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MOUNTAINLIKERS. Sport and adventure, a promising combination

OPENING SESSION
Sport tourism as an opportunity for mountain destinations. Public initiatives at national level and the basic requirements for success.

PRESENTATIONS AND THEMATIC DISCUSSIONS
Outdoor and adventure tourism products need promotion: What are the new marketing tools for mountain destinations?
Hosting Sport events:  A suitable tool to enhance the added value for a destination vs. a cost-intensive exercise with limited return on investment
Positioning of adventure tourism in the global marketplace: quality visitor experience and the challenge to define the line between authenticity and artificiality.
How do mountain destinations react to the new customers seeking a healthier and more active lifestyle?
Re-invention of Hiking: An indispensable activity for mountain tourism that has come back into fashion.

ROUNDTABLE

Internationally renowned sportspeople give their image to promoting resorts or brands. They will share their experience and the key advantages of this kind of promotion from the side of the destination will be discussed

 

2 March, 2016

 08.00 – 09.00 Arrival and registration of participants
 9.00 – 9.45 Opening ceremony
 

Master of Ceremony: Ms. Gemma Rial

  • Hon. Mr. Josep Miquel Vila, Major of Sant Julià de Lòria
  • Mr. Taleb Rifai, UNWTO General Secretary
  • H.E. Mr. Antoni Martí, Prime Minister, Principality of Andorr
09:30 - 11:15 Opening session:
Sport tourism as an opportunity for mountain destinations. Public initiatives at national level and the basic requirements for success.
 

Greeting message: Mr. Kim Gi-hyeon, Mayor of Ulsan Metropolitan City, Republic of Korea

Keynote and moderator: Mr. Márcio Favilla, UNWTO Executive Director for Operational Programmes and Institutional Relations

Panellists:

  • H.E. Mr. Francesc Camp, Minister of Tourism & Trade of Andorra
  • Mr. George Chogovadze, Head of Georgian National Tourism Administration.
  • Mr. Richard Kämpf, Director for Tourism Policy, Federal Department of Economic Affairs, Education and Research, Switzerland.
  • Ms. Ana Cristina Gozalo, Head of Department of Sport and Nature Tourism . Turespaña, Madrid, Spain
 11:15 - 11:45 Coffee break
 11:45– 13:30 Session 1:
Outdoor and Adventure Tourism products need Promotion: What are the new marketing tools for mountain destinations?
 

New technologies provide the mountain resorts with further opportunities in their marketing efforts. This session focuses on the recent trends and most effective tools which enable the mountain destinations reach a broader audience.

Keynote and moderator: Mr. Enric López. Director of the Master's Degree in Strategic Management for Tourism Companies, CETT – University of Barcelona, Barcelona, Spain

Presentations and interactive panel discussion:

13:30 - 15:30 Lunch break
15:30 – 18:00 Session 2:
Hosting Sport events : A suitable tool to enhance the added value for a destination vs. a cost-intensive exercise with limited return on investment
 

Many mountain destinations host annual or prestigious one-time sport events to maintain demand and attract visitors during off-season and to improve the brand and positioning of the resorts. This session highlights the strategic approach to maximize the benefits and return on investment in this process.

Moderator:  Mr.. Martí Rafel. General Manager of Vallnord ski resort, Andorra

Presentations and interactive panel discussion:

  • Mr. Alfonso Torreño, Marketing and Comercial Manager, Andorra.
  • Mr. Martin Gaffuri, Global Running Sports Marketing and Communication Manager, SCOTT Sports, SCOTT Sports, Switzerland
  • Mr. Richard Adam, Commercial Manager, Engadin St. Moritz Mountains AG, Switzerland
  • Mr. Philippe Sudres – Communication Director, Amaury Sport Organisation (ASO), France
  • Mr. Bruno Lalande, Head of strategy EMEA, REPUCOM, France
18:15 Departure by bus to Naturlandia Park (altitude 1.600 metres)
19:00 – 22:00 Welcome Party at Naturlandia

 

03 March, 2016

09:00 – 10:45 Session 3:
Positioning of Adventure tourism in the global marketplace: quality visitor experience and the challenge to define the line between authenticity and artificiality
 

Mountains are perfect locations for adventure tourism and therefore many mountain destinations develop spectacular facilities to attract new customers. This session explores the long term strategies to develop sustainable adventure tourism products while avoiding an artificial superstructure.

