert Salman
Iyad Kayali - GD Middle East & North Africa

Panel: Marketing & Communication

Explore practical and real-time approaches for destinations and businesses to communicate sustainable tourism.

Experts will share insights on innovative marketing strategies and communication channels to engage travelers in more sustainable experiences. Discussions will focus on the power of storytelling, leveraging digital platforms and social media to raise awareness about sustainable destinations. Attendees will gain actionable knowledge to build strong brand identities and foster positive change, attracting responsible travelers who prioritise sustainability. The panel aims to equip DMOs and businesses with the latest tools to make a meaningful impact in the travel industry.

Albert Salman
Glenn Jampol - Global Ecotourism Network, Costa Rica

What is truer than the truth? The story! (Green Marketing)

Glenn Jampol is a renowned sustainable tourism professional from Costa Rica with 35 years of experience. He is the founding Chair of the Global Ecotourism Network and played a crucial role in Costa Rica’s Sustainable Tourism Certification program. Glenn owns the Elite-level certified sustainable hotel, Finca Rosa Blanca Coffee Farm & Inn, which has received numerous awards, including being recognised as one of National Geographic’s Unique Lodges of the World.

In his presentation at the Green Destinations 2023 Conference, Glenn will emphasise the significance of interpretation in sustainable tourism, debunking myths, inspiring, and fostering a deeper understanding of clients. He will highlight the growing demands of post-pandemic tourism and the importance for small and medium-sized businesses in ecotourism to reduce their carbon footprint, educate, and adopt successful restorative models. Glenn will focus on the need for destinations to achieve financial growth while simultaneously reducing carbon emissions and expanding their client base in this new reality.

Albert Salman
Ivana Alilović - Zagreb Tourism Board, Croatia

Sustainable tourism as an export product & What we do in the Zagreb County

Ivana Alilović is a distinguished leader who plays an integral role in shaping the strategic development of tourism in Zagreb County. With extensive experience in strategic marketing, legislation, and quality management, Ivana has demonstrated exceptional abilities in fostering competitive and sustainable tourism growth. At the forthcoming Green Destinations 2023 Conference, Ivana will present a captivating topic entitled “Sustainable Tourism as an Export Product & What We Do in Zagreb County.” This presentation aims to showcase the county’s rich cultural and natural heritage, innovative projects, exciting events, wine roads, active tourism opportunities, and traditional heritage. The ultimate objective is to position Zagreb County as a sustainable, secure, and unforgettable destination that attracts visitors throughout the year.

Albert Salman
Beatriz Barreal Danel - Riviera Maya Sostenible, Mexico

Sustainability as a Path Towards the Revaluation of the Identity and Pride of Tourist Destinations within the local community

Beatriz Barreal, hailing from Playa del Carmen, Quintana Roo, Mexico, is the Founder, CEO, and President of Sustainable Riviera Maya. With over 25 years of experience in Communications, Branding, and Marketing, she passionately drives sustainability and innovative management. Her leadership extends globally, including as a Board Member of the Global Sustainable Tourism Council (GSTC), connecting local communities, tourism markets, and authorities under a G-LOCAL sustainable vision. Beatriz’s pioneering methodologies, like SDSF’s, emphasize weaving sustainability into destinations.

Her presentation, “Sustainability for Identity and Pride of Tourist Destinations,” explores how sustainability transforms destinations, aligning local identity with international standards. She demonstrates how authentic local stories amplify impactful marketing for conscious travelers, championing “”essence marketing based on love,”” fostering genuine visitor connections with explored places.

Albert Salman
Dr. Kaewta Muangasame - Mahidol University International College, Thailand

Phygital Rural Cultural Heritage: A Digitalisation Approach for Destination Recovery and Resilience

Dr. Kaewta Muangasame is a faculty member at Mahidol University International College, Thailand, specializing in Tourism and Hospitality Management. With significant experience in consultancy projects at various levels, she’s notably contributed to strategic sustainable tourism development, interpretation planning, and the implementation of Global Sustainable Tourism Criteria. In her presentation, Dr. Muangasame will explore an innovative phygital approach to rural cultural heritage tourism, showcasing the integration of physical and digital strategies for destination resilience and recovery, particularly during COVID-19. Her extensive expertise underscores grassroots engagement and offers a comprehensive framework for successful phygital strategies, making her insights valuable for sustainable tourism and community development.

Teddy F
Teddy Florea - Soul Dreamers/EcoManka, Colombia

Soul Dreamers Urban Stories: Crafting Empathic Immersive Experiences in Favela Tourism

Teddy Florea is a social entrepreneur and consultant known for his work in sustainable tourism and eco-healing. He leads the Soul Dreamers project, an eco-tourism and community support initiative in Latin America. Teddy is also the founder of EcoManka, a charity NGO focused on providing eco-curricula for teenagers to nurture eco-leadership. His presentation, titled “The Soul Dreamers Gamified Storytelling Eco-Tours: Powering Up Vulnerable Communities Through Sustainable Tourism,” introduces an innovative app-based project that empowers vulnerable communities by allowing them to create and share immersive storytelling gamified eco-tours rooted in their cultural narratives. This initiative aims to promote cultural preservation, social impact, and environmental consciousness through engaging and educational experiences, with initial tours launched in Medellin, Colombia, and Rio de Janeiro, Brazil.

Workshop: Strategies for planning more sustainable events

hosted by Peter Reelfs, Northflash

Participants will learn from Enterprise Estonia’s efforts in organising the Green Destinations 2023 Conference, serving as a model for sustainability in the events and MICE industry. The workshop will explore practical and collaborative approaches for event organisers to minimise environmental impact, promote social inclusivity, and deliver meaningful, sustainable experiences for attendees. Through this workshop, attendees will gain valuable insights to impact the event industry’s sustainable future positively.

Albert Salman
Peter Reelfs - Northflash, Sweden

Albert Salman
Katre Kahre, Jolos - Event Agency, Estonia
Katre Kahre, Sustainability Manager at JOLOS – Live Communication Agency, is committed to transforming the events industry by placing sustainability at the forefront while maintaining event quality. Her role involves creating awareness about sustainability among partners, clients, and event participants. Additionally, Katre quantifies the carbon footprint of events and provides data-driven recommendations for improvement. Her mission is to enhance the environmental sustainability of the event sector by devising sustainability strategies, value propositions, and processes that seamlessly integrate sustainability into business operations. She also advocates for sustainability changes among partners and suppliers. In her presentation, Katre will share a case study of organizing a sustainable corporate event for 2500 people, highlighting the actions taken, carbon footprint measurement, and the achieved results.

