Conference Program

KRANJ MUNICIPALITY

The Delegates Welcome will be preceeded by the launch of The Devotion Dividend, a special Green Destinations 2026 edition by Dr. Jens Thraenhart. Joined by Iyad Kayali, Dr. Thraenhart will introduce the book and its focus on building destinations around meaningful, lasting visitor relationships.

PRE-REGISTRATION REQUIRED (Pre-registration link will be sent to all participants prior to the conference)

KRANJ MUNICIPALITY

Join us on the eve of Green Destinations 2026 for the Delegates Welcome in Kranj: An opportunity to meet fellow participants and officially begin the conference.

PRE-REGISTRATION REQUIRED (Pre-registration link will be sent to all participants prior to the conference)

MAIN ROOM : GRANDIS

Join us in Kranj, Slovenia, for the official opening of Green Destinations 2026.

The session will begin with opening remarks by Albert Salman, Founder of Green Destinations and CEO of the Good Travel Institute, followed by welcome addresses from Matjaž Rakovec, Mayor of the City of Kranj; MSc Leon Korošec, State Secretary at the Ministry of the Economy, Labour and Sport; MSc Maja Pak Olaj, Director of the Slovenian Tourist Board; and Klemen Malovrh, Director of the Board for Tourism and Culture, Kranj.

The welcome addresses will be followed by a presentation on The Evolution of the Green Destinations & Good Travel Community, delivered by Patricia Marull and Patice Talaue of Green Destinations.

The session will conclude with a keynote by Assoc. Prof. Dr Maja Turnšek of the Faculty of Tourism, University of Maribor, titled What Is the Role of Green Destinations Managers in Adapting to Climate Change? Drawing on the Slovenian experience, Dr Turnšek will explore climate change projections for different types of tourism, the realities of climate change in Slovenia, progress made in adaptation to date, and the way forward for tourism destinations.

MAIN ROOM: GRANDIS 

What does climate neutrality mean in practice, and how can cities turn ambitious European goals into tangible change?

Ljubljana, Kranj and Velenje are three Slovenian cities participating in the European Mission for 100 Climate-Neutral and Smart Cities. Each has its own characteristics, challenges, and development opportunities, but they share a common goal – to achieve climate neutrality by 2030. The panel will explore their journeys from commitments to action, highlighting concrete measures in sustainable mobility, energy, urban development, citizen engagement and stakeholder cooperation. Attention will be given to sharing experiences, implementation challenges, and the question of how local solutions can inspire and serve as examples for other cities.

PANELISTS:

• Eva Romih (Kranj, Slovenia)
• Lea Korva (City of Ljubljana, Slovenia)
• Julijana Šumić (Municipality of Velenje, Slovenia)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 2

Regenerative tourism is increasingly being discussed as a way of creating positive outcomes for places and communities, but putting the concept into practice requires changes in how tourism is developed and managed. This panel examines the relationship between regenerative principles, destination management and locally led development.

Examples from France, Finland and Tanzania showcase diverse approaches to sustainable destination management. France explores how bottom-up regenerative initiatives can coexist with more traditional, top-down destination management structures. Finland highlights nature-positive tourism strategies and their benefits for people and places, illustrated through real-world destination examples. Meanwhile, Pemba in Tanzania demonstrates how destination management can connect culture and heritage with tangible benefits for local communities.

Attendees will learn how regenerative approaches differ from simply adding the word “regenerative” to existing tourism models, and how communities can shape tourism according to their own priorities. The discussion will also explore the conditions needed for regenerative initiatives to thrive, including local leadership, collaboration, appropriate destination structures and a willingness to rethink conventional tourism development.

MODERATOR & PRESENTER: Ulla-Alexandra Mattl (EURAKOM, France)

PANELISTS:

• Liisa Kokkarinen (Sustainable Travel Finland)
• Elsa Brindazur (Elsa Happy Travels, France)
• Biubwa Omar Khamis (Safari Gateway, Tanzania)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 3

How can tourism destinations protect natural assets while also creating meaningful visitor experiences and local benefits? This panel explores conservation as a component of destination strategy, focusing on the practical relationship between tourism, biodiversity, communities and environmental management.

