WORLD TOURISM FORUM LUCERNE 23 – 24 APRIL 2015, LUCERNE, SWITZERLAND
PERSONAL INVITATION WORLD TOURISM FORUM LUCERNE 23 – 24 APRIL 2015, LUCERNE, SWITZERLAND Talents, innovation & sustainable development: walk the talk! www.wtflucerne.org
- Page 2 and 3: CONTENTS 3 WELCOME 4 GUEST COUNTRY
- Page 4 and 5: GUEST COUNTRY AZERBAIJAN It is our
- Page 6 and 7: YOUR OPPORTUNITY WHY SHOULD I ATTEN
- Page 8 and 9: PROGRAMME Thursday afternoon, 23 Ap
- Page 10 and 11: PROGRAMME Friday afternoon, 24 Apri
- Page 12 and 13: Dr Michael Frenzel Chairman World T
- Page 14 and 15: OVERVIEW 1 2 3 4 5 6 GLOBAL TO LOCA
- Page 16 and 17: MOBILITY GOES DIGITAL Mobility will
- Page 18 and 19: TIME TO ACT! Climate change is indi
- Page 20 and 21: SUCCESSFUL STRATEGIES FOR SUSTAINAB
- Page 22 and 23: OVERVIEW A B C D E HOW TO BECOME MO
- Page 24 and 25: OUTBOUND CHINA: ARE WE READY FOR IT
- Page 26 and 27: SHOPPING TOURISM - CHALLENGES AND O
- Page 29 and 30: WORLD TOURISM FORUM LUCERNE INITIAT
- Page 31 and 32: UNIVERSITY NETWORK East China Norma
- Page 33 and 34: START-UP INNOVATION AWARD Together
- Page 35 and 36: SHANGHAI VISION 2016 There is a str
- Page 37 and 38: ADVISORY BOARD The Advisory Board e
- Page 40: PARTNERS AND SPONSORS PREMIUM PARTN
PERSONAL INVITATION<br />
<strong>WORLD</strong> <strong>TOURISM</strong> <strong>FORUM</strong> <strong>LUCERNE</strong><br />
<strong>23</strong> <strong>–</strong> <strong>24</strong> <strong>APRIL</strong> <strong>2015</strong>, <strong>LUCERNE</strong>, <strong>SWITZERLAND</strong><br />
Talents, innovation & sustainable development: walk the talk!<br />
www.wtflucerne.org
CONTENTS<br />
3 WELCOME<br />
4 GUEST COUNTRY<br />
5 KEY FACTS<br />
6 YOUR OPPORTUNITY<br />
7 PROGRAMME<br />
11 SPEAKERS<br />
13 WORKSHOPS<br />
21 BREAKOUT SESSIONS<br />
29 INITIATIVES<br />
36 OPTIONAL PROGRAMME<br />
37 ADVISORY BOARD<br />
38 INFORMATION
WELCOME<br />
TALENTS, INNOVATION & SUSTAINABLE<br />
DEVELOPMENT: WALK THE TALK!<br />
Looking ahead, the world of tomorrow is fast<br />
changing. It is a world where globalisation,<br />
technological advancement, shrinking margins,<br />
demographic realignment and limited resources<br />
have become a ground reality for the travel,<br />
tourism and hospitality industry. Our business<br />
models need to reflect this dynamic landscape.<br />
Since 2009, the World Tourism Forum Lucerne<br />
strives to provide the opportunity to consider<br />
the big picture and debate the significant<br />
high-level factors which will shape the overall<br />
environment in that we operate. Apart from<br />
meaningful coverage and practical solutions,<br />
we will walk the talk and present new business<br />
models, work on an action plan to become<br />
more attractive as an industry, identify and<br />
appraise influential trends, as well as focus on<br />
one of the most important development<br />
challenges of our time <strong>–</strong> how to attract,<br />
manage and retain talent.<br />
We expect the event to gather hundreds of<br />
thoughtful leaders from around the world<br />
including business heads, ministers, entrepreneurs,<br />
policy-makers, scholars <strong>–</strong> all who share<br />
a common interest in finding practical solutions<br />
for sustainable development of the travel,<br />
tourism and hospitality industry.<br />
It would be our honour and pleasure if you join<br />
us. We look forward to welcoming you in<br />
Lucerne.<br />
The World Tourism Forum Lucerne is the only<br />
platform where three generations, the public<br />
and private sectors as well as all the different<br />
subsectors of our industry meet in one room<br />
and work together on the future of our industry.<br />
Be prepared to be actively engaged in a series<br />
of lively, high-level and thought-provoking<br />
panel sessions, round table discussions and<br />
workshops. Hear the Queen Mother of Bhutan<br />
present their strategy of sustainable development<br />
in tourism, explore the consequences of a<br />
“Zero Marginal Cost Society” and evaluate the<br />
best start-up companies worldwide.<br />
Reto Wittwer<br />
Chairman of the<br />
Advisory Board<br />
Martin Barth<br />
General Manager<br />
3
GUEST COUNTRY AZERBAIJAN<br />
It is our great honour that Azerbaijan accepted<br />
our invitation to become Guest Country of the<br />
World Tourism Forum Lucerne <strong>2015</strong>. The Guest<br />
Country has the great chance to present and<br />
explain to all the participants their strategy<br />
and their development in the travel, tourism<br />
and hospitality industry. Azerbaijan is a country<br />
with a growing interest for international<br />
tourists with a rich cultural heritage. The World<br />
Tourism Forum Lucerne provides a chance<br />
especially for those countries that have a<br />
dynamic development opportunity. We are sure<br />
you will be impressed by Azerbaijan’s drive,<br />
their hospitality and especially their delicious<br />
food.<br />
4
KEY FACTS<br />
<strong>FORUM</strong><br />
Start: Thursday, <strong>23</strong> April <strong>2015</strong>, 10.15<br />
End: Friday, <strong>24</strong> April <strong>2015</strong>, 17.15<br />
TOPIC<br />
Talents, innovation & sustainable development:<br />
walk the talk!<br />
PARTICIPANTS<br />
<strong>–</strong> CEOs, leaders and experts from business,<br />
government, finance and academia<br />
<strong>–</strong> Young Professionals accompanied by CEOs<br />
<strong>–</strong> Outstanding Young Talents from our partner<br />
university network<br />
SPEAKERS<br />
More than 50 speakers from all over the world<br />
SIDE EVENTS<br />
<strong>–</strong> Think Tank (only with separate invitation):<br />
Wednesday afternoon, 22 April <strong>2015</strong><br />
<strong>–</strong> Academic Meeting: Wednesday afternoon,<br />
22 April <strong>2015</strong><br />
<strong>–</strong> Career planning session (for awarded Young<br />
Talents, organised by our Premium Partner<br />
Korn Ferry): Wednesday, 22 April <strong>2015</strong><br />
<strong>–</strong> Next Generation day (accompanying their<br />
CEO, organised by our Next Generation<br />
Partner Carlson Rezidor Hotel Group):<br />
Wednesday, 22 April <strong>2015</strong><br />
<strong>–</strong> Industry meets academia: Saturday morning,<br />
25 April <strong>2015</strong><br />
<strong>–</strong> Optional programme (see page 36)<br />
Tuesday, 21, Wednesday, 22, Saturday, 25<br />
and Sunday, 26 April <strong>2015</strong><br />
NEW VENUE<br />
KKL Luzern, Culture and Convention Centre,<br />
Europaplatz 1, 6002 Lucerne, Switzerland<br />
<strong>WORLD</strong> <strong>TOURISM</strong> <strong>FORUM</strong> <strong>LUCERNE</strong> IN FIGURES<br />
60+<br />
countries participating<br />
400+<br />
executives, leaders<br />
and experts from the<br />
industry<br />
3<br />
generations of participants<br />