Albert Salman
René Channouf Jacobsen - Klimascore, Denmark

René Channouf Jacobsen, CEO, and co-founder of klimascore.com, introduces the Climate Score tool, which is being utilized by international hotel chains, destinations, meeting planners, and corporate travel purchasers in the Nordics.

Albert Salman
Josephine Piplits - TripDoodler, Denmark

Josephine is an industry professional with over 25 years of experience in the travel and tourism industry, dedicated to enhancing global travel through sustainability. As the founder of TripDoodler, she empowers small tourism businesses and promotes consumer-driven sustainability.

Albert Salman
Olga Skepetari - Green Destinations HQ, Greece

Olga is a Program Coordinator for the Good Travel Program at Green Destinations, bringing her expertise from Greece and her role as the Good Travel Seal business certification coordinator.

Panel: Climate Action: Mitigation and Adaption

Actionable strategies for mitigating and adapting to climate change effectively

Climate mitigation and adaptation are two distinct but interconnected approaches to addressing the challenges posed by climate change. This panel focuses on showcasing innovative solutions that can inspire destinations to take actionable solutions for coping with climate change.

Albert Salman
Vanessa Vivian Wabitsch - The Transformational Travel Council, US & Austria

The journey to a regenerative destination – A story from the field

Vanessa is an expert in regenerative innovation, development, and leadership. Her commitment to sustainability and positive change is exemplified through her roles as a Regenerative Tourism Specialist & Facilitator at The Transformational Travel Council, CEO of Circonnact – Regenerative Circularity, and founder/host of the blogcast Regenerative World. With a global background in circular economy, sustainability, and environmental initiatives, Vanessa’s work focuses on harmonizing nature and people. In her presentation, she will delve into an inspiring narrative – the transformation journey of Whidbey and Camano Islands into a regenerative destination. By highlighting the dynamic process of co-design, self-organization, and community stewardship, Vanessa will underscore how these islands are steering away from overtourism towards a vibrant and sustainable future, ensuring the quality of life for all residents. Her insights promise to inspire and ignite innovative ideas for fostering regenerative change in destinations worldwide.

Albert Salman
Joe McKenna - University of Galway, Ireland

Ireland’s Climate House – a Green Destination at the Planning Stage

Joe McKenna is an accomplished Senior Research Fellow at the University of Galway, renowned for his expertise in partnership development, funding, and project advancement in the food, education, and tourism sectors in Ireland, the UK, and the USA. As Head of Partnerships for a groundbreaking sustainability visitor attraction in the Midlands of Ireland, Joe’s presentation at the Green Destinations 2023 Conference will delve into the inspiring journey of developing a transformative 10,000m2 facility on a degraded peatland site, captivating visitors with a magnified, multi-sensory ecosystem while fostering hope and ideas for a harmonious future through fun, technology, and positive solutions.

Albert Salman
Ulf Sonntag - NIT Institute for Tourism Research in Northern Europe, Germany

Tackling Climate Change Adaptation in Tourism Destinations – The Case of Lower Saxony, Germany

Ulf Sonntag, Managing Director at the NIT Institute for Tourism Research in Northern Europe, is a seasoned expert in tourism market analysis, quantitative and qualitative research projects, and sustainable destination development. With a strong academic background in geography, political science, and business administration, Ulf’s work emphasizes the importance of climate change adaptation and resilience in the tourism industry. His presentation delves into the practical implementation of scientific impact assessments, using them as a foundation for tangible actions in the face of climate change, drawing from an ongoing project in Germany that offers valuable insights into preparing destinations for climate-related challenges.

Alex
Alex McCaffery - Greencase Consulting, Belgium

A Gap Analysis of Tourism and Climate in the Caribbean

Alexandra McCaffery is Head of Biodiversity at Sustainable Development consultancy Green Case. With a Master’s degree in Biodiversity Conservation from Bournemouth University, Alex works with Green Case to highlight the crucial importance of biodiversity preservation in tourism growth, most recently assessing the environmental and cultural heritage of the Federated States of Micronesia to develop recommendations for geo-tourism development. She has lived and worked in Europe, Africa and the Caribbean and has a wide variety of experience, assessing biodiversity on high priority sites for the UK Government with Natural England, supporting wildlife protection in African National Parks for Uganda Conservation Foundation, inspiring international students on the environment at the International School of Uganda and implementing participatory management of protected areas for CANARI in Trinidad and Tobago.

Opening Session – Day 2: Tourism Good Practices

Hugo de Jong - CFO and Certification Program Manager
Hugo de Jong, Green Destinations HQ, Netherlands

Hugo is a sustainable tourism expert with an MSc in Leisure, Tourism & Environment, who has been with Green Destinations since its inception in 2014. He previously worked as a project manager at the European Centre for Eco and Agro Tourism (ECEAT), where he was involved in EU-funded projects, including the development of the Travelife certification scheme for Tour Operators and Sustainability Standards for activity providers. Within Green Destinations, Hugo oversees the Award & Certification Program, which includes recognition and accreditation procedures by the Global Sustainable Tourism Council (GSTC), as well as auditor training and recruitment.

Albert Salman
Rainer Aavik, Estonian Tourism Board
Rainer boasts 15 years of expertise in managing large-scale projects primarily funded by the EU. He is a seasoned public speaker, having engaged with numerous local governments in Estonia and abroad. His extensive experience, including five years as a member of the Pärnu City Government as Deputy Mayor for Planning and Development, has equipped him with profound knowledge across various fields concerning cities and rural municipalities.

Albert Salman
Kalle Killar, City of Tallinn

Kalle Killar is a Enterprise Development Director at City of Tallinn Kalle has over 20 years of experience working in different positions in the international organisations (European Bank for Reconstruction and Development, European Commission) and in different ministries in Estonia.

Albert Salman
Rob Holmes - GLP Films, USA

The Positive Power of Storytelling for Destination Management

Rob Holmes is the Founder & Chief Strategist for GLP Films, a leading strategic storytelling agency in sustainable tourism. Rob founded GLP in 2008 with a simple goal: to build a production and marketing company committed to authentic storytelling on important global issues. Today, GLP is a trusted partner for destinations and tourism businesses around the globe, empowering them to reach their sustainability goals using award-winning video storytelling and global content marketing campaigns.

