Sustainability Transformations in Tourism & Leisure
Program
Keynote Speakers
Industry Workshops
Industry Workshop 1 – Measuring resident benefits: Exploration of indicators and methodologies
Industry Workshop 2 – Human capital: Opportunity or biggest challenge?
Industry Workshop 4 – Influence your stakeholders with Behavioral Design
Industry Workshop 6 – AI-powered recommenders as a cure for overtourism?
Industry Workshop 7 – City marketing; the strategy behind offline and online platforms
Sustainability Transformations in Tourism & Leisure
Mark your calendars for Wednesday, June 26th, as Breda becomes the epicentre of innovation. Two prestigious international conferences in tourism, leisure and hospitality are joining forces to host a ground-breaking Industry Day. The ultimate change to deepen your knowledge on the sustainable transformation of your business model. Meet more than 200 international scientists, listen to two interesting keynotes, participate in one of seven workshops and join the discussion during the closing panel. All at the inspiring campus of the Breda University of Applied Sciences.
The focal point of this day is to bring together industry, education and academics in tourism, leisure and hospitality. On this day, you will receive state-of-the-art inspiration from speakers and panellists from the sector, sharing their vision, insights and best practices. Be inspired by their stories and learn why their pioneering knowledge is reshaping the industry landscape.
The Industry Day Sustainable Transformations in Tourism & Leisure is an initiative of the Association for Tourism and Leisure Education and Research (ATLAS) and the Consumer Behaviour in Tourism Symposium (CBTS) and is powered by the Centre of Expertise Leisure, Tourism & Hospitality (CELTH).
Securing your spot at this exhilarating event requires an investment of 250 euros. However, as a valued associate of CELTH, you can participate for a reduced fee of 100 euros. Registration is easy via this link. For comprehensive details and the complete program, please visit the ATLAS website.
Program
9.00 Registration with coffee
9.30 Opening
9.45 Keynote presentation Frank Radstake ANVR
10.15 Keynote presentation Jos Vranken NBTC
10.45 Q&A
11.00 Coffee break
11.30 Industry workshop sessions
13.00 Lunch
14.00 Panel discussion, feedback from the Industry Workshop Sessions
15.00 Farewell / network drinks
Keynote Speakers
Frank Radstake
Frank Radstake works at the ANVR, the Dutch trade association of tour operators and travel agents. Within the organization he is responsible for, among other things, legal and consumer affairs, social policy, innovation and sustainability. He is currently working with CELTH and BUAS on a concrete action plan for the travel sector, in order to fulfill the far-reaching ambitions in the field of sustainability that the ANVR and the travel industry have. Radstake lives with his children in the center of the Netherlands. He really loves to come to Brabant, the Southern Dutch province, to visit BUAS in Breda or even better the Philips Stadium in Eindhoven, the home base of his favourite football team PSV.
On our way to a future-proof travel industry!
A traditional sector in transition: how can a sector organization help their members in a highly competitive and international environment achieve collective sustainability goals?
Jos Vranken
Jos is the Managing Director of NBTC (Nederlands Bureau voor Toerisme & Congressen), in the Netherlands, holding the overall responsibility for the national destination management organisation. In this role, he oversees the development, branding, and marketing of the Destination ‘Netherlands’ in 7 (inter)national core markets. In addition to his executive responsibilities, he contributes to the academic community as a guest lecturer and public speaker.
Transition in progress…
Jos Vranken will elaborate on the sustainable development of destination Netherlands. It’s a transition in progress, that started with the cocreation and publication of the vision and ambition ‘Perspective 2030’ (2018) and is now changing the way cities, regions and other stakeholders approach travel and tourism differently than before, along the lines of the widely adopted ‘destination management’ philosophy.
Panel Discussion
In this panel discussion, we will dive into the challenges of sustainability transformations in tourism and leisure, and discuss topics such as who should take the lead in the transition towards a more sustainable future (role of consumers, governments, companies); how to achieve stronger tourism & leisure ecosystems; how to come to a fair (economic) distribution of the benefits as well as the downsides of tourism (i.e., local communities, small entrepreneurs). A first panel will look at these issues from a Destinations perspective, followed by a second panel that will consider the Travel Industry perspective.
14:00 – 14:30 Destinations perspective
- Jos Vranken, director Netherlands Bureau for Tourism & Congresses
- Jeroen Klijs, CELTH / Breda University; professor of Societal Impacts of Tourism
- Ionna Farsari, Associate professor in Tourism Studies at Dalarna University Sweden
14:30 – 15:00 Travel Industry perspective
- Floor Bregman, sustainability manager of tour operator Corendon
- Frank Radstake, director of Dutch Association of Travel Agents and Tour Operators (ANVR)
- Ko Koens, professor of New Urban Tourism; CELTH / InHolland University of Applied Sciences
- Jim Butcher, senior researcher in political and cultural issues of mass tourism, Canterbury Christ Church University (UK)
Industry Workshops
This day is powered by CELTH (Dutch National Centre of Expertise in Leisure, Tourism and Hospitality). The Industry Workshops are organised by CELTH in cooperation with ANVR, NBTC, PvkO and many others.