shaping a more sustainable<br />
future of the industry<br />
<strong>WORLD</strong> <strong>TOURISM</strong> <strong>FORUM</strong> <strong>LUCERNE</strong><br />
Rösslimatte 48<br />
P.O. Box 2940<br />
6002 Lucerne<br />
Switzerland<br />
Prof Martin Barth, General Manager<br />
T + 41 41 228 99 80<br />
martin.barth@wtflucerne.org<br />
www.wtflucerne.org<br />
5
YOUR OPPORTUNITY<br />
WHY SHOULD I ATTEND AS A CEO?<br />
The World Tourism Forum Lucerne is the<br />
leading Forum for thought leaders and stakeholders<br />
to come together, learn, influence<br />
the path of development and outline next<br />
steps for building a booming travel, tourism<br />
and hospitality sector globally.<br />
Widely recognised as the Davos of the travel,<br />
tourism and hospitality sector, the World<br />
Tourism Forum Lucerne is unique as a<br />
conference bringing together people from<br />
three worlds: top management business icons,<br />
Next Generation leaders and a Young Talent<br />
pool. The World Tourism Forum Lucerne<br />
reaches across global markets, connects the<br />
industry, enables innovations to grow. It<br />
also aims to find solutions to the most critical<br />
challenges facing industry today through<br />
creativity, fresh insights and uninhibited<br />
expression of viewpoints.<br />
hope to have you participate in our new closeddoor<br />
Think Tank for an uncut discussion about<br />
some of the thorniest topics in our industry.<br />
You can also lean back and enjoy meeting a<br />
highly diverse and interesting pool of attendees<br />
to unplug, recharge, and renew yourselves.<br />
WHO ELSE WILL BE THERE?<br />
Attended by some 500 participants including<br />
global CEOs, tycoons, entrepreneurs, upand-comers,<br />
thought leaders, political<br />
decision-makers, academic authorities, and<br />
influential journalists, the World Tourism<br />
Lucerne is an event that will challenge you to<br />
think, collaborate, and better plan a future for<br />
your business and the world at large.<br />
WE WILL BE THERE. WILL YOU?<br />
WHAT SHOULD I EXPECT?<br />
Similar to previous years, the conference<br />
programme will be a combination of content,<br />
powerful speakers and interesting people.<br />
The two day event will feature inspirational<br />
keynote deliveries, expert panels and robust<br />
roundtable discussions led by cross-sector<br />
leaders, interviews with leading Executives as<br />
well as forecasts from top economists. You as<br />
a CEO will be given the tools to attract and<br />
retain talent <strong>–</strong> your most important resource,<br />
as well as an opportunity to appeal to the young<br />
generation courting a new life philosophy. We<br />
6
PROGRAMME<br />
OPENING SESSION <strong>–</strong> Thursday, <strong>23</strong> April <strong>2015</strong>, 10.15 <strong>–</strong> 14.30<br />
09.15 Registration open<br />
10.15 <strong>–</strong> 10.30 OPENING <strong>–</strong> Reto Wittwer<br />
Chairman of the Advisory Board World Tourism Forum Lucerne<br />
<strong>–</strong> Prof Martin Barth<br />
General Manager World Tourism Forum Lucerne<br />
10.30 <strong>–</strong> 10.50 WELCOME Federal Councillor Johann N. Schneider-Ammann<br />
Head of the Federal Department of Economic Affairs,<br />
Education and Research<br />
10.50 <strong>–</strong> 11.10 KEYNOTE<br />
Sustainable tourism:<br />
the Bhutan walk<br />
11.10 <strong>–</strong> 11.50 KEYNOTE<br />
How the zero marginal<br />
cost society is changing<br />
the world<br />
Guest of honour:<br />
Her Majesty the Queen Mother Sangay Choden Wangchuck<br />
Her Majesty the Queen Mother of Bhutan<br />
Jeremy Rifkin<br />
Advisor to the European Union, President of the Foundation on<br />
Economic Trends, Washington, D.C.<br />
11.50 <strong>–</strong> 12.40 PANEL<br />
Facing tomorrow’s<br />
challenges<br />
12.40 <strong>–</strong> 12.50 AZERBAIJAN AT<br />
<strong>WORLD</strong> <strong>TOURISM</strong><br />
<strong>FORUM</strong> <strong>LUCERNE</strong> <strong>2015</strong><br />
<strong>–</strong> Jeremy Rifkin Advisor to the European Union, President of the<br />
Foundation on Economic Trends, Washington, D.C.<br />
<strong>–</strong> Representative from China<br />
<strong>–</strong> Harriet Green CEO Thomas Cook Group (invited)<br />
<strong>–</strong> Amel Karboul Minister of Tourism Tunisia<br />
<strong>–</strong> Paul Griffiths CEO Dubai International Airport<br />
Official Representative of the Guest Country Azerbaijan<br />
13.00 <strong>–</strong> 14.30 LUNCH HOSTED BY AZERBAIJAN<br />
Version of November 2014. See www.wtflucerne.org for an updated programme. 7
PROGRAMME<br />
Thursday afternoon, <strong>23</strong> April <strong>2015</strong>, 14.30 <strong>–</strong> <strong>23</strong>.00<br />
14.30 <strong>–</strong> 15.00 KEYNOTE<br />
How to become irresistible<br />
Kevin Roberts<br />
CEO Saatchi & Saatchi Worldwide<br />
15.00 <strong>–</strong> 15.15 VIDEOS The future of tourism: Our Young Talents’ perspectives<br />
15.15 <strong>–</strong> 15.45 ROUND TABLE<br />
Cracking the code on<br />
Talent Management in<br />
the hospitality industry<br />
The list of high profile CEOs invited to attend include:<br />
<strong>–</strong> Christopher Cowdray CEO Dorchester Collection<br />
<strong>–</strong> Frank Fiskers President & CEO Scandic Hotels<br />
<strong>–</strong> Greg Dogan President & CEO Shangri-La Hotels and Resorts<br />
<strong>–</strong> Jennifer Fox President FRHI Hotels & Resorts and President<br />
Fairmont<br />
<strong>–</strong> Gerald Lawless President & Group CEO Jumeirah Group<br />
Moderated by: Aradhana Khowala Managing Partner bridge.over<br />
15.45 <strong>–</strong> 16.30 NETWORKING BREAK<br />
16.30 <strong>–</strong> 17.30<br />
WORKSHOPS<br />
(choose one<br />
out of six,<br />
details see<br />
pp. 13 <strong>–</strong> 20)<br />
WORKSHOP 1<br />
WORKSHOP 2<br />
WORKSHOP 3<br />
Global to local <strong>–</strong> building strong tourism partnerships<br />
powered by Etihad<br />
Mobility goes digital<br />
powered by Europcar<br />
Emerging talent for emerging opportunities<br />
powered by Korn Ferry<br />
WORKSHOP 4<br />
Time to act!<br />
powered by myclimate<br />
WORKSHOP 5<br />
Beyond a room and a meal <strong>–</strong> managing online ratings at the<br />
destination level<br />
powered by PwC<br />
WORKSHOP 6<br />
Successful strategies for sustainable tourism development<br />
powered by SECO/Swisscontact<br />
17.40 <strong>–</strong> 18.00 INSPIRATION A sustainable Swiss initiative<br />
18.00 <strong>–</strong> 18.15 TAKE-HOME MESSAGE Visualiser<br />
19.00 <strong>–</strong> <strong>23</strong>.00 WALK THE TALK COCKTAIL AND GALA DINNER WITH THE YOUNG TALENT AWARD<br />
at the KKL Luzern, Culture and Convention Centre<br />
8 Version<br />
of November 2014. See www.wtflucerne.org for an updated programme.