Storytelling is a powerful tool for strategic communications. Stories have the unique ability to captivate and emotionally engage audiences, humanize abstract sustainability concepts, and motivate action. They enhance memorability and enable businesses to build a distinctive brand narrative around sustainability, attracting customers who align with their values. In this keynote, Rob Holmes will highlight how destinations can harness the power of strategic storytelling to communicate positive outcomes, shine a light on key challenges, and educate and inspire sustainable travelers worldwide.

LOGO GREEN DESTINATIONS - Colors
Gopinath Parayil - The Blue Yonder, India

Co-creating climate resilient & climate Responsible destinations: With the increase in the frequency of climate-related events across the world, the tourism industry is now at one of its most vulnerable phases. Can the tourism industry work symbiotically with development and humanitarian sectors to build resilient destinations?

Discussion Panel: National and Regional Perspectives

Inspiring leaders from the countries of Estonia, Slovenia, Finland, Austria and the Baltic Sea and Sao Paulo regions unveil their sustainability goals and the strategies employed to achieve them within the tourism industry.

These destinations will illustrate how responsable tourism practices acts as a catalyst for transformation, unifying their efforts and propelling sustainability initiatives far and beyond. Attendees will gain valuable insights into the collective impact of these initiatives and the significance of collaboration between destinations and Green Destinations in driving positive change for a more sustainable tourism future. Through powerful storytelling and visionary leadership, this panel will motivate us to embrace sustainability as a shared responsibility, creating a legacy of responsible tourism that enriches communities and safeguards our planet for future generations.

Hugo de Jong - CFO and Certification Program Manager
Hugo de Jong - Green Destinations HQ, Netherlands

Hugo is a sustainable tourism expert with an MSc in Leisure, Tourism & Environment, who has been with Green Destinations since its inception in 2014. He previously worked as a project manager at the European Centre for Eco and Agro Tourism (ECEAT), where he was involved in EU-funded projects, including the development of the Travelife certification scheme for Tour Operators and Sustainability Standards for activity providers. Within Green Destinations, Hugo oversees the Award & Certification Program, which includes recognition and accreditation procedures by the Global Sustainable Tourism Council (GSTC), as well as auditor training and recruitment.

Albert Salman
Liisa Kokkarinen, Visit Finland

Sustainability & climate action in tourism: measuring impact

Liisa Kokkarinen, an expert in sustainable development at Visit Finland, is dedicated to harnessing tourism as a force for positive change. She spearheads the national Sustainable Travel Finland program, an initiative focused on helping Finnish travel companies and destinations embrace sustainable practices. With a background in Arctic studies and sustainable development, Liisa is committed to decarbonization, reducing inequalities, and leaving places better than she found them. She firmly believes that investing in climate action and sustainable tourism not only ensures the industry’s long-term viability but also generates profoundly positive impacts, securing happiness for everyone, present and future alike. In her presentation, Liisa offers insights into Finland’s national sustainable tourism scheme, Sustainable Travel Finland, which promotes collaboration between public and private sectors while addressing various dimensions of sustainability, including climate action, and uses innovative data collection to shape the future of Finnish tourism.

Magda Leszczyna
Magda Leszczyna-Rzucidło, EU Strategy for the Baltic Sea Region Policy Area Coordinator, Estonia
Towards greener and more sustainable tourism in the Baltic Sea Region – reflections from the EUSBSR Policy Area Tourism

Ms. Imbi Lepik-Martinson (Tallin, EE)
Imbi Lepik-Martinson, Visit Estonia

Imbi Lepik-Martinson, Quality System Coordinator at Enterprise Estonia, resides in Pärnu, Estonia’s largest resort town. With over two decades of experience in tourism and regional development, her role at Visit Estonia primarily involves facilitating sustainable tourism growth and development.

masa
Maša Klemenčič - Slovenian Tourist Board

Maša Klemenčič is an adept project manager with a solid background in the leisure, travel, and tourism industry. Specializing in event management and sustainable tourism development, she brings a wealth of experience to her role. Her academic pursuits, including a Master’s degree focused on Environmental Science and GIS from Université Grenoble Alpes, Institut de Géographie Alpine, reflect her keen interest in the environmental aspects of tourism and global trends within this domain. Passionate about advancing sustainable practices, Maša is committed to making a positive impact in the tourism industry.

Albert Salman
Katrin Erben - Austrian National Tourist Office

Katrin Erben is a sustainability expert at the Austrian National Tourist Office, responsible for driving sustainability, ESG, and corporate social responsibility initiatives in the Austrian tourism industry.

Panel: Culture, Tradition & Thriving Communities

Explore the significance of heritage protection, authentic tourism experiences, and fostering respect for local life.

Presenters will emphasise community-based tourism and development, involving local communities, producers, and stakeholders in the supply chain, and they will showcase best practices in the field. Through transformative approaches, attendees will gain valuable insights into the positive impact of tourism on nurturing thriving and sustainable communities. The panel aims to inspire destinations to celebrate their cultural heritage and empower local communities to participate in tourism while preserving their unique identities actively. With the presentation of best practices, the panel will provide tangible examples of successful approaches that have significantly enriched local lives and kept cultural treasures.

Hugo de Jong - CFO and Certification Program Manager
Anula Galewska - Travindy, Poland

Hugo de Jong - CFO and Certification Program Manager
Emma Harrison - Visit Inverness Loch Ness, Scotland

Highland Shortbread Showdown

Emma Harrison is the Destination Development Manager at Visit Inverness Loch Ness, leading initiatives in food and drink, outdoor activities, and events. Beyond her role, she’s a published travel writer and serves on the board of a local community cafe and cycling workshop. Emma is an avid runner, having participated in numerous long-distance events, and her writing often reflects this passion. In her presentation, Emma will share a compelling story submitted to Green Destinations’ Top 100 Stories. The story revolves around uniting communities across the vast Highlands region to celebrate Scottish shortbread. Local bakers competed in eight locations, celebrating culture, tradition, and local engagement. The initiative culminated in a grand final event in Inverness, showcasing bakers, destinations, and local food and drink producers, complete with celebrity chef judges and engaging activities. The success of this inaugural event is expected to endure, bringing sustained benefits to the region.

Mitja Slovenia
Mitja Predovnik - Ljubljana Tourism, Slovenia

Creative handicraft workshops

Mitja Predovnik, Deputy Managing Director at Ljubljana Tourism, is an instrumental figure in promoting and developing Ljubljana and Central Slovenia as premier tourist destinations. With a strong background in tourism flow management and product development, he focuses on positioning Ljubljana as a unique and romantic boutique destination. Mitja’s presentation highlights the innovative Creative Handicraft Workshops in Ljubljana, a collaboration with the Slovene Ethnographic Museum, which offers visitors immersive experiences in traditional crafts, fostering a deeper connection to the destination’s cultural heritage.

