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Krakow, Poland, 27-28 April 2017
Venue: ICE Krakow Congress Centre

Day 1: Thursday 27 April
13:30-14:30Buffet lunch
14:30-15:00Opening ceremony

- Representative of the Regional Government of Krakow
- Representative of the Government of Poland
- Mr. Zoltán Somogyi, Executive Director, UNWTO
- H.E. Ms. Elżbieta Bieńkowska Commissioner for Internal Market, Industry, Entrepreneurship and SMEs, European Commission (video message)
15:00-15:30Keynote speech by Mr. Pascal Lamy, Chair of the World Committee on Tourism Ethics
16:00-16:30Coffee break
16:30-18:00SESSION 1:
Tourism governance as a driver of the sustainability agenda
This session will explore policy frameworks and models of governance that can efficiently guide all tourism stakeholders in putting into practice a sustainable, responsible and ethical development of the sector. Examples of policies implemented at international, national, regional and local level shall illustrate how public-private partnerships which take into account the voices of the civil society can contribute to more accountable institutions and yield concrete results on the ground. This session will clearly demonstrate that a solid regulatory framework alone is not sufficient to push for the global sustainability agenda if the society at large does not take the ownership of the entire process.

Moderator: Ms. Ólöf Ýrr Atladóttir, Vice-President of the European Travel Commission (ETC) and CEO of the Icelandic Tourism Board

Invited speakers:
- H.E. Ms Elena Kountoura, Minister of Tourism, Greece
- H.E. Ms. Karla Šlechtová, Minister of Regional Development, Czech Republic
- H.E. Mr. Evaldas Gustas, former Minister of Economy of Lithuania
- Ms. Sandra Howard, Vice-Minister of Tourism, Colombia
- Mr. Bogdan Tomoioaga, State Secretary, Ministry of Tourism, Romania
- Mr. Xavier Font, Professor of Sustainability Marketing, MSc, PhD, University of Surrey
- Ms. Marion Weber, Head of Tourism Policy Division, Federal Ministry of Economic Affairs and Energy, Germany


Welcome Reception at the Sukiennice National Gallery
Day 2: Friday 28 April
09:30-11:00SESSION 2:
The imperative of advancing Tourism for All
This session will address the importance of facilitating Tourism for All so as to enable all people, whatever their abilities or socio-economic circumstances may be, to experience travel and tourism. The initiatives to be showcased will illustrate how Tourism for All, besides being an issue of human rights and equality, also entails major economic opportunities for tourism destinations. Inclusive tourism environments, products and services that cater for a wide spectrum of customers’ needs attract more people with disabilities, families with children or the ageing population on the rise. Similarly, an inclusive and diverse work place can make tourism businesses more innovative, and therefore more competitive, by bringing in new perspectives of the market trends emerging within our societies.

Moderator: Ms. Marina Diotallevi, Head, Ethics and Social Responsibility Programme, UNWTO

Invited speakers:
- Mr. Ivor Ambrose, Managing Director, European Network for Accessible Tourism (ENAT)
- Mr. Marco Pizzio, Coordinator, Europe Without Barriers (EWB) & Head, Social & Accessible Tourism, Italian Association of Multiple Sclerosis (AISM)
- Mr. Magnus Berglund, Accessibility Director for Scandic Hotels, Sweden
- Mr. Lee McRonald, International Partnerships Manager, VisitScotland
- Mr. Francisco Madelino, President, INATEL Foundation, Portugal

11:00-11:30Coffee break
11:30-13:00SESSION 3:
Key challenges in managing destinations’ natural and cultural assets
The aim of this session is to discuss innovative and multi-stakeholder management models that enable destinations to preserve their natural and cultural resources for future generations, while boosting their economic potential and ensuring a quality visitor experience. The challenges to be addressed here within will range from issues such as climate change, biodiversity, renewable energies and energy efficiency, as well as socio-cultural changes brought about by tourism, to maintaining authenticity and managing overcrowding. While this panel will point out some potential negative impacts of tourism if managed unsustainably and without adequate planning, it will certainly illustrate its contribution to preserving natural and cultural resources and safeguarding our common heritage.