PROGRAMME<br />
Friday morning, <strong>24</strong> April <strong>2015</strong>, 08.30 <strong>–</strong> 14.00<br />
07.45 <strong>–</strong> 08.30 COFFEE AND PASTRIES FOR NETWORKING<br />
08.30 <strong>–</strong> 09.00 KEYNOTE<br />
Simple and effective<br />
09.00 <strong>–</strong> 09.50 QUESTIONS & ANSWERS<br />
Dialogue with the WTFL<br />
Think Tank on the future of<br />
travel and tourism<br />
Christopher Cederskog<br />
Regional Manager Europe Airbnb<br />
<strong>–</strong> Dr Michael Frenzel Chairman World Travel & Tourism Council,<br />
President of the Federal Association of the German Tourism<br />
Industry<br />
<strong>–</strong> Prof Geoffrey Lipman Director Greenearth.travel<br />
<strong>–</strong> Helena Egan Director industry relations TripAdvisor<br />
<strong>–</strong> Lars B. Sonderegger Founder and Executive Chairman<br />
Quantonomics<br />
09.50 <strong>–</strong> 10.30 NETWORKING BREAK<br />
10.30 <strong>–</strong> 11.45<br />
BREAKOUT<br />
SESSIONS<br />
(choose one<br />
out of five,<br />
details see<br />
pp. 21 <strong>–</strong> 27)<br />
SESSION A<br />
SESSION B<br />
SESSION C<br />
How to become more attractive for Young Talents<br />
James Hyde, Charles Donkor, Aradhana Khowala<br />
Outbound China: Are we ready for it?<br />
Prof Kaye Chon, Prof Dr Wolfgang Georg Arlt, Mang Chen,<br />
Paul Jones, Daniel Tschudy<br />
E-travel behaviour: How to attract the generation Y<br />
Dr Andreas Liebrich, Nick Hall, Tobias Ragge, Prof Graham Miller<br />
SESSION D<br />
Shopping tourism: Challenges and opportunities<br />
Ian Stazicker, Raphael Gübelin (invited), Manelik Sfez,<br />
Dr Gabby Walters<br />
SESSION E<br />
Diversity: An undiscovered potential for our industry?<br />
Winner of the “Celebrating diversity competition”, Michael Farrell,<br />
Walter Schmid, diversity expert<br />
11.45 <strong>–</strong> 12.30 INSIGHT<br />
The secret of learning<br />
from other industries<br />
<strong>–</strong> Sergio Marchionne<br />
CEO Fiat and Chrysler (invited)<br />
<strong>–</strong> Desirée M. Bollier<br />
CEO Value Retail<br />
12.30 <strong>–</strong> 14.00 LUNCH<br />
Version of November 2014. See www.wtflucerne.org for an updated programme. 9
PROGRAMME<br />
Friday afternoon, <strong>24</strong> April <strong>2015</strong>, 14.00 <strong>–</strong> 17.15<br />
14.00 <strong>–</strong> 14.20 KEYNOTE<br />
2020 Shanghai tourism vision<br />
Wen Zhao<br />
Vice Mayor of Shanghai (invited)<br />
14.20 <strong>–</strong> 14.40 5 X 4 MINUTES OF FAME The 5 nominated Movers&Shapers present their new business<br />
models<br />
14.40 <strong>–</strong> 15.00 PRESENTATION<br />
Azerbaijan: fast growing<br />
development<br />
Representative from Azerbaijan<br />
15.00 <strong>–</strong> 15.30 START-UP INNOVATION<br />
AWARD<br />
<strong>–</strong> Costas Christ CEO Beyond Green Travel and Chairman<br />
of the judges of the WTFL Start-up Innovation Award<br />
<strong>–</strong> Start-up innovation partners<br />
<strong>–</strong> 5 Movers&Shapers<br />
15.30 <strong>–</strong> 16.10 NETWORKING BREAK<br />
16.10 <strong>–</strong> 16.50 INTERVIEW<br />
Walking the talk<br />
Samih Sawiris<br />
Chairman and CEO Orascom Development together with the<br />
awarded Movers&Shapers<br />
16.50 <strong>–</strong> 17.00 TAKE-HOME MESSAGE Visualiser<br />
17.00 <strong>–</strong> 17.10 FAREWELL Reto Wittwer and Martin Barth<br />
17.10 <strong>–</strong> 18.00 SWISS FAREWELL FONDUE<br />
Since attendance is limited, early registration for the Forum is highly recommended.<br />
If you book until December 19, 2014 we will give you a 15 % early bird discount. Registration at<br />
www.wtflucerne.org/registration<br />
10 Version<br />
of November 2014. See www.wtflucerne.org for an updated programme
SPEAKERS<br />
Guest of honour:<br />
Her Majesty the Queen Mother Sangay Choden<br />
Wangchuck<br />
Her Majesty the Queen Mother of Bhutan<br />
Federal Councillor Johann N. Schneider-Ammann<br />
Head of the Federal Department of Economic<br />
Affairs, Education and Research<br />
Desirée M. Bollier<br />
CEO Value Retail<br />
Christopher Cederskog<br />
Regional Manager Europe Airbnb<br />
Costas Christ<br />
CEO Beyond Green Travel and Chairman of the<br />
judges of the WTFL Start-up Innovation Award<br />
Helena Egan<br />
Director industry relations TripAdvisor<br />
11
Dr Michael Frenzel<br />
Chairman World Travel & Tourism Council,<br />
President of the Federal Association of the<br />
German Tourism Industry<br />
Paul Griffiths<br />
CEO Dubai International Airports<br />
Anita Mendiratta<br />
Lead Consultant CNN<br />
T.A.S.K. Group<br />
Jeremy Rifkin<br />
Bestselling author and President of<br />
the Foundation on Economic Trends,<br />
Washington, D.C.<br />
Kevin Roberts<br />
CEO Saatchi & Saatchi Worldwide<br />
Samih Sawiris<br />
Chairman and CEO Orascom Development<br />
12
WORKSHOPS<br />
THURSDAY AFTERNOON, <strong>23</strong> <strong>APRIL</strong> <strong>2015</strong>,<br />
16.30 <strong>–</strong> 17.30 (CHOOSE ONE OUT OF SIX)<br />
Our Premium Partners design the workshops<br />
of World Tourism Forum Lucerne and offer you<br />
to choose one session of your interest. The six<br />
workshops give insight to important topics and<br />
get you involved in interesting discussions with<br />
experts. Please find an overview of the six<br />
workshops on the next page.