Several interesting workshops with state of the art topics are programmed. You can find these below.
Industry Workshop 1
Measuring resident benefits: Exploration of indicators and methodologies
90 minutes
Workshop organisers:
Jeroen Klijs – Breda University of Applied Sciences, the Netherlands
Elisa van den Heuvel – Breda University of Applied Sciences, the Netherlands
Simon Witt – HZ University of Applied Sciences, the Netherlands
Panel
Hildegard Assies – Breda Marketing, the Netherlands
Thijs de Groot – NBTC, the Netherlands
Bart Neuts – KU Leuven, Belgium
Karoline Wiegerink – Hotelschool The Hague, the Netherlands
The theme of this workshop is resident benefits and is linked to the CELTH project “measuring resident benefits: exploration of indicators and methodologies”, developed in correspondence with Perspective Destination Netherlands 2030 (NBTC, 2019) and the advice for desirable tourism by the Council for the Environment and Infrastructure (2020). To develop sustainable tourism, it is necessary to pay attention to one specific target group: the local residents. This is because, on the one hand, tourism can have an important influence on the daily lives of residents while, on the other hand, residents play an important role in welcoming visitors. In this regard, a shift from managing and mitigating tourism impacts to maximizing perceived resident benefits is central in this approach.
During the workshop we will provide insights into the definition and framework of resident benefits, elaborate on its relevancy and need, hold a panel discussion with participants from the academic and professional field and provide possibilities to the audience to interactively engage in the discussion.
The objective of this workshop is to discuss conceptual and practical insights on how to:
• Measure the benefits of tourism for residents
• Make residents aware of these benefits
• Develop interventions to improve the benefits
Industry Workshop 2
Human capital: Opportunity or biggest challenge?
2*45 minutes
Workshop organisers:
Lobke Elbers – Breda University of Applied Sciences, the Netherlands
Simone Romijn – HZ University of Applied Sciences, the Netherlands
Let’s explore human capital and its impact on the tourism, leisure and hospitality landscape. This workshop is designed to keep you up-to-date with the latest insights of the most in demand competencies and provide practical insights to enhance your knowledge on human capital. In this 1,5 hour workshop, you’ll delve into the 4 elements of employment in tourism, leisure and hospitality; attracting & retaining talent, current skills gaps and future skills needs. Learn from how to create an outstanding culture where people genuinely want to work and understand the critical components of employee experience and apply them effectively. We explore the intersection of business, education, and a successful HR strategy.
Industry Workshop 3
From Vision to Strategy: Operationalizing the Sustainability Vision of the Dutch Outbound Travel Industry
2*45 minutes
Workshop Organiser:
Ko Koens – Inholland University of Applied Sciences, the Netherlands
The ANVR has developed a sustainability vision for the Dutch Outbound Travel Industry. To operationalize this, six workshops have been conducted, using a backcasting methodology to outline necessary steps. While work is ongoing towards a comprehensive strategy, this workshop is an opportunity to reflect on current perspectives and suggest alternative ways to achieve the targets set in the vision. Can you contribute valuable ideas? Join us to help refine the approach and help shape a sustainable future for travel.
Industry Workshop 4
Influence your stakeholders with Behavioral Design
2*45 minutes
Workshop Organisers:
Peter Verheijde – CX Unraveled, the Netherlands
Thirza Schaap – CX Unraveled, the Netherlands
Discover the power of behavioral design in our workshop: “Influence your stakeholders with behavioral design.” Learn what behavioral design means in this interactive session. Increase your insight into human behavior. Map the forces that influence the behavior of your stakeholders with a practical template. Apply this knowledge and create effective strategies to achieve your desired results. A practical workshop to improve your skills and increase your impact on stakeholders, being it an important decision maker or your target customer. Do you want to learn what you need to do to get your key stakeholders to say YES to your initiatives and show a more sustainable behavior? Then this workshop is for you! Prepare for a fascinating experience full of insights and immediately applicable techniques.
Industry Workshop 5
Combining business experience with research insights: paving the way for sustainable tourism in co-creation with consumers
2*45 minutes
Workshop Organisers:
Stefan Schaap – Kyden, the Netherlands
Chris Barhorst – Kyden, the Netherlands
Floor Bregman – Corendon, the Netherlands
Consumers increasingly expect organizations to take responsibility. How can the tourism, leisure & hospitality industry create sustainable value together with their customers, while addressing current societal challenges?