Examples from Oman, Slovenia, Taiwan and Thailand illustrate different approaches. Oman is exploring how protected areas, cultural heritage and natural landscapes can support sustainable destination development. Radlje ob Dravi demonstrates how the development of Slovenia's first public biological swimming pool required new governance and regulatory approaches. Kranj connects tourism with the protection of the endangered proteus and groundwater. Taiwan uses citizen science and tourism partnerships to monitor coral reefs, while Koh Tao demonstrates community-led ocean regeneration involving tourism businesses, divers, government and local communities.

Attendees will learn how destinations can integrate conservation into tourism strategy, develop partnerships around environmental protection and create visitor experiences that support rather than undermine natural assets. The panel will also explore how destinations can respond when existing regulations, governance structures or tourism models are not yet adapted to new environmental challenges.

MODERATOR & PRESENTER: Dr. Ali Akaak (University of Technology and Applied Sciences, Oman)

PANELISTS:

• Tonja Rojnić (Development and Social Institute Radlje ob Dravi, Slovenia)
• Gregor Aljančič (Tular Cave Laboratory, Slovenia)
• Chia-Lin Huang (Consultant, Community-based Marine Conservation Project, Ocean Conservation Administration, Taiwan)
• Radda Larpnun (Thailand Sustainable Island Alliance, Thailand)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 4

Sustainability standards can provide a framework for action, but certification itself does not automatically change how a destination is managed. This panel explores what happens when destinations use standards as practical management tools: to coordinate stakeholders, establish priorities, measure progress and influence everyday decisions.

Examples from Trentino, Bohinj, Finland, North Macedonia and Sweden demonstrate different approaches. Trentino is using certification across 12 DMOs as a governance tool to address the balance between visitors and residents. Bohinj shows how a Slovenia Green Platinum destination translates certification into visitor management, mobility and community engagement. Finland applies certification across regional, municipal, business and individual levels, linking it to national sustainability and CO2 targets through participatory working methods. North Macedonia illustrates certification at the business level, while Falun/Dalarna shows how certification can build on existing networks and partnerships.

Attendees will learn how destinations can move from certification requirements to practical management, how standards can support coordination and measurement, and how existing local networks can strengthen implementation. The discussion will also address the challenges of maintaining momentum after certification and adapting common frameworks to different destination contexts.

MODERATOR: Noah Pircher (Green Destinations Foundation, Austria, Italy)

PANELISTS:

• Stefania Clemente (Trentino Marketing | VisitTrentino, Italy)
• Tanja Sodja (Turizem Bohinj | Julian Alps, Slovenia)
• Gunilla Tegen (Visit Dalarna and Falun, Sweden)
• Pekka J.O. Alhojärvi and Lauri Alhojärvi (Silvacultura Ltd, Finland)
• Leonora Tashkoska-Krsteska (Konak Hilltop Lodge & Villa | Destination Krusevo, North Macedonia)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

MAIN ROOM : HEROS (Room Change)

How can destinations and tourism businesses turn sustainability commitments into measurable, credible and continuously improving performance? This special panel introduces the new Green Destinations Awards & Certification Program alongside the Good Travel Seal, bringing together certification approaches for destinations and tourism businesses under internationally recognised frameworks.

The session will first introduce the new Green Destinations Awards & Certification Program, explaining its progressive approach and how it can support destinations at different stages of their sustainability journey. The Good Travel Seal will then provide the business perspective, showing how tourism businesses can assess, improve and independently verify their sustainability performance. Together, the programmes illustrate how destination- and business-level sustainability can be connected through structured assessment, evidence, improvement and credible recognition.

The panel will then bring these frameworks to life through experiences from destinations and tourism organisations that have participated in Green Destinations programmes. Speakers will share what certification and assessment have meant in practice: how they have influenced destination management, business engagement, stakeholder collaboration, monitoring, communication and priorities for further improvement.