Jesse E
Jesse Efron - Miyazu City, Japan

Saving the Ancient Art of Wisteria Weaving

Jesse Efron is a dedicated advocate for sustainability, town development, and responsible tourism, serving with the regional Destination Marketing/Management Organization, Kyoto by the Sea, focusing on the northern Kyoto Prefecture. Additionally, he holds the role of sustainability coordinator for the City of Miyazu, where his responsibilities encompass advancing sustainable tourism practices and increasing sustainability awareness through educational initiatives. In his presentation, Jesse unveils the world of wisteria weaving, an ancient craft preserved in the remote village of Kamiseya in Miyazu, Kyoto. This tradition, with roots tracing back to Japan’s Jomon Period, was thought to have vanished with industrialization but has been kept alive by a group of dedicated women who pass down their knowledge across generations. Beyond being a unique art form, wisteria weaving is deeply intertwined with the local agricultural cycle, providing essential supplementary income, and stands as a testament to sustainability, with vines carefully harvested to contribute to responsible forestry management and a thriving tree canopy.

Endri Gjoshi
Endri Gjoshi - Belsh Municipality, Albania

Blessings Over Bunkers: How Aphrodite Taught Albanians to Fall in Love Again with their Hidden Heritage

Endri Gjoshi, serving as the Head of Culture at Belsh Municipality in Albania, holds a pivotal role in promoting and preserving the rich heritage of the region. His presentation, “Blessings Over Bunkers: How Aphrodite Taught Albanians to Fall in Love Again with their Hidden Heritage,” sheds light on a remarkable journey. During the harsh communist era, Albania experienced a stifling of ancient traditions and cultures. However, a significant discovery—an underwater shrine dedicated to the Goddess Aphrodite—initiated a renaissance. This unearthing rekindled a sense of community and a deep connection with ancestral roots, ultimately propelling sustainable tourism and fruitful public-private collaborations, enriching the region.

Workshop: Think Big – Start Small – Realize Well (Green Vision & Balkan Green)

Scaling up Sustainable Tourism in the Western Balkans, with Case Studies from BiH

Case Study: Active (outdoor) tourism in the function of sustainable tourism development – City of Trebinje

Hugo de Jong - CFO and Certification Program Manager
Thierry Joubert - Green Visions / Balkan Green, Bosnia & Herzegovina

Thierry is an experienced Responsible Tourism Operator, Sustainable Tourism Coach, and junior Auditor in the Western Balkans. He leads Green Visions, a reputed company in the region and serves as the Independent Green Destinations representative in Bosnia and Herzegovina. His presentation unfolds the transformative journey of five emerging Bosnian and Herzegovinian destinations in the 2023 Top100 story competition, spotlighting their commitment to sustainable tourism. By addressing vital themes like government engagement, community participation, donor funding, and regional collaboration, Thierry highlights essential steps for advancing sustainable tourism in a developing nation, illuminating the path toward responsible and impactful growth.

Panel: Destination Management

Explore successful destination development approaches, visitor management strategies, and regeneration efforts

Tourism experts will share best practices, real-life case studies, and actionable insights, showcasing exemplary destination management models. Discussions will also emphasise the critical role of stakeholder involvement and collaboration in achieving sustainable tourism goals. Attendees will gain the tools and knowledge needed to effectively manage destinations sustainably and responsibly, fostering a deeper understanding of the interconnectedness between destination management, sustainability, and the well-being of local communities. The panel aims to empower destinations to create memorable and transformative experiences for visitors while preserving natural and cultural assets for future generations.

Albert Salman
Anna Pollock - Conscious Travel, UK

With her visionary insights and profound commitment to responsible tourism, Anna has helped shape crucial dynamics of the industry, including wellness, sustainability, and the transformative power of experiences. Her ability to delve beneath surface details and uncover underlying forces is truly remarkable. As the founder of Conscious Travel, Anna is dedicated to driving a paradigm shift in tourism, transforming mindsets, and fostering collaboration among sectors. Her mission aligns perfectly with our commitment to sustainability and the pursuit of a brighter, better future for destinations worldwide.

Michaela GreenDach
Dr. Michaela Hölz - GreenDACH & HOELZ CONSULTING, Austria

From project to structure and the process in between – Key Learnings from Wagrain-Kleinarl, the first Green Destinations GSTC certified destination in Austria

Dr. Michaela Hölz is a seasoned political scientist and sustainability expert with over 20 years of experience in alpine tourism and social transformation. As the representative for Green Destinations AUSTRIA and co-founder of GreenDACH, she is deeply involved in destination and business certification systems, guiding entities towards sustainable change. In her presentation, she will highlight sustainability as a continuous process, exemplifying with the successful case of Wagrain-Kleinarl, Austria’s first Green Destinations GSTC certified destination, sharing valuable insights and lessons learned.

Albert Salman
Peter Henkes - Takaroa Travel & Consultancy, Netherlands

The impact of the cruise sector in the destination

With over three decades of specialized experience in the Benelux cruise industry, Peter Henkes is a distinguished destination expert and DMC. Alongside his roles as a coach/auditor for Travelife and Green Destinations, he brings a nuanced perspective to the sustainability conversation in tourism. In his presentation, Peter addresses the complexities of cruise tourism’s impact on destinations, questioning common assumptions and exploring avenues for more responsible practices. He highlights the potential benefits of cruise tourism for local economies while advocating for improved communication, coordination, and embracing innovations to enhance sustainability in the sector. Through illustrative examples and insights, Peter’s talk presents practical solutions and emphasizes the importance of well-informed, balanced perspectives for the future of cruise tourism.

Albert Salman
Dr. Brooke Hansen - University of South Florida School of Hospitality and Tourism Management, USA

Destination Stewardship in the US and Serbia: Case Studies for Creating Sustainable Tourism Platforms

Dr. Brooke Hansen, Associate Professor of Instruction at the University of South Florida, is an expert in virtualisation technologies, sustainable tourism, and regenerative agriculture. Her consultancy work spans Florida and Serbia, contributing to impactful sustainable tourism projects.
Marko Bajić, a sustainable tourism advisor for UNDP Serbia with a Master’s degree in Global Sustainability from the University of South Florida, focuses on sustainable port development and collaborative cross-border tourism initiatives between Florida and Serbia.
Together, their presentation delves into destination management and stewardship, drawing from their experiences in Florida’s Pinellas County and Serbia’s Sombor, providing insights into sustainable tourism practices, stakeholder engagement, and best practices from diverse contexts.

