Susanne Höller

Head of Marketing and Sales
Graz Tourismus & Stadtmarketing Gmbh


Before joining Graz Tourismus in 1993 Susanne was attending the  tourism college in Bad Gleichenberg. After the graduation there, she spent almost a year in Australia as a hotel trainee in a 4* hotel in Cairns/QLD. Susanne continued working in the hotel business after the return back to Austria at the former Penta Hotel Vienna (now Imperial Riding School Hotel) at the Front Office. Next stop was the Schlossberghotel in Graz (Front Office) and since 1993 she works in Graz Tourismus. Here she is responsible for the tourism industry and media relations for North America, Japan, China, France, Great Britain and the CEE. As of beginning for 2011 she is a Head of the department “Marketing and Sales”.

The main targets for Graz are to promote the city based upon three pillars: Graz as a cultural destination, a culinary destination and Graz as a city for congresses and conventions. In these three fields they do show high competence as the city was named “European Cultural Capital 2003”, it is “Austria’s Capital of Culinary Delights” and Graz is number two in Austria (after Vienna) as a congress and convention city.

Katrin Heintschel

Tourism Research
Strategic Destination Development
Vienna Tourist Board


Katrin Heintschel supports the CEO of the Vienna Tourist Board (VTB) with strategic planning for the tourism destination Vienna.

She studied business at the Vienna University of Economics and Business with a specialization in advertising and market research. After acquiring her master’s degree she became the head of the customer loyalty program for an Austrian drugstore chain company. After another two years as project leader for consumer research at GFK Austria, one of the leading market research organizations worldwide, she started dedicating herself to tourism research and joined the VTB in 2008.

In addition to her work at the VTB is chairwoman of the Benchmarking Report working group of European Cities Marketing.

Gabriela Schweinberger

Director Customer Services
Berlin Tourism Marketing GmbH

Director of Customer Services at visitBerlin since 15 years responsible for 70 staff members in 4 Tourist Information Offices  and a Call Centre.

Gabriela is in charge of strategy, quality management, team-building and human resources development in customer services.

Plans to quit her job to work as a business and personal coach in the future.

Dr. John Heeley

Director of Best Destination Marketing, writer, teacher and consultant specializing in city marketing
Interim Chief Executive Officer of European Cities Marketing
Sheffield, Great Britain


After completing his doctoral study at the University of East Anglia which measured the local scale costs and benefits of tourism, John Heeley’s early career (1978-1990) was as an academic at Strathclyde University, Glasgow. There he helped pioneer tertiary-level tourism education and research, authoring over 40 articles and reports. Leaving academe in 1990, John went on to become the founder CEO of the destination marketing organisations he established for the cities of Sheffield, Coventry, Birmingham and Nottingham. He resigned from his post as Chief Executive of Experience Nottinghamshire in June 2009, setting himself up as Best Destination Marketing – the umbrella within which he now pursues his city marketing interests.

John Heeley has been actively involved in European Cities Marketing (ECM) since 2002, serving successively as board member (2005-06), Treasurer (2007-08), and Internal Management Adviser (2009). Since August 2010 he has occupied the role of the Association’s Interim Chief Executive.  In the UK, John has acted as Tourism Adviser to the Local Government Association as well as occupying board-level positions on the Tourism Society and the Leisure Studies Association.

John’s first book “Inside City Tourism: a European Perspective” came out earlier this year – and is a contemporary and authoritative text on the theory and practice of city marketing. Also this year he has authored “City branding in Western Europe” (Contemporary Tourism Reviews) and “Nineteeen years of city marketing; a view from the coalface” (Journal of Town and City Management), and has a publication pending “Public: private partnership and best practice in urban destination marketing” in the Journal of Tourism and Hospitality Research. He has recently delivered invited lectures at Caledonian University (Glasgow), Erasmus University (Rotterdam), and at the universities of Nottingham, East London, and Zagreb. Forthcoming keynote presentations include those at the Kvalitetsmassan Expo Conference and Awards in Gothenburg, Sweden and the 1st Bi-annual Forum in Destination Management to be held at the University of St Gallen, Switzerland.

John Heeley lives in Sheffield, England, with his wife Alison. Principal interests outside of work are travel, literature, hill walking and supporting Sheffield Wednesday.

Nick Greenfield

Head of Tour Operator Relations
European Tour Operators Association (ETOA)


Nick graduated in Modern Languages and European Studies from the Universities of Bath and Siena in 1995 and immediately set off on a career in travel. He worked for a year in the US in the educational market and also started guiding groups in Europe, something he still does from time to time, having now worked in over 20 countries.“To really know the travel industry, you need to experience it first-hand”, he says.