Attendees will gain an understanding of the new certification pathways and, importantly, practical lessons from those who have used Green Destinations programmes. The session will explore how certification can go beyond a label or award to become a structured process for measuring progress, strengthening credibility and driving continuous improvement.

MODERATOR: Noah Pircher (Green Destinations Foundation, Austria, Italy)

PANELISTS:

• Patice Talaue (Green Destinations Foundation)
• Albert Salman (Good Travel Institute | Good Travel Alliance)
• Masaru Takayama (Japan Alliance of Responsible Travel Agencies, Japan)
• Melih Kayacik (İzmir Metropolitan Municipality, Türkiye)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 2

The session is a live demonstration built on Lake Good, a fictional destination with simulated stakeholder voices. Warm up before you come: play the short Lake Good game online and see whether you can tell the savior from the sleeping giant and the ticking bomb. In the workshop we go through the results together and show how to apply both tools in your own certification and destination-management work.

Play the Lake Good game → https://www.goodplace.si/lake-good/

SPEAKERS:

• Jana Apih (Goodplace, Slovenia)
• Pawel Nizinski (BETTER, Poland)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 3

Sustainability can be difficult for visitors to understand when it remains hidden in destination strategies, technical standards or operational systems. This panel explores how destinations and tourism organisations can make sustainability visible through storytelling, interpretation, heritage and visitor experiences that allow people to understand and participate in responsible tourism.

Examples from Taichung in Taiwan, Piran and Izola in Slovenia, and the Gorenjska region, alongside expert perspectives on interpretation and destination storytelling, demonstrate different approaches to this challenge. Taichung uses stories and heritage to communicate its sustainability journey. Piran's LOVE PIRAN initiative connects destination communication with responsible visitor behaviour, while Izola's “Little Green Secrets of the Locals” brings local knowledge directly into the visitor experience. The Gorenjska Museum demonstrates how cultural institutions can contribute to social sustainability and accessibility, while Interpret Europe adds a broader view of how interpretation and storytelling can help destinations communicate sustainability in ways that are meaningful to visitors.

Attendees will learn how storytelling can move beyond promotional communication and become a tool for visitor education, place connection and behaviour change. The panel will also explore how destinations, museums, heritage organisations and tourism professionals can work together to make sustainability tangible, relevant and engaging for visitors.

MODERATOR: Iyad Kayali (Good Travel Institute, Greece)

PANELISTS:

• Max Dubravko Fijacko (Interpret Europe, Croatia)
• Hsiu-Chuan Pai (Taichung City Government, Taiwan)
• Jana Pines (Javno podjetje OKOLJE Piran, Slovenia)
• Jana Babšek (Gorenjski Muzej, Slovenia)
• Luca Stančič Kodarin and Radmila Lekić (Turistično združenje Izola, Slovenia)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 4

Cycling is growing rapidly as a form of everyday mobility, sport and tourism. But how can destinations ensure that this growth remains sustainable?

This panel brings together perspectives from public policy, professional cycling, event organisation and destination development. We will explore how cycling infrastructure can serve residents, professional cyclists and visitors, how cycling events can reduce their environmental impact, and how destinations can transform cycling into sustainable tourism products. The discussion will explore how destinations can move from cycling as a sustainable activity to truly sustainable cycling tourism.

PANELISTS:

• Dubravka Kalin (Director-General, Ministry of the Economy, Labour and Sport - Tourism Directorate, Slovenia)
• Tomaž Ambrožič (Sport Media Focus, Slovenia)
• Tina Hedi Zakonjšek (Goodplace, Slovenia)
• Nejc Grilc ( Slovenia Bike Tours, Slovenia)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

MAIN ROOM : GRANDIS 

Join us for the Green Destinations Awards Ceremony, a celebration of destinations advancing sustainable tourism. We will recognise destinations receiving Green Destinations Awards, alongside the unveiling of the 2026 Good Practice Top 100 Stories, highlighting inspiring initiatives and good practices from around the world and ending the night with the Destination Experience Awards by the Good Travel Alliance.