Albert Salman
Kristen Bertuglia - Town of Vail, USA

Vail’s Stewardship Roadmap

Kristen Bertuglia, Environmental Sustainability Director for the Town of Vail, is an advocate for environmental stewardship, overseeing sustainability policies and programs. Their joint presentation, “Vail’s Stewardship Roadmap,” illuminates the town’s proactive approach to sustainable tourism, emphasizing economic vitality while preserving Vail’s natural beauty and fostering community well-being. Through Vail’s Stewardship Roadmap, their vision integrates environmental resilience, community harmony, and innovative strategies, shaping a thriving yet sustainable tourism model that sets an inspiring example for destinations worldwide.

Mia Vlaar
Mia Vlaar - Town of Vail, USA

Vail’s Stewardship Roadmap

Mia Vlaar, Economic Development Director, focuses on retaining and attracting business while leading Vail’s economic growth efforts. Their joint presentation, “Vail’s Stewardship Roadmap,” illuminates the town’s proactive approach to sustainable tourism, emphasizing economic vitality while preserving Vail’s natural beauty and fostering community well-being. Through Vail’s Stewardship Roadmap, their vision integrates environmental resilience, community harmony, and innovative strategies, shaping a thriving yet sustainable tourism model that sets an inspiring example for destinations worldwide.

Thelma
Thelma Redwan, Aqaba special Economic Zone Authority, Jordan

Aqaba Bird Observatory

Thelma Salem Rewdan embarked on her career path in 2005 as a Tourism Training Coordinator at the Aqaba Special Economic Zone Authority. In 2014, she was promoted to the position of Tourism Product Development Head Division, where she took on the crucial role of enhancing tourism experiences and services in Aqaba. Her dedication extends to fostering tourism engagement within the local community, ensuring that residents benefit from and participate in the tourism industry. In her presentation, she introduces the Aqaba Bird Observatory, a unique natural wonder that attracts migratory birds heading north each spring. This observatory, located in Aqaba, Jordan, offers an opportunity to get up close and personal with a rich variety of bird species, including those traveling from Europe, Asia, and Africa during migration seasons.

Nuria Mohedano
Nuria Mohedano - Ciudad Real Province, Spain

Co-creating sustainable small scale rural destination branding

Nuria Mohedano is a Sustainable Tourism MSc graduate from Syddansk Universitet, Denmark. Currently working as a Tourism Technician at the province county of Ciudad Real, she specializes in rural destinations and nature-based projects, focusing on integrating heritage interpretation and innovative, participatory strategies for sustainable tourism. In her presentation, she delves into the art of destination communication through brand creation. Using a case study, she showcases the essential steps involved in co-creating a brand design, demonstrating how sustainable tourism theory can be effectively translated into practice. The result is a holistic brand nurtured and collectively crafted, offering valuable insights for others aiming to enrich their participatory approaches to destination management and brand development.

Albert Salman
Zendy Celeste Euan - Community Tours, Mexico
A model of deep Community Tourism based in the communities of the Mayan zone of Quintana Roo.

In her presentation, he spotlights Community Tours Sian Ka’an, a flourishing cooperative venture that honors Mayan culture, ancestral wisdom, and the profound connection between community and land. This deep tourism model, fueled by local leaders’ dedication, offers genuine nature-oriented experiences while fostering both contentment and sustainability, raising global awareness of community-based tourism in the Yucatan Peninsula.

Albert Salman
Csenge Adriány - Innotime Hungary

The 10 Months – 10 Challenges Programme

Csenge Adriány is a sustainability expert focusing on the development of sustainable tourism in Hungarian destinations. With a background in tourism, she represents Hungary for Green Destinations and works as a sustainability consultant for the Stay Grounded Network, aiding businesses in reducing harmful emissions. In her presentation, Csenge shares the success story of Veszprém’s preparation for the 2023 European Capital of Culture programme. Through the ’10 Months – 10 Challenges’ initiative, Veszprém strengthened its sustainability focus, establishing a strong destination management system and committing to long-term sustainable tourism. The initiative’s effectiveness makes it an ideal model for destinations seeking stakeholder engagement, cooperation, and sustainable development. The good practice story of Veszprém has been submitted to the Top 100 2023 competition.

Tina Felicijan
Tina Felicijan - Šaleška Valley Tourist Board, Slovenia

Underground and underwater stories from Šalek Valley

Tina Felicijan is a versatile professional, primarily known for her role as a journalist and copywriter. She has also established herself as a columnist, editor, and communication consultant, adept at written and spoken expression. Additionally, as a local resident and insider of the Šaleška Valley region, she serves as a local tourist guide and an external assistant to the Šaleška Valley Tourism Board, specializing in communication. In her presentation, titled “Mysteries of submerged villages – Sail on precious pieces of the past!” Tina invites participants on an authentic tour of The Coal Mining Museum of Slovenia in Velenje. This immersive experience combines a journey on Velenje lake with a virtual dive into the past, allowing participants to explore the submerged villages and discover the intriguing stories of the villagers, miners, and Velenje residents whose lives were shaped by the coal mining industry.

Lindsay Morvan
Lindsay Morvan - Tourism Authrority Mauritius

Bel Ombre Destination and horizon.eco reporting platform

Lindsay Morvan serves as the Director of the Tourism Authority Mauritius, overseeing tourism activities’ regulation in collaboration with the Ministry of Tourism. His leadership has been instrumental in promoting sustainable tourism practices across the sector’s value chain. With an extensive background, including his role as General Manager of TCL (Mauritius) Ltd and Alternet Research and Consulting Ltd, as well as a national consultant for UNDP, Lindsay brings significant market research expertise to his current role. In his presentation, Lindsay discusses the horizon.eco initiative developed by the Tourism Authority Mauritius to support tourist operators in adopting sustainable practices. This tool, encompassing over 550 criteria, enables operators to measure their sustainability progress regularly and benchmark their performance within their specific industry segment, in alignment with ESG, SDG, and GSTC Criteria. This valuable tool will benefit Mauritius’ 6000+ tourist operators and extend its reach to Indian Ocean islands, fostering sustainability in the tourism sector.

