Workshop 'Towards Joint Promotion of Europe as a Tourist Destination'

ITB Berlin, Germany

  • Date04.03.2015
  • Time15:00-18:30
  • Location of VenueBerlin, Germany
  • VenueITB CityCube Berlin, Room M1


  • Peter DE WILDE

    President, European Travel Commission

  • Pedro ORTUN

    Director Service Industries, European Commission DG GROWTH

  • Nikolina ANGELKOVA

    Minister of Tourism of the Republic of Bulgaria

  • Ana-Claudia TAPARDEL

    Member of the European Parliament

  • Martina GROENEGRES

    Director, Deutsche Lufthansa AG


    CEO, European Tourism Association (ETOA)

  • Malcolm SMITH

    Vice President of Business Development & General Manager, IPW, U.S. Travel Association

  • Jayson WESTBURY

    CEO, Australian Federation of Travel Agents (AFTA)

  • Anne Madison

    Chief Communications Officer, Brand USA

  • Peter F. KELLER

    University of Lausanne, Board of Directors Switzerland Tourism

Useful information

The high-level discussions on the occasion of the European Tourism Forum and European Tourism Day 2014 highlighted that it is crucial that European tourism organizations at all levels continue to strengthen their collaboration under the umbrella of a common European approach and positioning. This would be best done through a joint initiative of public-private promotion of Europe as a tourist destination.

The workshop on the margin of the ITB fair gathered together leading public and private tourism stakeholders to discuss about a possible roadmap for the joint public-private promotion of Europe as a tourist destination.

A panel of high-level representatives of successful public-private partnerships promoting internationally major tourist destinations shared their experiences and presented their achievements: Ana-Claudia TAPARDEL, Member European Parliament Malcolm SMITH, U.S. Travel Association Peter F. KELLER, Switzerland Tourism Tom JENKINS, ETOA Christina RUSSE, ECTAA Anne MADDISON, Brand USA Jayson WESTBURY, AFTA Christian DELOM, Atout France
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