OVERVIEW<br />
1<br />
2<br />
3<br />
4<br />
5<br />
6<br />
GLOBAL TO LOCAL <strong>–</strong> BUILDING STRONG <strong>TOURISM</strong> PARTNERSHIPS<br />
<strong>–</strong> Christian Schneider CCO Etihad Regional<br />
<strong>–</strong> Philipp Gmür Chairman Lucerne Tourism (invited)<br />
<strong>–</strong> Tim Jones General Manager Asia & Strategic Partnerships,<br />
Tourism Australia (invited)<br />
Moderated by: Vijay Poonoosamy Vice President International &<br />
Public Affairs Etihad Airways<br />
MOBILITY GOES DIGITAL<br />
<strong>–</strong> Thomas Hengstermann Head of Partner & Key Account<br />
Management moovel<br />
<strong>–</strong> Lluís Figueras Marketing Manager Europcar<br />
Moderated by: Marcus Bernhardt CCO Europcar<br />
EMERGING TALENT FOR EMERGING OPPORTUNITIES<br />
The panel will include senior representatives from the hospitality industry<br />
with a particular focus on Africa and representatives of Korn Ferry.<br />
Moderated by: Arvinder Dhesi Senior Client Partner Korn Ferry<br />
TIME TO ACT!<br />
<strong>–</strong> Remo Stoffel Owner Priora and Chairman of 7132<br />
<strong>–</strong> Paul Steele Senior Vice President Member and External Relations IATA<br />
<strong>–</strong> René Estermann CEO myclimate<br />
Moderated by: Costas Christ CEO Beyond Green Travel<br />
BEYOND A ROOM AND A MEAL <strong>–</strong> MANAGING ONLINE RATINGS AT THE<br />
DESTINATION LEVEL<br />
The panel will include senior representatives of some of the world’s leading<br />
destinations, as well as members of PwC’s destination management team.<br />
Dr David Ermen Manager, Lodging & Tourism Clients Group PwC<br />
Moderated by: Nicolas Mayer Partner & Industry Leader <strong>–</strong> Lodging & Tourism<br />
Clients PwC<br />
SUCCESSFUL STRATEGIES FOR SUSTAINABLE <strong>TOURISM</strong> DEVELOPMENT<br />
<strong>–</strong> Derek Savy Director Marketing Vanilla Islands Organisation<br />
<strong>–</strong> Representative of North Caucasus University<br />
<strong>–</strong> Andreas Dhena Operation Manager DMO Flores<br />
Moderated by: Prof Urs Wagenseil Head of Tourism, Lucerne University<br />
of Applied Sciences and Arts and<br />
Gabriella Crescini Head Partner & Client Relationships, Swisscontact<br />
powered by<br />
powered by<br />
powered by<br />
powered by<br />
powered by<br />
powered by<br />
14 WORKSHOP
GLOBAL TO LOCAL <strong>–</strong> BUILDING STRONG <strong>TOURISM</strong> PARTNERSHIPS<br />
More than 3 billion people flew by plane<br />
last year. The demand is growing and changing,<br />
driven by emerging economies and by<br />
travellers in search of new & independent<br />
experiences. This creates new opportunities<br />
to build innovative tourism partnerships<br />
between governments, tourism industry and<br />
airlines to attract visitors and investment.<br />
We will look at best practice partnerships<br />
and challenges posed by the new tourism<br />
economy.<br />
KEY QUESTIONS<br />
<strong>–</strong> What are we doing well with partnerships<br />
between destinations and airlines?<br />
<strong>–</strong> What can we do better to connect new<br />
travellers with emerging destinations?<br />
<strong>–</strong> What barriers do we face and how can we<br />
overcome them?<br />
POWERED BY<br />
SPEAKERS<br />
<strong>–</strong> Christian Schneider<br />
CCO Etihad Regional<br />
<strong>–</strong> Philipp Gmür<br />
Chairman Lucerne Tourism (invited)<br />
<strong>–</strong> Tim Jones<br />
General Manager Asia & Strategic<br />
Partnerships, Tourism Australia (invited)<br />
MODERATED BY<br />
Vijay Poonoosamy<br />
Vice President International &<br />
Public Affairs Etihad Airways<br />
WORKSHOP 1 15
MOBILITY GOES DIGITAL<br />
Mobility will be shaped by numerous revolutions<br />
in the upcoming years; the way we move,<br />
what methods of transportation we choose and<br />
how we gain access to it won’t be the same in<br />
just a few years.<br />
This workshop shall give an insight into drivers,<br />
recent developments and a vision about future<br />
mobility landscape.<br />
KEY QUESTIONS<br />
<strong>–</strong> What is the mobility market today?<br />
<strong>–</strong> What will enable future products and how<br />
do they look alike?<br />
<strong>–</strong> How do mobility products interact in the<br />
future?<br />
POWERED BY<br />
SPEAKERS<br />
<strong>–</strong> Thomas Hengstermann<br />
Head of Partner & Key Account<br />
Management moovel<br />
<strong>–</strong> Lluís Figueras<br />
Marketing Manager Europcar<br />
MODERATED BY<br />
Marcus Bernhardt<br />
CCO Europcar<br />
16 WORKSHOP<br />
2
EMERGING TALENT FOR EMERGING OPPORTUNITIES<br />
Today’s business is situated in a complex,<br />
unpredictable environment. The volume, speed<br />
and scale of change is so impactful that it can<br />
derail an organisation’s strategy. How do we<br />
progress and stay competitive in this environment?<br />
By Enterprise Agility.<br />
Enterprise Agility is a company’s ability to<br />
outperform the competition and drive growth<br />
in new, ambiguous situations by learning and<br />
adapting when confronted with unforeseen<br />
circumstances and complex problems.<br />
KEY QUESTIONS<br />
<strong>–</strong> What makes an organisation agile?<br />
<strong>–</strong> How agile does an organisation need to be<br />
to pursue its growth strategy?<br />
<strong>–</strong> Where in the organisation is agility needed?<br />
<strong>–</strong> How can you drive growth by maximising the<br />
potential of an organisation’s talent?<br />
POWERED BY<br />
SPEAKERS<br />
The panel will include senior representatives<br />
from the hospitality industry with a particular<br />
focus on Africa and representatives of Korn<br />
Ferry.<br />
MODERATED BY<br />
Arvinder Dhesi<br />
Senior Client Partner Korn Ferry<br />
WORKSHOP 3 17
TIME TO ACT!<br />
Climate change is indisputable by one of the<br />
most dangerous threats to our future. Tourism<br />
with all travel related CO 2<br />
emissions is part of<br />
the problem today. But there are effective tools<br />
to make it a part of the solution.<br />
KEY QUESTIONS<br />
<strong>–</strong> Action for climate protection <strong>–</strong> business<br />
opportunity or business killer?<br />
<strong>–</strong> Mandatory or voluntary? How do we get all<br />
the players on the same track?<br />
<strong>–</strong> How could considerable and concrete<br />
efforts from a whole industry look like?<br />
<strong>–</strong> What best practices are there for economically<br />
and ecologically successful travel<br />
businesses?<br />
POWERED BY<br />
SPEAKERS<br />
<strong>–</strong> Remo Stoffel<br />
Owner Priora and Chairman of 7132<br />
<strong>–</strong> Paul Steele<br />
Senior Vice President Member and<br />
External Relations IATA<br />
<strong>–</strong> René Estermann<br />
CEO myclimate<br />
MODERATED BY<br />
Costas Christ<br />