Come together with destinations, partners and members of the Green Destinations community to celebrate their achievements and the work driving positive change in tourism.

MAIN ROOM: GRANDIS

Start the second day with fresh inspiration as we kick-off the Day 2 with Albert Salman on The Destination Experience as a Key to Success, followed by Dr. Jens Thraenhart and Good Travel Pays: The Economic Case for Passion Tourism, exploring how meaningful visitor experiences and lasting relationships can create greater value for destinations.

Together, these sessions open a day focused on resilience, destination experience, economic impact and sustainable tourism.

MAIN ROOM: GRANDIS

This panel brings together practical approaches to improving tourism experiences and increasing the value they create for destinations. It looks at how impact can be measured, how Good Travel Experiences can support destination management, how recognised experiences can reach new markets, and how tourism development can respond to the specific characteristics and needs of a destination.

The speakers will share examples ranging from measuring the environmental, social and economic returns of tourism practices to using GTEs and impact data in destination management and performance assessments. The discussion will also look at the development of GTE Guides and the Good Travel Data Hub as tools for connecting experiences with travellers and online platforms, as well as the experience of Discover Kaçkar in developing ecotourism around its landscapes, communities and local opportunities. 

Together, these perspectives will explore how destination managers can better connect experiences, impact data, market access and destination strategy. The panel will highlight practical ways to understand and communicate the value created by tourism, strengthen the visibility of local experiences and support better decisions about how tourism develops.

MODERATOR & PRESENTER: D'Arcy Dornan (Good Travel Institute | Good Travel Alliance, Brazil)

PANELISTS:

• Víctor Fernández Morales (La Buena Huella, Spain)
• Wilma Barros da Paixao (Good Travel Institute, Brazil)
• Ceylan Sensoy (Discover Kaçkar - DOKA Eastern Black Sea Development Agency, Türkiye)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 2

Community participation is increasingly recognised as essential to sustainable tourism, but meaningful participation requires more than consultation. This panel examines how destinations and tourism businesses can create conditions in which communities influence tourism development, benefit economically and socially, and retain a meaningful relationship with the places and cultures being presented to visitors.

Examples from Canada, Türkiye, Slovenia and the United States demonstrate different approaches. Canada provides a community-positive tourism model; Türkiye shows how women and local entrepreneurs can be integrated into commercially viable excursion products; Slovenia demonstrates how heritage can strengthen destination identity; and the United States examines community licence to operate as a condition for long-term tourism development.

Attendees will learn how to move from stakeholder participation towards shared value, how local suppliers and entrepreneurs can be integrated into tourism products, and how destinations can build trust with communities. The panel will also explore how tourism can contribute to local livelihoods while respecting cultural identity and community priorities.

MODERATOR & PRESENTER: Anula Galewska (Planeterra, Canada)

PANELISTS:

• Çağlar Gökgün (SGA Travel, Türkiye)
• Kaja Beton (Javni zavod Turizem in kultura Radovljica, Slovenia)
• Annie Combs (ECPC Travel, USA)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 3

Visitor numbers alone do not tell destinations whether tourism is becoming unsustainable. This panel examines how destinations can combine environmental data, visitor-flow information and management tools to understand pressure and make better decisions about where, when and how tourism takes place.

The panel draws on examples including Hungary, France, Slovenia and iURBAN. Hungary explores demarketing and visitor-management responses to overtourism, while a Slovenian–Hungarian initiative shows how shared indicators and cross-border monitoring can work. France’s Environmental Carrying Capacity tool links water stress, biodiversity, air quality and land use with tourism activity. Slovenia’s Kolpa River pilot combines visitor counters and field observations with information on parking, waste, water and accommodation. iURBAN adds examples on destination decisions and visitor management.