Yi Chen Huang
Yi Chen Huang - North Coast & Guanyinshan National Scenic Area Administration, Taiwan

A Path Toward the Hideaway

Yi Chen Huang serves as a Sustainable Tourism Consultant for the North Coast & Guanyinshan National Scenic Area Administration. In her presentation, she will discuss the revitalization of Heping Island Park, highlighting its diverse landscapes and the famous Alapawan hideaway, recommended by CNN as one of the top 21 sunrise-watching spots. Despite being closed for over a decade due to rockfall risks from sandy shales, a collaborative effort involving geology and ecology experts, local operations teams, and ecological engineering practices has allowed for the planning of a new hiking route and the construction of eco-friendly trails with gabion walls. These efforts have not only ensured visitor safety but also led to positive environmental changes, increased biodiversity, and the reopening of Alapawan for travelers to enjoy its breathtaking sunrise views and intertidal zones.

Annika Ojasaar
Annika Ojasaar - Visit Tartu, Estonia
Participatory urban planning in Tartu – linear park instead of busy street

Annika Ojasaar, the Head of Tourism in the City of Tartu, brings over a decade of experience to her role, having worked extensively in the tourism sector in Tartu for the past 10 years. She began her journey in the field as a project manager and has since gained a wealth of expertise in international marketing, data analytics, and sustainable tourism practices. Tartu, with nearly 100,000 inhabitants, faced a rising trend of residents commuting by car. In response, they launched initiatives to promote green transport, such as Tartu Smart Bike and Car-free Avenue. The transformative idea of turning the port railway into a green corridor was born through a participative budgeting program. This initiative addresses the lack of cycling infrastructure and aims to engage up to 20% of Tartu’s population in sustainable mobility, including more vulnerable road users like children, dog owners, the elderly, and tourists.

Discussion Panel: Sustainable marine tourism and vision on the shores of the Baltic Sea

Albert Salman
Margus Vihman - Port of Tallinn, Estonia

Margus is an experienced business executive with a strong background in the maritime industry. He currently serves on the Port of Tallinn board, overseeing customer relations and sales. Margus holds a master’s degree in international business administration from the Estonian Business School and has completed the Executive Training Program at the IEDC – Bled School of Management. With a proven track record in strategic planning, sales management, and extensive industry connections, he is a respected leader in the business community.

Albert Salman
Ulla Tapaninen - Tallinn University of Technology, Estonia

With over 30 years of experience in logistics and maritime transport in academia, public and private sectors, Ulla also serves as an Adjunct Professor at the University of Turku, Finland. She has worked in key positions in two Finnish shipping companies and as a senior expert in city administration. Notably, she is an accomplished author with publications ranging from journal articles to textbooks, reports and her maritime blog, ullatapaninen.net

Annika Ojasaar
Simone Tommaso Maraschi - Cruise Europe, Estonia

 

Heigo Saare
Heigo Saare - Rail Baltic Estonia

Heigo Saare is a seasoned rail transport expert with over a decade of experience in the railway sector. He currently leads system assurance and operations at Rail Baltic Estonia, a major infrastructure project in the Baltic region. He holds a master’s degree in digital transformation in business, allowing him to integrate the latest technology and innovation into the rail industry. Heigo’s main responsibilities include ensuring operational readiness for Rail Baltica, covering design, validation, testing, and safety authorization preparations. He is also actively involved in strategic planning, policy making, and the implementation of EU-funded transport projects, all driven by his dedication to creating a modern, safe, and interconnected railway network linking the Baltic countries and Europe.

Ain Hinsberg
Ain Hinsberg - Univercity of Tartu Pärnu College, Estonia

Project manager at University of Tartu Pärnu College R&D Office mainly in charge of international networking and strategic partnerships. Main domain of activities for the last 30 years or so tourism and hospitality of the Baltic Sea Region in the context of public, NGO and private sector and linking  education, R&D, (science) communication and cooperation.

Panel: Nature, Environment and Climate

Explore the fundamental role of tourism in biodiversity conservation, animal welfare and ecosystem regeneration.

Tourism profesionals will discuss practical strategies, including showcasing best practices, to reduce the environmental impact of tourism, combat the climate crisis through mitigation and adaptation, and tackle challenges like waste reduction, water consumption, and pollution. Attendees will gain valuable insights into sustainable tourism practices that promote harmony with the natural environment, inspiring destinations and businesses to embrace responsible approaches. The panel aims to foster a resilient and sustainable future for tourism and the ecosystems it depends on, highlighting the collective efforts needed to protect our planet’s resources for future generations. By showcasing best practices, the panel will provide tangible examples of successful approaches that can drive positive change within the industry.

LOGO GREEN DESTINATIONS - Colors
Gopinath Parayil - The Blue Yonder, India

Circular economy and re-purposing tourism industry: Practical examples of creating travel experiences from sustainable development initiatives

Gopinath Parayil, Founder of The Blue Yonder and co-founder of Resilient Destinations Foundation and KAITHA, possesses over two decades of expertise in responsible tourism, community-based palliative care advocacy, and disaster management. His role as the official sustainable tourism partner for ITB Berlin underscores his substantial presence in the field. Gopi’s diverse contributions encompass mentorship at the Indian Institute of Management Ahmedabad, where he guides creative business management programs. Notably, he has adeptly redirected his business to address climate crises in India and Nepal, and he has delivered keynote speeches at prestigious international and national events, including the Start Network in London and the Humanitarian Leadership Conference in Melbourne. In his presentation, “Co-creating Climate Resilient & Climate Responsible Destinations,” Gopinath explores the following: With the increase in the frequency of climate-related events across the world, the tourism industry is now at one of its most vulnerable phases. Can the tourism industry work symbiotically with development and humanitarian sectors to build resilient destinations? 

Albert Salman
Dr. Laura Harrison - University of South Florida, USA

Virtualization Technologies for Vulnerable Tourism Destinations: A Case Study from Coastal Florida

Dr. Laura K. Harrison is an accomplished anthropologist and assistant professor at the University of South Florida, with expertise in using digital tools, including lidar, to tackle real-world challenges in humanities and sciences. Her pioneering work in sustainable tourism includes projects such as an augmented-reality walking tour of public art, lidar-GIS documentation of at-risk cultural heritage sites, and virtualization technologies for tourism interpretation in Serbian museums. In her presentation, co-authored by Brooke Hansen, Laura will discuss a case study from coastal Florida, showcasing high-resolution simulations using terrestrial and aerial lidar, and GIS to address the impacts of rising sea levels on vulnerable heritage sites. This research aims to promote sustainable tourism and protect natural and cultural heritage in line with the UN Sustainable Development Goals.