He ran the London office of the National Educational Travel Council, hiring and training guides as well as running operations and contracting. Nick had attended ETOA’s workshops and seminars as an operator for many years when he finally accepted a full-time position at the association in 2009.

In his role at ETOA, Nick deals above all with the various tour operator members of ETOA. He covers many areas: organising commercial workshops; responding to members’ queries; lobbying politicians on issues at a local, national and European level; and writing articles on travel and tourism.

Current themes and policy areas include visas, emerging markets, group tourism and guiding.
Nick lives in Highbury, London, is a passionate Arsenal supporter and speaks seven languages.

Markian Malskyy

Head of Arzinger West Ukrainian Branch Office
Lviv, Ukraine
Markian Malskyy, attorney-at-law, LL.M., specializes in providing complex legal support in investment projects as well as representing clients’ interests before judicial authorities of Ukraine and dispute settlement under the procedures of commercial and investment arbitration. He has extensive experience in the field of public-private partnership, alternative energy, agriculture, M&A and real estate transactions. Mr.Malskyy is also serving as an advisor to the governor of the Lviv oblast.

Mr. Malskyy is the author of two books, published more than 70 legal articles.

Furthermore Markian Malskyy is Head of the Lviv Division of the Ukrainian Bar Association, Deputy Chairman and Head of Legal Committee of the European Business Association (EBA) Western Ukrainian Branch in Lviv, Member of Council of Local and Foreign Investors attached to the Lviv Regional State Administration.

Dr. Andreas Zins

Professor of Tourism Management
Department of Tourism and Hospitality Management
MODUL University Vienna

Andreas Zins is a professor of Tourism Management at the Department of Hospitality and Tourism Management, MODUL University Vienna (Austria) and an associate professor at Institute for Tourism and Leisure Studies, Department of Cross-Border Business, University of Economics and Business, Vienna (Austria).

Andreas Zins has obtained a degree in International Business Administration with the focus in tourism and a doctoral degree in Social and Economic sciences with the focus in tourism and marketing at Vienna University of Economics and Business Administration. In 2000 Andreas has completed his Habilitation (Post-doctoral qualification) writing a work titled "Ein Integrationsansatz zur Produktbewertung durch Reisekonsumenten. Theoretische und empirische Belege aus der Reiseverhaltensforschung" at the same university.

Andreas has a rich academic and teaching experience. 2008 – 2010 he was a director of MODUL Research Inc, Vienna.

He was a visiting professor in University of Innsbruck (2005/06), in summer universities in Vienna (1995), Phuket (2004, 2005, 2007), Hanoi (2004, 2007), Portoroz (2009, 2010), and Opatija (2011)
During his professional career Andeas has been a member of leading tourism and marketing organisations such as Association Internationale d'Experts Scientifiques du Tourisme (AIEST), European Marketing Academy (EMAC), Travel and Tourism Research Association (TTRA), International Academy of Culture, Tourism, and Hospitality Research (President: 2008 – 2011). He has also worked as a freelance consultant at Austrian Society of Applied Research in Tourism (ASART) and Dr. Karl Auer, Unternehmensberater.

His research interests include explanatory models of travel and leisure behaviour, psychographic and behavioural customer segmentation, economic impact analysis, experiential marketing, etc.

Christian Gessl

Director Central&Eastern Europe and Baltic
Federal Economic Chamber of Austria

Christian Gessl has worked for Federal Economic Chamber of Austria since 1989.  During this 20-year period he posted in South Korea, Russian Federation, Belgium, Ukraine and Spain as Trade Commissioner, latest posting as Director of the Regional Desk of Advantage Austria in Vienna dealing with Central Europe and the Baltic States. At the current stage he is responsible for the coordination of the regional strategy, support and build up of local offices, and organisation of events.

His school education took place in Iran, Burkina Faso and Austria; afterwards he has accomplished Study of Economics at Innsbruck University.

Mr. Gessl is specialized in Establishing and Running Marketing Offices for Foreign Trade, Investment Promotion and Tourism, Tourism Consulting (Strategy Consulting, Turn-around Management, Introduction of guest card systems, Innovation Consulting, Marketing- and Promotion concepts). Furthermore, he speaks German, English, French, Spanish and Russian.

He is a member of Manager Lounge (Professional Management Networking Organisation), European Arbitration Chamber , International Trade Club (Kyiv, Ukraine) , and Commercial Counsellors Club, CdH (Vienna, Austria) 

Main Field of Interest:

Development of Alpine Tourism (summer and winter Mountain Tourism) with a strong focus on Mountain Security and Safety (Risk Prevention and Rescue Systems) and Marketing.