Attendees will learn how destinations can identify pressure before it becomes critical, establish meaningful indicators and connect evidence to practical management measures. The discussion will focus on using data not simply to describe tourism, but to determine when intervention is needed and what type of intervention is appropriate.

MODERATOR: Natalie Gillespie (Murmuration, France)

PANELISTS:

• Tarek Habib (Murmuration, France)
• Nikoletta Kaszás (University of Pannonia - University Center for Circular Economy, Hungary)
• Alenka Tomašič (Bela krajina, Slovenia)
• Júlia Nagy (Innotime Hungary Ltd, Hungary)
• Richard Veal (iUrban, Spain)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 4

Food is often presented as a tourism experience, but its potential goes much further. Gastronomy can connect visitors with local producers, strengthen destination identity, reduce environmental impacts, preserve heritage and help distribute tourism beyond established hotspots. This panel examines how destinations can use food strategically rather than treating it simply as an additional product.

Examples from Škofja Loka and Bled in Slovenia, Sweden, Spain and Germany demonstrate different approaches. Škofja Loka uses historical foodscapes to connect gastronomy with heritage, storytelling, craftsmanship and sustainable mobility. Bled Local Selection connects tourism with local products, farmers, artisans and community identity. Spain's “taste landscapes” approach explores how culinary assets can redirect visitors towards less-visited areas. Sweden demonstrates collective action on food waste across 60 organisations in Royal Djurgården, while Germany provides practical approaches for using plant-based gastronomy as a climate tool.

Attendees will learn how food can support local value chains, destination identity, visitor dispersal and climate action. The panel will also explore how destinations can move from individual food experiences towards a more integrated food strategy.

MODERATOR: Emma Magistri (Green Destinations Foundation, Italy)

PANELISTS:

• Valerija Božič (Municipality of Škofja Loka, Slovenia)
• Maja Pančur (Bled Tourist Board, Slovenia)
• Erik Wolf (World Food Travel Association, Spain)
• Camilla Zedendahl (Royal Djurgården Society | Kungliga Djurgårdens Intressenter, Sweden)
• Anna Karle (Gastrofreude Consulting, Germany)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

MAIN ROOM: GRANDIS

Sustainability initiatives often begin as pilots, projects or individual destination experiments. The challenge is how to turn successful approaches into wider policy, systems and long-term change. This panel examines how regional and national tourism actors can create the conditions for sustainability initiatives to move beyond isolated projects.

Examples from Finland, Croatia, Thailand and France illustrate different approaches. Finland demonstrates how sustainability data can support a shift from measuring impact towards actively creating nature-positive tourism. Thailand shows how international sustainability standards can be adapted to national governance structures and local cultural contexts. Croatia will bring a policy and governance perspective, looking at how strategic planning and sustainability indicators can help destinations move beyond short-term tourism growth. France's Transition Manager programme demonstrates how regional cooperation can help destination organisations support tourism professionals through the sustainability transition.

Attendees will learn how governments and tourism organisations can scale sustainability approaches, adapt international frameworks to local contexts and support implementation across destinations and businesses. The panel will also explore the role of policy, capacity-building, data and institutional cooperation in moving from individual initiatives towards systemic change.

MODERATOR: Patice Talaue (Green Destinations Foundation, Germany / Phillippines)

PANELISTS:

• Liisa Kokkarinen (Sustainable Travel Finland)
• Dr. Kaewta Muangasame (STAC Thailand | Mahidol University International College, Thailand)
• Sophie Pirkin (Agence d'Attractivité et de Développement d'Occitanie AD'OCC, France)
• Marie-Flo Guy (OTN Fédération Régionale des Offices de Tourisme de Normandie, France)
• Matthieu le Scanf (MLS Conseil, France)
• Dr. Katarina Miličević (TourismLab, Croatia)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 2

Sustainable destination development depends on cooperation between public authorities, businesses, communities, NGOs and other organisations, but these actors often work with different priorities, resources and responsibilities. This panel explores how collaboration, whether built through long-term partnerships, shared projects or events that bring stakeholders around the same table, can turn shared sustainability goals into practical action at destination level.