CEO Beyond Green Travel<br />
18 WORKSHOP<br />
4
BEYOND A ROOM AND A MEAL <strong>–</strong> MANAGING ONLINE RATINGS AT THE DESTINATION LEVEL<br />
Online reviews provide an insight into tourists’<br />
satisfaction with individual elements of the<br />
tourist experience within their journey through<br />
a destination. However, the overall experience<br />
is made up of these impressions and even one<br />
bad service encounter can ruin a whole trip.<br />
This is why it is more important than ever for<br />
tourism operators, government agencies, and<br />
other tourism related entities to work together<br />
to design and implement a seamless tourist<br />
journey.<br />
KEY QUESTIONS<br />
<strong>–</strong> How can tourism operators leverage online<br />
reviews to improve the service experience?<br />
<strong>–</strong> What is a destinations’ role in influencing<br />
and monitoring online ratings within their<br />
destinations?<br />
<strong>–</strong> How can a destination enable integration of<br />
service experiences along the tourist’s<br />
journey?<br />
POWERED BY<br />
SPEAKERS<br />
The panel will include senior representatives<br />
of some of the worlds’ leading destinations,<br />
as well as members of PwC’s destination<br />
management team.<br />
Dr David Ermen<br />
Manager, Lodging & Tourism Clients Group<br />
PwC<br />
MODERATED BY<br />
Nicolas Mayer<br />
Partner & Industry Leader - Lodging & Tourism<br />
Clients PwC<br />
WORKSHOP 5 19
SUCCESSFUL STRATEGIES FOR SUSTAINABLE <strong>TOURISM</strong> DEVELOPMENT<br />
To develop a touristic destination successfully,<br />
not only an attractive ‘must see’ (attraction)<br />
or ‘must do’ (activity) is required, but there is<br />
need of private sector investment, Government<br />
will, workforce skills and populations understanding<br />
and acceptance in order to develop<br />
a sustainable touristic destination that benefits<br />
all.<br />
KEY QUESTIONS<br />
<strong>–</strong> Can sustainable tourism development take<br />
place without a supporting governmental<br />
strategy?<br />
<strong>–</strong> Influence on labor skills demands<br />
<strong>–</strong> How can the population’s benefits be<br />
sustained?<br />
20 WORKSHOP<br />
6<br />
POWERED BY<br />
SPEAKERS<br />
<strong>–</strong> Derek Savy<br />
Director Marketing Vanilla Islands<br />
Organisation<br />
<strong>–</strong> Representative<br />
of North Caucasus University<br />
<strong>–</strong> Andreas Dhena<br />
Operation Manager DMO Flores<br />
MODERATED BY<br />
<strong>–</strong> Prof Urs Wagenseil<br />
Head of Tourism, Lucerne University of<br />
Applied Sciences and Arts<br />
<strong>–</strong> Gabriella Crescini<br />
Head Partner & Client Relationships,<br />
Swisscontact
BREAKOUT<br />
SESSIONS<br />
FRIDAY MORNING, <strong>24</strong> <strong>APRIL</strong> <strong>2015</strong>,<br />
10.30 <strong>–</strong> 11.45 (CHOOSE ONE OUT OF FIVE)<br />
Based on the World Tourism Forum Lucerne<br />
initiatives and activities (see pp. 29 <strong>–</strong> 35) we<br />
want to look into specific topics and discuss<br />
the opportunities and challenges that lay<br />
ahead with you and experts in the respective<br />
field. Choose one out of five interesting<br />
Breakout Sessions and gain new perspectives<br />
for your own business.
OVERVIEW<br />
A<br />
B<br />
C<br />
D<br />
E<br />
HOW TO BECOME MORE<br />
ATTRACTIVE FOR YOUNG<br />
TALENTS<br />
OUTBOUND CHINA:<br />
ARE WE READY FOR IT?<br />
E-TRAVEL BEHAVIOUR:<br />
HOW TO ATTRACT THE<br />
GENERATION Y<br />
SHOPPING <strong>TOURISM</strong> <strong>–</strong><br />
CHALLENGES AND<br />
OPPORTUNITIES<br />
DIVERSITY: AN UNDIS-<br />
COVERED POTENTIAL<br />
FOR OUR INDUSTRY?<br />
<strong>–</strong> James Hyde Senior Client Partner Korn Ferry International<br />
<strong>–</strong> Charles Donkor Partner Human Capital Consulting PwC<br />
<strong>–</strong> Aradhana Khowala Managing Partner bridge.over<br />
<strong>–</strong> Prof Kaye Chon Dean of the School of Hotel and Tourism Management,<br />
The Hong Kong Polytechnic University<br />
<strong>–</strong> Prof Dr Wolfgang Georg Arlt Director China Outbound Tourism Research<br />
Institute<br />
<strong>–</strong> Mang Chen CEO Caissa Touristic<br />
<strong>–</strong> Paul Jones CEO LUX* Resorts & Hotels<br />
Moderated by: Daniel Tschudy cross culture consultant<br />
<strong>–</strong> Dr Andreas Liebrich e-tourism specialist Lucerne University of Applied<br />
Sciences and Arts<br />
<strong>–</strong> Nick Hall Founder and CEO Digital Tourism Think Tank<br />
<strong>–</strong> Tobias Ragge CEO HRS<br />
Moderated by: Prof Graham Miller Head of School of Hospitality and Tourism<br />
Management, University of Surrey<br />
<strong>–</strong> Ian Stazicker Tourism Sales Director Value Retail<br />
<strong>–</strong> Raphael Gübelin CEO Gübelin Lucerne (invited)<br />
<strong>–</strong> Manelik Sfez Vice President Corporate Marketing Global Blue<br />
Moderated by: Dr Gabby Walters Lecturer & Tourism Honours Program<br />
Director, University of Queensland<br />
<strong>–</strong> Winner of the “Celebrating diversity competition”<br />
<strong>–</strong> Michael Farrell Senior Vice President Human Resources,<br />
The Rezidor Hotel Group<br />
<strong>–</strong> Diversity expert<br />
Moderated by: Walter Schmid Dean of Lucerne School of Social Work,<br />
Lucerne University of Applied Sciences and Arts<br />
22 BREAKOUT<br />
SESSION
HOW TO BECOME MORE ATTRACTIVE FOR YOUNG TALENTS<br />
We will aim to develop the initiatives and<br />
actions that can be implemented by companies<br />
to respond to the current and emerging<br />
challenge of the hospitality industry of failing<br />
to position it as an attractive and credible<br />
career option for Young Talent.<br />
We will examine the present and debate the<br />
future trends and hope to challenge and<br />
motivate the participants to together arrive at<br />
an action plan that will best bridge the gap<br />
between the perception and reality of Talent<br />
Management in the industry.<br />
KEY QUESTIONS<br />
<strong>–</strong> How can our industry better market and<br />
profile a career in the industry?<br />
<strong>–</strong> What policies can bolster confidence<br />
amongst the young workforce?<br />
<strong>–</strong> How can the industry take the reins with<br />
people management?<br />
SPEAKERS & MODERATORS<br />
<strong>–</strong> James Hyde<br />
Senior Client Partner Korn Ferry International<br />
<strong>–</strong> Charles Donkor<br />
Partner Human Capital Consulting PwC<br />
<strong>–</strong> Aradhana Khowala<br />
Managing Partner bridge.over<br />
BREAKOUT SESSION A <strong>23</strong>
OUTBOUND CHINA: ARE WE READY FOR IT?<br />
Mainland Chinese travellers do not only<br />
represent the biggest international tourism<br />
source market, but they also engage in all kinds<br />