LOGO GREEN DESTINATIONS - Colors
Chia-Lin Huang (Lynn) - National Sun Yat-sen University, Taiwan

Taiwan’s Whale-Watching Industry and Marine Conservation NGO: Sustainable Collaboration for Win-Win Outcomes

Chia-Lin Huang (Lynn), an ocean sustainable tourism advocate in Taiwan and author of “Ocean Taiwan: Exploring Our Great Blue,” passionately combines her love for the ocean with promoting sustainable tourism. With a decade of journalism experience and extensive global travels, she engages audiences through various media platforms to raise awareness about marine conservation and green travel. Her expertise drives her commitment to making a positive impact on marine ecosystems through responsible and sustainable tourism practices. In her presentation, Lynn showcases Taiwan’s thriving whale-watching industry, highlighting its collaboration with the Kuroshio Ocean Education Foundation (KOEF) to protect oceans and cetaceans. This collaboration has yielded substantial cetacean data, citizen science initiatives, and cetacean-friendly practices among whale-watching boats, demonstrating the mutually beneficial outcomes of sustainable collaboration between the industry and marine conservation efforts.

Albert Salman
Gabriela Escobar Sánchez - Leibniz Institute for Baltic Sea Research Warnemünde (IOW), Germany

Do tourism ecolabels effectively help reducing beach litter in touristic sites?

Gabriela Escobar Sánchez, a researcher at the Leibniz Institute for Baltic Research Warnemünde, Germany, and a PhD candidate at Klaipeda University, Lithuania, discusses the impact of tourism on marine and beach litter pollution, especially in enclosed seas like the Mediterranean. She highlights the economic and environmental consequences of litter for coastal destinations, emphasizing the growing demand for sustainable tourism. Gabriela investigates the role of ecolabels as tools to encourage litter reduction in tourism establishments and assesses their potential effectiveness through Multi-Criteria Analysis. Her research identifies Blue Flag, Green Key, Preferred by Nature, and Stoke as the most promising ecolabels for reducing beach litter. However, challenges like high certification costs and inconsistent management during the off-season still need addressing, underscoring the need for industry collaboration and further investigation.

Albert Salman
Natalia (Nato) Bakhtadze Englaender - Georgian Ecotourism Association

Nature-based tourism development positive influence on local communities in post-Soviet Era in Georgia

Natalia Bakhtadze Englaender, a seasoned tourism professional with over 20 years of experience, has led impactful projects on both national and international scales. Her extensive contributions encompass the development of transboundary tourism products and the revitalization of Ecotourism Development strategies for protected areas in Georgia. Natalia’s expertise extends to various fields, including tourism education, strategic planning, policy development, and ecotourism product creation. She also actively engages in academic pursuits, serving as an invited lecturer at Ilia State University since 2017. In her presentation, Natalia sheds light on the transformation of local communities following the establishment of protected areas, emphasizing sustainable economic development and responsible ecosystem utilization, particularly in regions inhabited by ethnic minorities. She champions nature-based interpretation of culture as a means to revive intangible heritage and traditions and underscores the need for revamped business development approaches, supporting small- and medium-sized enterprises with capital and tourism knowledge for long-term sustainability.

Albert Salman
Jordan Every - Saba Tourist Bureau, Dutch Caribbean

Reef Rebirth: How Conservationists are Reviving Saba’s Coral Ecosystems

Jordan Every, a policy advisor for economic development and sustainability on the Dutch Caribbean island of Saba, presents the island’s unique challenge and initiative to restore its coral reefs. Saba, known as the Unspoiled Queen, is home to the largest submerged atoll in the Atlantic Ocean, the Saba Bank. The coral reefs and marine ecosystems are essential for the island’s nature-oriented tourism, making up a significant portion of its economy. However, these reefs have suffered due to Stony Coral Tissue Loss Disease (SCTLD) and climate change, impacting tourism, fishing, and biodiversity. To address this, the Saba Conservation Foundation (SCF) leads coral rehabilitation efforts, including a Coral Nursery project, collaboration with stakeholders, and youth engagement for sustainable tourism. The presentation underscores the importance of ongoing funding and capacity expansion to fully restore Saba’s coral ecosystems.

Albert Salman
Albert Folch - Terres de l'Ebre Biosphere Reserve, Spain

A green infrastructure plan for the fight against climate change in Terres de l’Ebre Biosphere Reserve

Albert Folch has been a valuable member of the Tourist Board of the Provincial Council of Tarragona since 1997. His extensive experience includes serving as the Director of the Convention and Conference Center in Tarragona from 2010 to 2012 and, since 2013, leading the Terres de l’Ebre destination unit at the Provincial Council’s tourism board. Albert’s commitment to tourism education is evident through his roles as an Associate Professor at the Faculty of Tourism, Rovira i Virgili University, where he imparts knowledge in tourism product design and project programming. Additionally, he contributes as a professor to the international master’s degree program in tourist destination planning at the same university. In his presentation, Albert addresses the pressing issues surrounding the Ebro Delta, emphasizing the importance of a sustainable exploitation model for the region in the face of climate change and territorial organization challenges.

Panel: Business and Marketing

Best practices in engaging the private tourism sector in sustainability.

Presenters will present innovative ways to communicate sustainability messages, such as successful campaigns and impactful pledges. Attendees will gain actionable insights into how businesses can adopt sustainable practices and effectively communicate their commitment to responsible initiatives. By highlighting successful case studies and best practices, the panel aims to inspire the tourism industry to take a proactive stance towards sustainability, fostering a collective effort to preserve our planet’s resources. Through collaboration and creative marketing approaches, businesses can become exemplars of responsible tourism, setting new standards and positively influencing the global travel landscape.

Albert Salman
Rob Holmes - GLP Films, USA

Strategic Storytelling to Sell Sustainable Travel

Rob Holmes, a seasoned figure in the travel industry with over 30 years of experience dedicated to sustainable tourism, is the founder of GLP, an agency committed to embedding sustainability in the tourism industry’s future. He’s a recognized thought leader and speaker in the field, leading GLP’s global strategic marketing campaigns for top-tier destinations, media, brands, and operators. In his presentation, titled “Sustainability Storytelling for Destination Management,” Rob emphasizes the shift from destination marketing to management focused on sustainable practices. He explores how strategic communication complements destination management by leveraging sustainability storytelling to align with business goals and strengthen communities. Through real-world destination case studies, he demonstrates the practical application of these strategies, covering themes like travel dispersal, overtourism, diversity, and community-based climate solutions.