Many organisations struggle with the dilemma to become more sustainable and at the same time gain customer and organisational value. We believe these goals can be achieved in coherence. This requires rethinking your purpose and adapting how you deliver value to customers, with the goal of creating value for both society and the world around us. As complicated as the change is, it is ultimately about people. We believe in sustainable business models, products and services that inspire, engage and support people to change their behaviour for the better.
In this interactive session, we will inspire you with the models and tools we use for companies to create Sustainable Customer Value. Together with Corendon, we explore new ways for organisations to contribute to more sustainable travel and tourism.
Industry Workshop 6
AI-powered recommenders as a cure for overtourism?
2*45 minutes
Workshop Organisers:
Ondrej Mitas – Breda University of Applied Sciences, the Netherlands
Rajneesh Badal – Travel With Zoey
Jelena Farkic – Breda University of Applied Sciences, the Netherlands
Tourists tend to concentrate in a few famous hotspots, which may lead to congestion and other issues. These places experience “overtourism,” while many more attractions would love to have more visitors. Why? In an experiment at campsites in the Vechtdal of Overijssel, Ondrej Mitas (Breda University A.S.) and Rajneesh Badal (Travel With Zoey, CEO) tested the assumption that it is because of the information tourists receive. By manipulating information channels including passive apps and AI-powered recommenders, we demonstrated that tourists are basically willing to go wherever the information sends them. A fireside chat will be hosted in which the workshop participants have the opportunity to discuss these interesting findings with Rajneesh and Ondrej.
Industry Workshop 7
City marketing; the strategy behind offline and online platforms
2*45 minutes
Workshop Organiser:
Joyce Wijnen – Brand Marketing Manager at Breda Marketing
Breda Marketing, is the official city marketing organization of Breda. We work together with the city to make Breda even more liveable and attractive for visitors, residents, companies and students. In 2024, Breda Marketing opened the new ‘Explore Breda Store’ and launched a new digital platform. With this development, a big step has been taken to better serve the ‘Creative City Lover’ offline and online. During the workshop, we will dive into the development of Explore Breda; the strategy behind and steps taken to bring the Explore Breda experience to life.
Panel Discussion
In this panel discussion, we will dive into the challenges of sustainability transformations in tourism and leisure, and discuss topics such as who should take the lead in the transition towards a more sustainable future (role of consumers, governments, companies); how to achieve stronger tourism & leisure ecosystems; how to come to a fair (economic) distribution of the benefits as well as the downsides of tourism (i.e., local communities, small entrepreneurs). A first panel will look at these issues from a Destinations perspective, followed by a second panel that will consider the Travel Industry perspective.
14:00 – 14:30 Destinations perspective – panel members
- Jos Vranken, director Netherlands Bureau for Tourism & Congresses
- Jeroen Klijs, CELTH / Breda University; professor of Societal Impacts of Tourism
- Ionna Farsari, Associate professor in Tourism Studies at Dalarna University Sweden
14:30 – 15:00 Travel Industry perspective – panel members
- Floor Bregman, sustainability manager of tour operator Corendon
- Frank Radstake, director of Dutch Association of Travel Agents and Tour Operators (ANVR)
- Ko Koens, professor of New Urban Tourism; CELTH / InHolland University of Applied Sciences
- Jim Butcher, senior researcher in political and cultural issues of mass tourism, Canterbury Christ Church University (UK).
Participation fee
Fee Industry Day EURO 250
Special Fee Industry Day EURO 100*
* Special Fee for contacts of CELTH, PVKO, ANVR, NBTC, Breda Marketing, BUAS Alumni.
Included in the fee are conference materials, network lunch, coffee breaks and end-of-the-day drinks.
Cancellation Policy
If written cancellation is received before June 1st 2024 a refund of all meeting fees will be made, minus an administration fee of € 50. No refund will be possible after June 1st 2024, but substitute delegates can be nominated.
Location
Breda University of Applied Sciences
Mgr. Hopmansstraat 2
4817 JS Breda
The Netherlands
+31-76-533 22 03
https://www.buas.nl/en/contact-and-locations
More Information
The Industry Day is part of two international conferences being organised at BUAS in the week of 24 – 28 June 2024:
CBTS 2024
Transforming Tourism Through More Sustainable Consumer Behaviour
Breda, Netherlands
23-26 June 2024
Leisure & Tourism 2030: Navigating the Future
Breda, Netherlands
June 25-28, 2024
Registration
- Contact
- Please contact: admin@atlas-euro.org
- Registration
- Submit this form to register for the conference