of trips, from bespoke luxury travel and MICE<br />
tourism to cheap package tours. The existing<br />
segments of the Chinese outbound market need<br />
to be offered specific products and services<br />
each to satisfy their respective needs and<br />
expectations. In this workshop we will present<br />
insights and best practice examples.<br />
KEY QUESTIONS<br />
<strong>–</strong> How will China’s outbound tourism develop<br />
in the light of slowing economic growth in<br />
China?<br />
<strong>–</strong> Which segments of the market should be<br />
targeted and how?<br />
<strong>–</strong> What are the most important steps to take<br />
to get more and more satisfied Chinese<br />
customers?<br />
<strong>24</strong> BREAKOUT<br />
SESSION B<br />
SPEAKERS<br />
<strong>–</strong> Prof Kaye Chon<br />
Dean of the School of Hotel and Tourism<br />
Management, The Hong Kong Polytechnic<br />
University<br />
<strong>–</strong> Prof Dr Wolfgang Georg Arlt<br />
Director China Outbound Tourism Research<br />
Institute<br />
<strong>–</strong> Mang Chen<br />
CEO Caissa Touristic<br />
<strong>–</strong> Paul Jones<br />
CEO LUX* Resorts & Hotels<br />
MODERATED BY<br />
Daniel Tschudy<br />
Cross culture consultant
E-TRAVEL BEHAVIOUR: HOW TO ATTRACT THE GENERATION Y<br />
Generation Y travellers are demanding users<br />
of mobile services particularly while travelling.<br />
They change their online behaviour fast when<br />
new, convenient devices conquer the market<br />
or if a bandwagon effect starts for a new<br />
social media platform. Leaders in tourism and<br />
hospitality are challenged to keep up with the<br />
pace of the growing group of Generation Y<br />
users.<br />
KEY QUESTIONS<br />
<strong>–</strong> What do generation Y travellers really want<br />
and like while being online?<br />
<strong>–</strong> How should key players in tourism react to<br />
the quickly changing needs of these<br />
important future customers?<br />
<strong>–</strong> What are potential answers of tourism<br />
service providers and intermediaries to turn<br />
Generation Yers into customers or even into<br />
fans?<br />
SPEAKERS<br />
<strong>–</strong> Dr Andreas Liebrich<br />
e-tourism specialist Lucerne University<br />
of Applied Sciences and Arts<br />
<strong>–</strong> Nick Hall<br />
Founder and CEO Digital Tourism<br />
Think Tank<br />
<strong>–</strong> Tobias Ragge<br />
CEO HRS<br />
MODERATED BY<br />
Prof Graham Miller<br />
Head of School of Hospitality and Tourism<br />
Management, University of Surrey<br />
BREAKOUT SESSION C 25
SHOPPING <strong>TOURISM</strong> <strong>–</strong> CHALLENGES AND OPPORTUNITIES<br />
Shopping is one of the prime motivations for<br />
travel and a major driver for tourism and<br />
economic development in countries and cities<br />
all over the world. It is therefore important<br />
for destinations to develop an adequate<br />
shopping experience in order to benefit from<br />
this market trend.<br />
KEY QUESTIONS<br />
<strong>–</strong> What is the influence of shopping tourism<br />
on local economies and creation of jobs?<br />
<strong>–</strong> How can shopping tourism be integrated in<br />
the destination strategy authentically?<br />
<strong>–</strong> What are the social and cultural challenges<br />
of shopping tourism?<br />
SPEAKERS<br />
<strong>–</strong> Ian Stazicker<br />
Tourism Sales Director Value Retail<br />
<strong>–</strong> Raphael Gübelin<br />
CEO Gübelin Lucerne (invited)<br />
<strong>–</strong> Manelik Sfez<br />
Vice President Corporate Marketing<br />
Global Blue<br />
MODERATED BY<br />
Dr Gabby Walters<br />
Lecturer & Tourism Honours Program Director,<br />
University of Queensland<br />
26 BREAKOUT<br />
SESSION D
DIVERSITY: AN UNDISCOVERED POTENTIAL FOR OUR INDUSTRY?<br />
It is fact that diversity can have a positive effect<br />
on any business’s bottom line. The concept of<br />
diversity encompasses acceptance and respect<br />
despite individual differences.<br />
In order to stay competitive, the travel, tourism<br />
and hospitality industry needs to aim being<br />
diverse every day. Everybody’s committment<br />
is needed. At the same time, diversity only<br />
works if the whole industry and every single<br />
company involved work together on this issue.<br />
KEY QUESTIONS<br />
<strong>–</strong> Why is a diverse industry more competitive?<br />
<strong>–</strong> What does the situation look like in our<br />
industry?<br />
<strong>–</strong> How could diversity be promoted by the<br />
companies?<br />
SPEAKERS<br />
<strong>–</strong> Winner<br />
of the “Celebrating diversity competition”<br />
<strong>–</strong> Michael Farrell<br />
Senior Vice President Human Resources,<br />
The Rezidor Hotel Group<br />
<strong>–</strong> Diversity expert<br />
MODERATED BY<br />
Walter Schmid<br />
Dean of Lucerne School of Social Work,<br />
Lucerne University of Applied Sciences<br />
and Arts<br />
BREAKOUT SESSION E 27
<strong>WORLD</strong><br />
<strong>TOURISM</strong><br />
<strong>FORUM</strong><br />
<strong>LUCERNE</strong><br />
INITIATIVES<br />
The World Tourism Forum Lucerne is more<br />
than a just a Forum. Since 2009, we continuously<br />
developed our activities carefully with<br />
strong partners worldwide. Today, we are<br />
a small but exclusive platform with a network<br />
of famous international universities around<br />
the globe, with a diversity competition, a<br />
new Start-up Innovation Award, a research<br />
with 50 hospitality CEOs how to become more<br />
attractive for Young Talents and an own<br />
representative office in Shanghai. All these<br />
activities and initiatives have the same aim<br />
to shape a more sustainable future of the<br />
travel, tourism and the hospitality industry.<br />
29
TALENT MANAGEMENT<br />
The World Tourism Forum Lucerne is completely<br />
dedicated to Talent Management. One of the<br />
Forum’s big goals is to foster the exchange<br />
between generations within the travel, tourism<br />
and hospitality industry, as well as to sensitise<br />
CEOs to the eminent issue of a talent pipeline.<br />
The Young Talent Programme invites the best<br />
students of our partner universities to join the<br />
Forum. Furthermore, a survey will show the<br />
importance of Talent Management for CEOs<br />
today. Finally, young employees with high<br />
career potential get the chance to accompany<br />
their CEO to the Forum as a Next Generation<br />
participant.<br />
AT THE <strong>FORUM</strong> THE YOUNG TALENT-<br />
AWARD WILL STAND OUT FOR THE<br />
BEST YOUNG TALENTS OF THE <strong>FORUM</strong>’S<br />
PARTNER UNIVERSITIES.<br />
30
UNIVERSITY NETWORK<br />
East China Normal University<br />
Shanghai<br />
www.ecnu.edu.cn<br />
Lucerne University of Applied<br />
Sciences and Arts<br />
www.hslu.ch<br />
University of Johannesburg,<br />
South Africa<br />
www.uj.ac.za<br />