Albert Salman
Yrjötapio Kivisaari - Visit Oulu, FInland

Community engagement and sustainable tourism in future European Capital of Culture

Yrjötapio “Y.t.” Kivisaari, the President and CEO of Visit Oulu, Finland, is an experienced leader in hospitality, tourism marketing, and destination management. With a passion for community engagement, sustainability, and equity, diversity, and inclusion (EDI), his presentation at the Green Destinations 2023 Conference will feature two compelling case examples: engaging the local community through marketing and EDI actions, and creating sustainable tourism products and travel chains through regional tourism leadership.

Albert Salman
Camilla Zedendahl - Royal Djurgården Society, Sweden

On the sustainable path – tools for joining forces within the destination

Camilla is a leading sustainable tourism professional in Sweden. Under her guidance, Royal Djurgården embraced sustainability with ambitious goals, earning recognitions like the Green Destinations Platinum Award and Glasgow Declaration Climate Action accolade. Camilla’s contributions to sustainability have earned her nominations like the Sustainable Leader of the Year. As a lecturer and advisory board member, she shares her expertise in destination management and sustainable tourism across geographies. 

In her presentation, Camilla will share the success story of Royal Djurgården, focusing on effective cooperation, innovative solutions, and their commitment to social responsibility and accessibility. Additionally, she’ll discuss how tourism supports Stockholm’s carbon-neutral city goals under the Glasgow Agreement.

Albert Salman
Ryan Tym - Lantern, Estonia

From words to wanderlust: Emotive brand strategy for sustainable tourism in Estonia

Ryan is a brand strategist, designer, copywriter, and the Director of Lantern, an internationally renowned place brand strategy and identity development studio. With numerous awards, including Best Place or Nation Brand at the Transform Awards Europe, Ryan excels in uniting communities and organisations to attract sustainable trade, investment, and tourism. His co-presentation with Visit Estonia at the Green Destinations 2023 Conference will highlight their work crafting a sustainable tourism brand strategy while maintaining engagement and alignment with Estonia’s overall positioning. Attendees can expect practical insights for quantifying and expressing sustainable tourism from client and agency perspectives.

Ms. Imbi Lepik-Martinson (Tallin, EE)
Imbi Lepik-Martinson - Visit Estonia

From words to wanderlust: Emotive brand strategy for sustainable tourism in Estonia

This co-presentation with Lantern at the Green Destinations 2023 Conference will highlight their work crafting a sustainable tourism brand strategy while maintaining engagement and alignment with Estonia’s overall positioning. Attendees can expect practical insights for quantifying and expressing sustainable tourism from client and agency perspectives.

Albert Salman
Ayse Zeynep Sezerel - No11 Hotel, Turkey

Sustainability in small city hotels

Ayse Zeynep Sezerel, a native of Istanbul and owner of No11 Hotel, brings a unique perspective on sustainable tourism. Drawing from her journey as an environmental activist, she has steered her small hotel towards a remarkable feat – becoming the sole small hotel in Istanbul with the Green Key environmental award for four consecutive years and the first to achieve full GSTC certification. In her presentation, Ayse Zeynep shares her inspiring story and the valuable insights gained from her hotel’s sustainability journey, underscoring the significance of her environmental activism in fostering responsible tourism practices. Her experience exemplifies the transformative power of dedication and commitment to sustainability in the hospitality industry.

Frederic Lizee
Frederic Lizee - New explorer Challenge, France

Developing the new generation of responsible and immersive travel creators and explorers

Fred Lizée has been working in responsible adventure travel for 15 years, with professional experiences in Europe, Asia and Australia (including the Intrepid Group). He’s now a consultant in DMC and local experiences sourcing as well as sustainable tourism trainings, following his GSTC certification in 2020. Passionate about outdoor expeditions, community travel and disruptive tourism projects, he created a national and innovative production competition for international students on sustainable adventure tourism, the New Explorer Challenge. This project calls on the new generation to innovate for a more ethical tourism, by trying to influence a movement on social networks, and by representing the millennials community within the framework of several tourism and travel fairs. At the same time, Fred also co-created in France the first collective of freelancers specializing in tourism Away We Go, and participates in responsible tourism trainings for travel agents with ATR association (the French equivalent to Travelife).

Nuri Kim
Nuri Kim - Gangwon State, Republic of Korea

Wellness : The Sustainable “Hyang(Sweet)” Spot for Gangwon for all seasons

Nuri Kim, a former tourism marketing manager for Gangwon State with 6 years of experience, now collaborates with the East Asia Inter-regional Tourism Federation (EATOF) and the International Tourism Team in the Tourism Policy Department of the Gangwon State Government, Republic of Korea. In her presentation, she discusses Gangwon’s transformation from a less popular destination, despite hosting the Pyeong Chang 2018 Winter Olympics, to a thriving year-round wellness tourism haven. This shift was prompted by the challenges posed by Covid-19, prompting Gangwon to leverage its natural and cultural resources to meet the rising demand for wellness tourism. This transformation involved establishing a wellness governance system and collaboration among various public and private sector stakeholders, resulting in the creation of the ‘Wellever Gangwon’ brand, centered on Environmental, Social, and Governance principles and practices.

Closing Session

Albert Salman
Albert Salman, Green Destinations
Drs. Albert Salman, a Dutch expert in sustainable tourism, possesses a strong academic foundation in coastal ecology and environmental science. In 1989, he assumed the role of the inaugural director of the European Coastal Union (EUCC). He played a pivotal role in establishing the prestigious QualityCoast Awards program in 2007, as well as the GSTR database. Later, he went on to found the widely acclaimed Green Destinations initiative, encompassing the Green Destinations Awards & Certification Program, Sustainable Destinations Top 100, Global Leaders initiative, Good Travel Guide, and Good Travel Program.

Ms. Imbi Lepik-Martinson (Tallin, EE)
Imbi Lepik-Martinson, Visit Estonia

Hele tallinn
Hele Lõhmus, Visit Tallinn, Estonia

Hele Lõhmus is a Project Manager at Visit Tallinn and a Member of the board at Wellness Reisid OÜ. Holding a Master’s degree in Sociology from Tallinn University, Hele specialises in travel consultancy, tourism sales and marketing, hotel management, and marketing in the Baltics. With a strong focus on tourism development and project management, she also emphasises empowerment and motivation in her work within the travel and tourism industry.

Green Destinations 2023 Sponsors & Partners

 

This event has only been possible thanks to the generosity and engagement of key partners. Green Destinations is proud to collaborate with industry leaders to support destinations to share their excellent initiatives and inspire the global tourism industry towards more sustainable development.

Visit Tallinn
Visit Estonia
Republic of Estonia
Port of Tallinn
Tallinn European Green Capital
Pivoine Design Studio
Global Ecotourism Network
FoTC
TripDoodler
GLP