Third Tourism Conference in Lviv “Win with the Lion”
Programme
24 - 25 November 2011

Leopolis Hall
TM "Opera Passage" - 4th floor
Lviv, Svobody Ave., 27


HOW TO CATCH TRENDS AND TRAVELLERS
Involve. Enhance. Present. Effect

Thursday 24.11.2011

9:00 - 9:50             Registration
10:00 – 12:00        Introduction and Opening
                              Andriy Sadovyy,
Lviv City Mayor
                              Dr John Heeley
, Director of Best Destination Marketing,
                              writer, teacher and consultant specialising in city marketing,
                              Interim Chief Executive Officer of European Cities Marketing
                              Sheffield, England.
Session: “Power in Unity”: City Tourism Partnerships (Part I)
(It's about involving partners to common success):
- Analysis of key drivers for change;
- New trends - new forms of partnerships;
- Public-private partnership in city tourism;
- Implications for  destination tourism management;
- Setting up and leading City Marketing Organization (planning operations, financial schemes, structure, etc.).
10:30 - 10:50         John Heeley: Public-private partnership and how this facilitates 
more finance as well as better operations
Presentation is dedicated to the topic of creating Destination 
Management Organizations and will give an advice on how to set and 
to lead this kind of organizations, how to plan financing and 
operations within DMO.
10:50 - 11:10        Markian Malskyy: Ukrainian experience in private-public partnership:
lessons and perspectives
The presentation deals with the lessons from the past in search and choice of the private partner for carrying out joint projects, as well as perspectives of the public-private partnership development together with other forms of cooperation between those two sectors in Ukraine.
11:10 - 11:40         Hans-Ulrich Trosien: Creation of regional networks as guarantee of 
success story: East German Tourism
Partnership “recipes”: thematic weeks of regional cuisine in 
restaurants, close links between arts (theater) and restaurants, lessons for 
restaurant staff, held by museum specialists, air shuttle to Baltic Sea 
destinations, jointly organized by hotels and transport business, special 
tourist products for handicapped people, and others.
11:40 – 12:00        Q&A Session, Discussion
12:00 – 12:30        Coffee-break, networking 
12:30 – 12:50        Press-conference
13:00 – 14:00        Lunch
14:00 – 16:00        Session: “Power in Unity”: City tourism partnerships (Part II):
- How destinations change their strategies according to the world tourism trends;
- New partnership models in city tourism development;
- Inter-city tourism partnerships.
14:00 – 14:20       Jerzy Gajewski: Discovery of Cracow:  traditional and new 
tourist products 
How do the cities change their tourism strategy according to new 
customer needs and behaviour.
14:20 – 14:40        Katrin Heintschel: City tourism in the Urban Age
The presentation examines the impact of the 'Urban Age' on the dynamics of city tourism and it will give an insight on how Vienna became talk of town with innovative marketing strategies.
14:40 – 15:30        Ruslan Ashymkanov: Place marketing
Speaker will provide with examples of marketing “wars” of cities 
and regions in Europe and Asia. How should marketing 
strategy be planned according to the world tourism trends. 
15:30  - 16:00        Q&A Session, Discussion
16:00 – 16:30        Coffee-break, networking
16:30 – 18:00        Session: “Twist and shout!”. Events driving to success
(It's about enhancing tourism destination by presenting outstanding events): 
- Effect of big events on city tourism development (EURO-2012);
- Economic impact of European Football Championship (Austria and Switzerland);
- The role of tourism, events, theme sites and attractions in the city economy;
- Specialized events as a tool for city marketing.
16:30 - 16:50         Oleh Zasadnyy: EURO 2012: Step Forward 
Presentation about the role of European Championship 2012 in city 
development in general and in tourism. Defining tourism development 
perspectives in Lviv after hosting the Championship.
16:50 – 17:10        Andreas Zins: Economic and Social Impact of EURO 2008: 
Experiences from Austria and Switzerland
The presentation summarizes various studies on the EURO 2008 event – 
before and after - on economic and social impacts of this event.
17:10 – 17:30        Andriy Sydor: Festivals as powerful marketing tool 
City Promotion. Partnership. Reaching the markets.
17:30 – 18:00        Q&A Session, Discussion
19:00                     Gala-Opening & Standing reception