Ecole Hôtelière de Lausanne<br />
www.ehl.edu<br />
Mahidol University<br />
www.mahidol.ac.th<br />
University of Queensland,<br />
Australia<br />
www.uq.edu.au<br />
Harz University of Applied<br />
Sciences<br />
www.hs-harz.de<br />
MODUL University Vienna<br />
www.modul.ac.at<br />
University of São Paulo, Brazil<br />
www5.usp.br<br />
Hong Kong Polytechnic<br />
University, China<br />
www.polyu.edu.hk<br />
Sekolah Tinggi Pariwisata<br />
Bandung<br />
www.go.stp-bandung.ac.id<br />
University of Surrey<br />
www.surrey.ac.uk<br />
IMI University Centre, Lucerne<br />
www.imi-luzern.com<br />
Universidad de Monterrey<br />
www.udem.edu.mx<br />
University of Waterloo, Canada<br />
www.uwaterloo.ca<br />
31
DIVERSITY COMPETITION<br />
Next Generation participants are defined as the current rising stars in their companies and<br />
identified leaders of tomorrow. With our partner Carlson Rezidor Hotel Group we launched a<br />
Diversity Competition, where CEOs and their Next Generation participant cooperate as a tandem<br />
and submit a concept to the Forum that fosters diversity and promotes a diverse workforce that<br />
can drive business performance in the hospitality, tourism and leisure industries. The diversity<br />
competition committee will then choose the best concept presented at the Forum.<br />
1<br />
EXCLUSIVE INVITATION TO PARTICIPATE<br />
“Celebrating Diversity Competition” is open only to an exclusive, select list of 12 CEOs.<br />
The CEOs have been carefully chosen from a diverse pool of sub sectors within the<br />
tourism and hospitality sector and in particular for the efforts made to drive changes in<br />
shaping our industry.<br />
2<br />
NOMINATE YOUR NEXT GENERATION PARTICIPANT<br />
Every participating CEO is expected to nominate a Next Generation participant to<br />
represent their company for the “Celebrating Diversity Competition”. In turn, the Next<br />
Generation participants will need to submit their ideas as a concept paper on how to<br />
leverage workplace diversity for improved business performance.<br />
3<br />
SUBMISSION<br />
Next Generation participants are asked to develop an innovative and not yet<br />
implemented, future-oriented diversity concept. To qualify to submit in the Celebrate<br />
Diversity Competition, the idea needs to:<br />
<strong>–</strong> Be a Diversity related topic<br />
<strong>–</strong> Have wide appeal and be beneficial for the entire tourism and hospitality industry<br />
<strong>–</strong> Be directly applicable in different organisations<br />
4<br />
APPLICATION & JURY SELECTION<br />
After developing their idea, participating teams simply need to submit their entry as<br />
a word document of no more than 10,000 words. All submitted recommendations will<br />
be closely reviewed by an internationally appointed high-level jury consisting of top<br />
leaders of World Tourism Forum Lucerne, partner members and leading international<br />
experts on diversity.<br />
5<br />
AT THE <strong>FORUM</strong><br />
The CEOs and the Next Generation participant will attend the World Tourism Forum<br />
Lucerne together as a team. Together, we believe you can shape the industry’s agenda,<br />
design new strategies and create a shared vision for the future of tourism.<br />
32
START-UP INNOVATION AWARD<br />
Together with Costas Christ, our international Chairman of the judges, we will screen the world<br />
for innovative and future-oriented start-up companies. Five of them will be invited to the Forum to<br />
present their business ideas. The three best ones will be awarded.<br />
new business models in the travel,<br />
tourism and hospitality industry<br />
100<br />
SUBMISSIONS<br />
20<br />
NOMINATIONS<br />
5PRESENTATIONS<br />
3AWARDS<br />
33
TOP MANAGEMENT AND TALENT POOL RESEARCH<br />
WHY A FOCUS ON TALENT?<br />
It’s clear that the implications for talent<br />
management are profound for the hospitality<br />
industry. This is no time for tinkering at the<br />
edges; the magnitude of the changes underway<br />
mean that a fundamental rethink is<br />
needed.<br />
As a testament to the growing international<br />
importance of talent, for the first time ever,<br />
we are delighted to feature 50 of the biggest,<br />
best and the brightest minds in the hospitality<br />
business and their views on talent attraction,<br />
acquisition, development, management and<br />
evolution and how they innovate in the talent<br />
space in their respective companies. Concurrently,<br />
there will be a survey of the current<br />
employee pool of hotel companies, as well the<br />
prospective employees to better understand<br />
their priorities and expectation from a career<br />
in the hospitality industry.<br />
TOP MANAGEMENT<br />
INTERVIEW<br />
Orchestrate, conduct and<br />
analyse for the first time<br />
ever an in-depth study of<br />
the 50 best and most<br />
dynamic CEOs of hotel<br />
companies globally with a<br />
focus on talent and profile<br />
their vision on the topic.<br />
ACTION<br />
PLAN<br />
The result is a comprehensive<br />
analysis of one of the most<br />
pertinent issues facing<br />
industry <strong>–</strong> Talent Management.<br />
An action plan drawn up will<br />
converge the viewpoints<br />
of both hotel leaders and the<br />
Next Generation to arrive at<br />
simple action-oriented steps<br />
that can really impact change<br />
and make the hospitality<br />
industry more attractive for<br />
the Next Generation.<br />
NEXT GENERATION<br />
SURVEY<br />
Showcase the viewpoint,<br />
expectations, priorities<br />
and ambition of the Next<br />
Generation and current<br />
employee pool through<br />
an employee survey<br />
across all levels of hotel<br />
companies globally.<br />
34
SHANGHAI VISION 2016<br />
There is a strong partnership between the<br />
World Tourism Forum Lucerne and Shanghai.<br />
Therefore, we opened up a representative<br />
office in August this year thanks to the great<br />
support of the Shanghai Government. Our Chief<br />
Representative of the Greater China Region<br />
is Jianguo Xu. Together with him and our team<br />
in Shanghai we will organise the first World<br />
Tourism Forum Lucerne China summit in<br />
autumn 2016. Furthermore, we will work with<br />
Chinese tourism institutions on white paper<br />
publications about specific tourism topics.<br />
The World Tourism Forum Lucerne will also<br />
consider to collaborate with industry and<br />
academic institutions to offer Talent Management<br />
and leadership development programmes<br />
for China. What an interesting and challenging<br />
development!<br />
35
OPTIONAL PROGRAMME<br />
ALL OPTIONAL PROGRAMMES ARE<br />
AVAILABLE ON:<br />
Tuesday, 21 April <strong>2015</strong><br />
Wednesday, 22 April <strong>2015</strong><br />
Saturday, 25 April <strong>2015</strong><br />
Sunday, 26 April <strong>2015</strong><br />
