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

last update: 25 April 2017
Day 1: Thursday 27 April
13:30-14:30Buffet lunch
14:30-15:00Opening ceremony

- Mr. Jacek Majchrowski, Mayor of Krakow
- H.E. Mr. Witold Bańka, Minister of Sport and Tourism, Poland
- Mr. Taleb Rifai, Secretary-General, UNWTO
- 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
15:30-16:00Coffee break
16:00-17:30SESSION 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 Director General of the Icelandic Tourism Board

Invited speakers:
- H.E. Ms. Karla Šlechtová, Minister of Regional Development, Czech Republic
- H.E. Mr. Evaldas Gustas, former Minister of Economy of Lithuania and Special Adviser to the Secretary-General of UNWTO
- Mr. Gheorghe Bogdan Tomoioaga, State Secretary, Ministry of Tourism, Romania
- Ms. Marion Weber, Head of Tourism Policy Division, Federal Ministry of Economic Affairs and Energy, Germany
- Mr. George Tziallas, Secretary General for Tourism Policy and Development, Ministry of Tourism, Greece
- Mr. Xavier Font, Professor of Sustainability Marketing, MSc, PhD, University of Surrey


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: Mr. Rajan Datar, Broadcaster and Journalist, BBC World News

- Mr. Ivor Ambrose, Managing Director, European Network for Accessible Tourism (ENAT)
- Mr. Marco Pizzio, Project Manager, 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

- Ms. Helga Bauer, Vice-President, European Destinations of Excellence (Eden Network Association)
- 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
- Mr. Tomasz Domański, Professor of International Marketing and Distribution, PhD, University of Lodz, Poland and Representative of the City of Lodz
- Ms. Antje Monshausen, Head of Tourism Watch, Bread for the World, Germany

13:00-14:15Lunch break
14:15-16:00SESSION 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 Ortún, Principal Adviser, Directorate General for Internal Market, Industry, Entrepreneurship and SMEs, European Commission

- Mr. Ireneusz Węgłowski, Vice President of the Management Board, Orbis SA 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. Agnès Weil, Director of Sustainability and Philanthropy, ClubMed
- Ms. Angelica Mkok, Head of Social Responsibility, Amadeus IT Group

16:00-16:10Coffee break
16:10-16:20Recommendations of the World Committee on Tourism Ethics on the Responsible use of ratings and reviews on digital platforms

Launch by Mr. Pascal Lamy, Chair of the World Committee on Tourism Ethics
16:20-16:30Signing 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

Mr. Rajan Datar, Broadcaster and Journalist, BBC World News
16:45-17:30Closing remarks

- Mr. Andrzej Kulig, Deputy Mayor of Krakow
- Mr. Dawid Lasek, Undersecretary of State, Ministry of Sport and Tourism of Poland
- Mr. Pedro Ortún, Principal Adviser, Directorate General for Internal Market, Industry, Entrepreneurship and SMEs, European Commission
- Mr. Zoltán Somogyi, Executive Director, UNWTO
Day 3: Saturday 29 April
09:00-13:00OPTION 1: Technical visit of the Old Town of Krakow (4 hours)
09:00-17:00OPTION 2: Technical visit of the surroundings of Krakow (8 hours)



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.

Sukiennice National Gallery

The Cloth Hall, Rynek Główny 3, Main Market Square

ICE Congress Centre

ul. Marii Konopnickiej 17
31-358 Kraków

29 April 2017
Half day tour of Krakow (4 hours)
Max. 50 participants
Registration hase been closed.
Departure will take place from the official hotels of the Congress (Q Hotel Plus, Novotel Kraków Centrum)

The schedule of the guided tour of the Old Town includes:

  • 09:00: pickup from the hotels (Q Hotel Plus, Novotel Kraków Centrum)
  • 09:20-10:20: Sightseeing of Wawel Cathedral and Castle Courtyard
  • 10:20-11:40: Further sightseeing and passing through the streets of Wawel: Kanoniczna, Grodzka, All Saints’ Square, Franciszkanska, Bracka, Main Market Square, Sukiennice, St Mary’s Church, St. Anna’s Street, Academic District
  • 11:40-12:00: Passing through Piłsudskiego Street to approach the Stained Glass Museum
  • 12:00-13:00: Sightseeing of the Museum

29 April 2017
Full day tour outside Krakow (8 hours)
Max. 50 participants
Registration hase been closed.
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)

The schedule of the tour includes:

  • 9:00-9:30: Pickups from the hotels (Q Hotel Plus, Park Inn Radisson, Ibis Kraków Centrum, Novotel Kraków Centrum)
  • 9:30-10:30: Travel to Kalwaria Zebrzydowska (UNESCO World Heritage Site)
  • 10:40-12:00: Sightseeing of the basilica and other surrounding architecture elements
  • 13:00: Lunch composed of variety of regional dishes, with dessert, on the road to Lipnica Murowana
  • 14:00: Further travel to Lipnica Murowana, sight-seeing of st. Leonard’s church (UNESCO World Heritage Site)
  • 14:30-16:00: Workshops in traditional Easter palms making and, additionally, tasting of the regional/local delicacies
  • 16:00: Travel back to Kraków

Registration for the tours is required.

  • Lipnica Murowana - Easter palms
  • Kalwaria Zebrzydowska
  • St. Leonard's Church

Kalwaria Zebrzydowska

Lipnica Murowana – St. Leonard’s Church

Lipnica Murowana – Easter palms


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