Friday 25.11.2011
9:00 - 9:50             Registration
10:00 – 13:00        Session: “Hold them tight!”: Emotions & Expectations
(it's about presenting your destination to fulfill unspoken wishes):
- Defining key markets in modern competitive environment;
- Analysis of the trends in tourism based on changes in lifestyles and consumption patterns;
- Reaching modern travellers: defining the trends and finding innovative tools and channels.
10:00 – 10:25        Gabriela Schweinberger: Listen to your customers and learn – why 
empathy is more important than know how! 
10:25 – 10:50        Katrin Heintschel: Marketing Approaches and New Trends: Vienna Style
Vienna marketing strategy (target groups, key markets), practical examples of marketing approaches in markets, the partners of each marketing activities.
10:50 – 11:10       Q&A Session, Discussion
11.10 – 11.40       Coffee-break, networking
11:40 – 12:10       Christian Gessl: Destination Card Systems
Improving performance with destination card systems. Destination cards give the customer a feeling of all-inclusive holiday.
12:10 – 12:40        Nick Greenfield: How Europe Can Remain the World’s no. 1 
Tourism Destination in the 21st Century
Worldwide trends for tourism in Europe. The challenges and barriers for new 
markets.
12:40 13:00        Q&A Session, Discussion
13:00 – 14:00        Lunch with the speaker (Restaurant La Piazza)


Parallel Session #1 (Leopolis Hall, TM "Opera Passage" - 4th floor, Lviv, Svobody Ave., 27)

14:00 – 16:00        Session: "Going strong": creating unforgettable experience 
(It's about effecting with the food, accommodation, attractions unbelievably):
- Discussing the trends having a direct impact on tourism operations;
- Quality Assurance (city standard development);
- Lifestyle business: “delicious” tourism;
- Special interest tourism
14:00 – 14:20       Udo Heine: Running a Successful Hotel
High-quality service as a key component of positive tourist experience in 
the city.
14:20 – 14:50       Susanne Höller: “Graz – Austria‘s Capital of Culinary Delights”
The speaker will share with us success story of planning and cooperation 
in frames of one big project, aimed at specific tourism market.
14:50 – 15:10        Olga Tikhonova: Gastronomy - Lifestyle Business
The speaker will share the secrets of successful food 
tours and cooking classes. Istanbul case.
15:10 – 15:30        Q&A Session, Discussion
15:30 – 16:00        Coffee-break, networking
16:00 – 18:00        Brain-storming and discussion “City marketing – fantasy without limits”
involving business representatives, tourism experts from 
Ukraine and abroad, local decision-makers. 


Parallel Session #2 (Tourist Information Centre, Rynok Sq., 1)

14:00 - 17:30        Session: Tourist Information Centres: general idea, functions, 
partners led by Director of Customer Services at visitBerlin - Gabriela Schweinberger, Director of “Lviv Centre for Tourism Development” – Nadiya Radionenko, and Director of Lviv Tourist Information Centre - Olena Holysheva.
Topics covered during the session:
- General overview of tourist information centre: private vs. municipal, types of its financing, etc.
- Key components of municipal tourist information centre (staff, printed materials, research and statistics, practical issues and comments)
- Innovative tools in tourist information centres’ work, new technologies
- On-line presence of TIC: web-site and its updates, social networks, other tools
- Involvement of volunteers in the work of Tourist Information Centres
18:00        Closing Ceremony

"TripAdvisor, and I personally, are very happy to participate in this event. The Ukraine market is becoming more and more important and we are very happy to share experiences and thoughts with the audience and are looking forward to doing more business with our existing partners and new partners"
Thomas Bangert, Director Display EU, TripAdvisor
"It’s a great opportunity to meet with professionals of the tourism and hotel industry, provide them with a better understanding of Booking.com vision and probably help to find something new and valuable for our common business."
Ekaterina Volkova, Director of Booking.com Office in Ukraine

“The Forum is first of all and most importantly about generating debate within Ukraine and within the city. Because until that debate happens at local level, no country, no destination, no city can actually really compete on the international market.”

Paul Kennedy, Director and Owner of Kennedy Integrated Solutions

“Для меня как организатора событий важно встретить коллег и пообщаться с коллегами из соседних областей: из области туризма, из области отелей и ресторанов. Это также чудесная возможность найти точки соприкосновения, где мы можем помочь друг другу.”

Тимур Мазур, керуючий партнер Агентства 42

“Через обговорення і зустрічі в рамках Форуму ми краще розуміємо, які ще потрібно заходи і пріоритети визначити, для того щоб ми дійсно спромоглися реалізувати комплексну стратегію розвитку міста і робити місто комфортним, привабливим для мешканців і для бізнесу.”

Сергій Кіраль, Львівська міська рада
“The Win with the Lion conference in Lviv is a very professionally organised congress which provides very useful and practical up-to-date information to its participants. I especially like the wide range of tourism related topics covered during its meetings, which give a good overview of the hottest topics in tourism today.”
Gabriela Schweinberger, international business coach and consultant, Berlin, Germany
“Win with the Lion is an event that everyone, even the most experienced travel professional, can learn from. It’s a great opportunity to hear experiences, share ideas and make connections. And the fact that it’s held in a gem of a city like Lviv just makes it even more appealing.”
Nick Greenfield, European Tour Operators Association, London, Great Britain
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