TOUR IN <strong>LUCERNE</strong> (09.00 <strong>–</strong> 14.00)<br />
Lucerne ranks amongst the world’s prettiest<br />
cities, and there is so much to see. René will<br />
take you to an unforgettable tour through<br />
Lucerne: the old town and Luzern’s Landmark,<br />
the Kapellbrücke (Chapel Bridge), the oldest<br />
covered wooden bridge in Europe, the<br />
Löwendenkmal and many other attractions.<br />
René offers daily surprises and history that<br />
will make you feel more like a local and not<br />
as a “tourist”.<br />
CHF 40.00 (incl. lunch, personal guide)<br />
36<br />
SKIING DAY (08.00 <strong>–</strong> 18.00)<br />
Mount Titlis is part of the Engelberg-Titlis<br />
region, central Switzerland’s biggest skiing<br />
area. The “Top of Central Switzerland” is<br />
famous for its spectacular views and great<br />
skiing, even in late spring. You will be provided<br />
with all the equipment you need, and an<br />
experienced instructor will be there for you<br />
throughout the day.<br />
CHF 90.00 (incl. journey, equipment, skiing<br />
instructor, lunch)<br />
DAY TOUR FROM <strong>LUCERNE</strong>: UNESCO<br />
BIOSPHERE ENTLEBUCH TOUR (09.00 <strong>–</strong> 18.00)<br />
This is a fully-guided eco-discovery tour that<br />
showcases authentic Switzerland aboard the<br />
world’s first 100% electric bus. Tour highlights<br />
also inlcude visiting a real Swiss farm,<br />
spectacular Alpine scenery and meeting local<br />
people.<br />
CHF 80.00 (incl. local lunch, personal guide)
ADVISORY BOARD<br />
The Advisory Board ensures that the content of World Tourism Forum Lucerne is of consistently<br />
high quality. The Board’s network, expertise and international composition are of central importance<br />
in maintaining the Forum’s exclusive reputation.<br />
CHAIRMAN<br />
<strong>–</strong> Reto Wittwer<br />
Chairman of the Advisory Board<br />
MEMBERS<br />
<strong>–</strong> Adelbert Bütler<br />
Lucerne Tourism<br />
<strong>–</strong> Markus Bernhard<br />
Group Executive Board <strong>–</strong> Chief Commercial<br />
Officer, Europcar<br />
<strong>–</strong> Thea Chiesa<br />
Director, Head of Aviation, Travel and<br />
Tourism Industries, World Economic Forum<br />
<strong>–</strong> Prof Kaye Chon<br />
Dean, School of Hotel & Tourism<br />
Management at The Hong Kong Polytechnic<br />
University<br />
<strong>–</strong> Gabriella Crescini<br />
Head of Client and Partner Relationships,<br />
Swisscontact<br />
<strong>–</strong> René Estermann<br />
CEO, myclimate<br />
<strong>–</strong> James Hyde<br />
Senior Client Partner, Korn Ferry International<br />
<strong>–</strong> Ufi Ibrahim<br />
Chief Executive, British Hospitality Association<br />
<strong>–</strong> Olivier Jankovec<br />
General Manager, Airports Council<br />
International, European Region<br />
<strong>–</strong> Geoffrey Lipman<br />
President at International Council of Tourism<br />
Partners, Chair greenearth.travel<br />
<strong>–</strong> Pascal Mathis<br />
Industry Leader, Google<br />
<strong>–</strong> Nicolas Mayer<br />
Partner, Industry Leader <strong>–</strong> Lodging & Tourism<br />
Clients, PwC<br />
<strong>–</strong> Jeannine Pilloud<br />
Head of Passenger Division and member of<br />
the Management Board, Swiss Federal<br />
Railways<br />
<strong>–</strong> Vijay Poonoosamy<br />
Vice President International & Public Affairs,<br />
Etihad Airways and Chairman, IATA Industry<br />
Affairs Committee<br />
<strong>–</strong> Carlos Sardinha<br />
Director Europcar Switzerland, Europcar<br />
AMAG Services AG<br />
<strong>–</strong> Samih Sawiris<br />
Chairman and CEO,<br />
Orascom Development Holding<br />
<strong>–</strong> Jürg Schmid<br />
Director, Switzerland Tourism<br />
<strong>–</strong> Richard J. Vogel<br />
CEO, DSR Hotel Holding<br />
37
INFORMATION<br />
DATE / DURATION<br />
Start: Thursday, <strong>23</strong> April <strong>2015</strong>, 10.15<br />
End: Friday, <strong>24</strong> April <strong>2015</strong>, 17.15<br />
PERSONAL INVITATION<br />
Transfers of personal invitations must be<br />
agreed with the organiser<br />
NUMBER OF ATTENDEES<br />
Limited (500 persons)<br />
NEW VENUE<br />
KKL Luzern, Culture and Convention Centre,<br />
Europaplatz 1, 6002 Lucerne, Switzerland<br />
CONFERENCE LANGUAGE<br />
English<br />
PARTICIPATION FEE (CHF INCL. VAT)<br />
<strong>–</strong> 1,950 for the whole conference<br />
<strong>–</strong> 1,300 Thursday only<br />
<strong>–</strong> 1,200 Friday only<br />
<strong>–</strong> 950 for the Next Generation programme<br />
candidates when accompanied by a senior<br />
leader (there are no price categories)<br />
This includes: Forum participation, preparatory<br />
information, documentation, ground transportation<br />
(if booked with registration), shuttleservice<br />
within Lucerne, coffee breaks, lunches,<br />
gala dinner on Thursday evening and Swiss<br />
farewell fondue on Friday<br />
Early bird rate (15%) until 19 December 2014<br />
NEXT GENERATION<br />
Candidates for Next Generation must fulfill the<br />
following criteria:<br />
<strong>–</strong> A minimum of 5 years of experience at a<br />
multinational tourism company<br />
<strong>–</strong> Younger than 35 years<br />
<strong>–</strong> Responsible for either several employees or<br />
for a considerable budget<br />
<strong>–</strong> Candidates accompany a senior leader<br />
working for the same organisation<br />
TRANSPORT<br />
Fly to Zurich (one hour from Lucerne) with our<br />
official carrier Etihad Airways. Once in Switzerland,<br />
we recommend that you use SBB, Swiss<br />
Federal Railways, our official land transport<br />
partner. The ticket you can order for free with<br />
your registration.<br />
DRESS CODE<br />
Business casual<br />
REGISTRATION AND BOOKING FOR HOTEL<br />
Online at www.wtflucerne.org/registration<br />
CLOSING DATE<br />
28 February <strong>2015</strong>; early booking is recommended<br />
since the number of participants is limited to<br />
500 persons.<br />
CANCELLATION POLICY<br />
Cancellations received by 28 February <strong>2015</strong><br />
will be fully refunded, less an administration<br />
fee of CHF 200. No refunds will be provided for<br />
cancellations after this date.<br />
38
PARTNERS AND SPONSORS<br />
PREMIUM PARTNERS<br />
<strong>FORUM</strong> PARTNER<br />
NEXT GENERATION PARTNER<br />
TALENT MANAGEMENT PARTNERS<br />
MOBILITY PARTNER<br />
SUSTAINABILITY PARTNER<br />
VENUE PARTNERS<br />
INTERNATIONAL MEDIA PARTNER<br />
TRADE MEDIA PARTNERS<br />
GUEST COUNTRY: THE REPUBLIC OF AZERBAIJAN SUPPLIER INITIATORS<br />
<strong>–</strong> Hotel Palace, Lucerne<br />
<strong>–</strong> The Bürgenstock Selection<br />
<strong>–</strong> The cantons of Uri, Schwyz,<br />
Nidwalden, Obwalden and<br />
Lucerne<br />
<strong>–</strong> Lucerne Events<br />
<strong>–</strong> Lucerne Hotels<br />
<strong>–</strong> Tourism Forum Lucerne