Moderator: Mr. Dawid Lasek, Undersecretary of State, Ministry of Sport and Tourism of Poland

Invited speakers:
- H.E. Mr. Tshekedi Khama, Minister for Environment, Wildlife and Tourism, Botswana
- Ms. Helga Bauer, Member of Board of Administration, European Destinations of Excellence Network (EDEN)
- Mr. Björn Jonzon, Managing Director, Stora Brännbo Conference & Hotel - Sigtuna, Sweden
- Mr. Peter DeBrine, Senior Project Officer, Sustainable Tourism, UNESCO World Heritage Centre
- Mr. Amitava Bhattacharya, Founder and Director, Social Enterprise, India
- Representative of the City of Lodz, Poland

13:00-14:30Lunch break
14:30-16:00SESSION 4:
Companies as champions of a responsible tourism supply chain
This session will feature successful stories of Corporate Social Responsibility (CSR) championed by the tourism industry, especially those which contribute to a sustainable and responsible supply chain throughout the sector. The panel will also highlight the linkages between ethical business practices with innovation, competiveness and the overall service quality. In addition, it will explore how the ever-growing new business models and start-ups can act as society leaders in advocating human rights, community wellbeing and environmental protection. The session will lastly demonstrate how the enterprises can do their bit in raising the awareness among their customers on responsible consumption habits and informed decision-making in travel and tourism.

Moderator: Mr. Pedro Ortun, Principal Adviser, Directorate General for Internal Market, Industry, Entrepreneurship and SMEs, European Commission

Invited speakers:
- Mr. Gilles Clavier, CEO, Orbis S.A Hotels
- Ms. Marta Martín Martín, VP Internal Communications & Corporate Responsibility, NH Hotel Group
- Ms. Helena Egan, Global Director, Industry Relations, TripAdvisor
- Mr. Mike Brauner, Senior Manager for Sustainability, TUI Group
- Ms. Agnes Weil, Director of Sustainability and Philanthropy, ClubMed
- Ms. Angelica Mkok, Head of Social Responsibility, Amadeus IT Group

16:00-16:15Coffee break
16:15-16:30Signing Ceremony of the Private Sector Commitment to the UNWTO Global Code of Ethics for Tourism

Introductory remarks by Mr. Taleb Rifai, Secretary-General, UNWTO
Signing ceremony by a group of companies and trade associations which have in place sound CSR policies and strategies with regards to their day-to-day business operations. The signatories commit to observe the Code of Ethics, promote its principles among their partners, providers, staff and clients, and also to report to the World Committee on Tourism Ethics on concrete actions they are undertaking.
16:30-16:45Conclusions of the 3rd International Congress on Ethics and Tourism
16:45-17:30Closing remarks

- Representative of the Regional Government of Krakow
- Representative of the Ministry of Sports and Tourism, Government of Poland
- Mr. Pedro Ortun, Principal Adviser, Directorate General for Internal Market, Industry, Entrepreneurship and SMEs, European Commission
- Mr. Taleb Rifai, Secretary-General, UNWTO
Day 3: Saturday 29 April
09:00-13:00OPTION 1: Half day tour of Krakow (4 hours)
09:00-17:00OPTION 2: Full day tour outside Krakow (8 hours)
last update: 24 March 2017



A welcome reception offered by the Mayor of Krakow will be held at the Sukiennice National Gallery on 27 April at 20:00.
address: The Cloth Hall, Rynek Główny 3, Main Market Square

Sukiennice Gallery website:

Registration for the reception will be required before Saturday 15 April 2017 through the online participation form.

29 April 2017
Half day tour of Krakow (4 hours)
Max. 50 participants
Departure will take place from the official hotels of the Congress

The schedule of the guided tour of the Old Town includes:
the Wawel Hill, the Royal Route, the University Area with Collegium Maius, the Market Square with the Cloth Hall and the St. Mary’s Church.

During the tour we will present a route that encompasses 3D models of the most important historical buildings made for visually impaired people. There is also a visit to the St. Mary’s Church connected with the renovation and research programme of the Veit Stoss’ altar. At the end we will see the Stained Glass Museum as an example of the local craftmanship present in Kraków since the 19th century.

29 April 2017
Full day tour outside Krakow (8 hours)
Max. 50 participants
Departure will take place from the official hotels of the Congress

The tour includes:

  • transfers there and back from the Congress hotels (Q Hotel Plus, Park in Raddisson, Ibis Kraków Centrum, Novotel Kraków)
  • at least 2 attractions to see
  • a three dish meal
  • assistance of a tour guide

Registration for the tours is required.

Sukiennice National Gallery

The Cloth Hall, Rynek Główny 3, Main Market Square

ICE Congress Centre

ul. Marii Konopnickiej 17
31-358 Kraków


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