Examples from Dilijan in Armenia, Morocco, Yanagawa in Japan, tourism initiatives across Africa and the Good Events approach show different forms of collaboration: Dilijan shows how investment, community participation and cooperation between businesses and nonprofits can support destination readiness. Morocco shows public-private collaboration on climate action, low-carbon transport, accessibility and visitor management. Yanagawa shows how tourism operators, residents, the DMO and city authorities can work together as the relationship between tourism and community life changes. The African examples show collaboration on procurement, local supply chains, market access, certification and compliance. Good Events shows how events can act as a catalyst for collaboration. They gather public bodies, businesses, suppliers and communities around a shared goal, create practical reasons to work together, and leave lasting partnerships and standards that benefit the destination long after the event ends.

Attendees will learn how different sectors can align around shared objectives, how responsibilities can be shared, and how collaboration can produce practical solutions rather than just more consultation.

MODERATOR: Kirsi Hyvaerinen (Good Travel Alliance, Montenegro)

PANELISTS:

• Katya Bredikhina (Green Rock Foundation, Armenia)
• Dr. Fadwa Chbani Idrissi (Cadi Ayyad University, Morocco)
• Miori Nishida and Masatoshi Ujiie (Yanagawa City, Japan)
• Melissa Foley (All About Africa Sustainability Consulting, South Africa)
• Petra Čad (GoodPlace, Slovenia)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 3

As generative AI reshapes how visitors discover, plan and experience destinations, reliable information becomes critical — especially in nature and remote regions where sustainability claims and safety guidance carry real consequences. In this session, we explore how destinations can use AI responsibly while maintaining control over sources, quality, liability, and EmpCo compliance.

Through examples and an interactive workshop, participants will explore what a trustworthy tourism AI could look like: inspiring guests, supporting responsible choices, and delivering accurate, real-time information across destination channels. The session will feature practical examples from Much Better Adventures on measuring tourism’s real local impact and iURBAN on the destination experience of the future and future perspectives.

MODERATOR: Simon Reuter (Outdooractive Research, Germany)

SPEAKERS:

• Tanja Sodja (Julian Alps Association, Slovenia)
• Richard Veal (iUrban, United Kingdom)
• Alex Narracott (Much Better Adventures, United Kingdom)

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

BREAKOUT ROOM 4

How do we progress from sustainable tourism to smarter management of people, data and place? After ten years of Slovenia Green, the conversation is no longer only about how to encourage destinations to embrace sustainability. The next challenge is how to manage mature destinations in a more integrated and evidence-informed way: connecting national sustainability frameworks with destination-level data, resident perspectives and the broader quality of the places where tourism happens. Through the Slovenian experience, the panel will explore what it means for sustainable tourism to “grow up” – moving beyond standards and certification towards better questions, better decisions and a more holistic understanding of destination management.
The discussion will bring together complementary perspectives: the national tourism organisation, looking at the evolution of Slovenia Green, strategy, KPIs and the role of data and systems; a destination perspective, focusing on resident surveys, destination pressures and the organisational use of data; a data and research perspective, examining what we can meaningfully measure and where the limits of measurement lie; and an outside-tourism perspective from urban and spatial development, asking whether sustainable tourism should ultimately be understood as part of managing the quality of the place as a whole.

MODERATOR & PRESENTER: Marina Ferfolja, Slovenian Tourist Board

PANELISTS:

• Polona Černič, Ljubljana Tourism
• Dr. Maja Turnšek, Faculty of Tourism, University of Maribor
• Marko Peterlin, IPOP – Institute for Spatial Policies

GET TO KNOW THE FULL LIST OF SPEAKERS HERE >

MAIN ROOM: GRANDIS

Join us for the Closing Session as we reflect on the highlights, insights, and key takeaways from the past days of the conference. This final gathering is an opportunity to celebrate the achievements of our community, acknowledge the contributions of speakers, partners, and participants, and look ahead to the next steps.