Moderator: Ms. Esencan Terzibasoglu, Director, Destination Management and Quality Programme, UNWTO

Presentations and interactive panel discussion:

  • Ms. Eva Stravs-Podlogar, Acting Director General, Tourism and Internationalisation Directorate, Ministry of Economic Development and Technology, Slovenia
  • Mr. Chris Doyle, Executive Director Europe, Adventure Travel Trade Association.
  • Mr. Christopher Hinteregger, Kohl & Partner Hotel & Tourism Consulting, Austria.
  • Mr. Willy Fux, Consultant, LHM Conseil, member of Cluster Montagne France, France.
10:45 – 11:15 Coffee break
11:15 – 13:00 Session 4:
How do mountain destinations react to the new customers seeking a healthier and more active lifestyle?
 

Skiing will remain the main travel motivation for mountainlikers in the future.– yet, the new customer trends with healthy and active lifestyle patterns urge the mountain destinations to adapt to change, diversify the product and attract niche markets. This Session will showcase success stories.

Moderator: Mr.. Miguel Pedregal. General Manager of Caldea-Inúu, Andorra

Presentations and interactive panel discussion:

 13:00 – 14:30 Lunch break
14:30 – 16:00 Session 5:
Athletes as testimonials
 

Internationally recognized sport athletes (active or retired) often act as testimonials – either for a certain destination through common promotion and marketing activities or for a certain type of sport. In this session well-known athletes will share their experience and the key advantages of this kind of promotion from the side of the destination will be discussed.

Keynote and moderator: Mr. Douglas Pate, CEA - Andorran Business Confederation, Andorra. 

16:00 – 17:45 Session 6:
Hiking: Re-invention of Hiking: An indispensable activity for mountain tourism
 

Hiking is one of the leisure activities with the longest history in mountain terrain. Nonetheless it had been had been labelled as boring and old-fashioned and lost its attraction among the younger generation. The new boom of outdoor and nature-related hobbies has led to a re-launch of hiking which now attracts new hiking enthusiast. This session longs to provide reasons for the recent development and tries to show future implications for mountain destinations.

Keynote and moderator: Ms. Cathy O’Dowd, mountaineer and writer, South Africa.

Presentations and interactive panel discussion:

17:45 – 18:00h

Presentation of a Global Initiative: The “Mountain Partnership” at FAO (United Nations Food and Agriculture Organization)

 
  • Ms. Mia Rowan, Communication and Advocacy Specialist, Mountain Partnership Secretariat, FAO. Italy.
18:00 – 18:15 Coffee Break
18:15 – 19:00 Technical conclusions, closing remarks and closing ceremony
 

Technical Conclusions:

Closing ceremony

  • Hon. Mr. Josep Miquel Vila, Mayor of Sant Julià de Lorià - Andorra
  • Hon. Ms. Trini Marín, Mayor of Escaldes Engordany - Andorra
  • Mr. Márcio Favilla, UNWTO Executive Director for Operational Programmes and Institutional Relations
  • H.E. Mr. Francesc Camp, Minister of Tourism and Trade of the Principality of Andorra
19:00 – 22:00 Farewell Cocktail

Download the program of days 2 and 3 in pdf format

04 March, 2016

Technical Visit – ENJOY ANDORRA!
Program and registration: https://goo.gl/35ln6P
Download the program of the Technical visit of day 4 in pdf format

 

Organized by

Sant julià de LòriaGovern d'AndorraUNWTOAndorra Turisme

Sponsors

Andorra TurismeComú de CanilloComú d'EncampComú d'OrdinoComú d'Andorra la VellaComú de Sant Julià d eLòriaComú d'Escaldes-Engordany

Silver Sponsor

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