Hans-Ulrich Trosien


Mr. Trosien first started his education in mechanics in higher school in 1970, but switched to the restaurant business since year 1983, specializing in cooking. He has been at different positions such as bar-keeper, director of boarding house,  owner of boarding house.
Since May 2001 he has owned micro breweries with brewery restaurant.
At a current stage Mr. Trosien is responsible for press relations, print- and online at DEHOGA (Employers Associations for hotels and restaurants), where he is Leader Hotel association Schwerin. In this association has was responsible for project development in Gastronomy Bundesgartenschau 2009, Anniversary 850 years Schwerin, General orientation tourism Schwerin, General orientation urban concept Schwerin, and other projects.

He has been involved in a range of projects in 2010-2011 such as project „Caucasus“ in Georgia, giving lectures for employers and managers on hotel classification, service quality, structure and function, organised by Employers Associations for hotels and restaurants   
Mr. Trosien is a Member of Support in Deutscher Brau- und Malzmeisterbund – DBM and a member of Unternehmerverband Mecklenburg-Vorpommern

Udo Heine

Managing Director
Leoplolis Hotel
Lviv, Ukraine

Olga Tikhonova

Founder and Owner of Delicious Istanbul

Istanbul food walking tours and cooking classes


Olga Tikhonova is running food tours and cooking classes in Istanbul. She started the venture with no experience in the area only three months after she relocated to Istanbul and half a year later her tours were listed in Top10 Istanbul tours  and #1 food tour according to the independent customer reviews on TripAdvisor. When not leading tours and cooking classes in Istanbul Olga spends time on the countryside where she helps in her fiance's family business, a boutique hotel and restaurant.

Prior to this Olga has worked as a consultant at global strategy consultancy firm Monitor Group. She holds a Master degree in international business from a prestigious Scandinavian business school, NHH.

Ruslan Ashymkanov
Partner and Director of Trout&Partners
Moscow, Russia


Ruslan is a member of Russian Marketing Guild. He mainly works as Brending and Marketing Communication Consultant.
Mr. Ashymkanov is a Partner and Director of Trout&Partners, the consulting firm founded by Jack Trout, who is recognized as the world's foremost marketing strategist.
Ruslan was the author of numerous articles on topics of Marketing and Management in Russia, Kazakhstan, Ukraine, Azerbaijan, and Kyrgyzstan.
He is author and speaker of seminars related to strategy development, positioning, branding and marketing communication (Russia, Kazakhstan, Ukraine, Azerbaijan, and Kyrgyzstan).
Ruslan is a co-author of 5 product names and 4 slogans.
Mr. Ashymkanov has been working in the field of Marketing and Management since 2000.

Jerzy Gajewski
Chief Specialist
Tourism Development Section
Municipality of Krakow

Mr Jerzy Gajewski is a senior specialist at the Municipality of Krakow – Tourism Development Section, who cooperates also with the monuments’ and landscape protection services, and the Krakow’s Chamber of Tourism; lecturer at the tourism faculties of the Krakow high schools, in the years of 1973-1985 an researcher of the Institute of Tourism, member of the committees of the Polish Touring Association, author of the numerous articles in the tourist journals.

Oleh Zasadnyy

Head of the Department “EURO 2012”
Lviv City Council

Since 2008 working as a Head of EURO 2012 Department, Lviv City administration
Responsible for the establishing structure for preparation City of Lviv to the Final UEFA tournament EURO 2012 (Stadium, roads and public transport, safety and security , city marketing and promotions)
After participation in the City competitiveness development Strategy  with Monitor Group, since 2010 department include Tourism development and is responsible for tourism infrastructure development.
Accountable for the Transport strategy development project as a key stakeholder with PTV, VCDB (Germany) financed by German Ministry of Environment,  Safety on the roads (TEN-T, Twinning) financed by the EU.

Andriy Sydor

The President of the Non-Governmental Organization “Etnovyr”
Advisor to the Mayor on tourism and culture
Lviv, Ukraine

 The founder of the Dikart Event Management Company – the top-leading company in the event management in Lviv.
From 2007 till 2010 has worked as the Head of the Culture and Tourism Office in Lviv City Council. During his administration Lviv has gained the status of the Cultural Capital of Ukraine, has become the member of the European City Marketing, more than 100 festivals are being organized in Lviv, Tourist Information Center  was established.
From August 2010  - the President of the NGO “Etnovyr”, which is the founder of the conference “Win with the Lion”

Olena Holysheva

Head of the Lviv Tourist Information Center
Lviv, Ukraine


1991 – June 2007 –Founder and Director of the charity organization “Maltese Aid Service in Lviv”.
July 2007 – September 2009 – Deputy Head of the Culture and Tourism Office in Lviv City Council.
From October 2009 – Head of Lviv Tourist Information Centre.
"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