Greening the Events: Tourism Think Tank 2024 ✨

✏️ by Andjela Djokic , Green Destinations Ambassador 🇲🇪

In an era where sustainability is becoming a core value in tourism, the Tourism Think Tank (its 3rd edition), held in November 2024, demonstrated how far the tourism sector has come in embracing eco-conscious practices. Gathering industry leaders, thinkers, and innovators from across the globe, this international educational-experiential event aimed to tackle some of the most pressing challenges and opportunities for tourism - locally and globally.

Held at the renowned The Chedi Lustica Bay, a hotel at the forefront of sustainability and regenerative travel, this year’s conference wasn’t just about discussions; it was about igniting real change. The event tackled issues ranging from over-tourism and greenwashing to cross-border adventure tourism in the Western Balkans.

✨ The Tourism Think Tank Conference: A Gathering of Minds for Sustainable Change

This year’s event brought a diverse and thought-provoking range of topics and speakers. Let's do a recap.

🌿 Day 1

It began with a dynamic keynote by Doug Lansky, who challenged the audience to rethink the concept of tourism success. In his engaging and humorous style, Doug explored:

• Why more visitors doesn’t always equate to more money or better outcomes.
• How tourism strategies often rely on outdated comfort-zone solutions.
• The unintended consequences of poorly analysed data and short-sighted policies.

Through real-world examples spanning the globe, he encouraged attendees to be bold, transparent, and innovative. Doug’s keynote was a whirlwind journey into smarter, more creative tourism practices.

Shifting to the weighty topic of sustainable tourism, Professor Emeritus Dr. Harold Goodwin presented on Navigating the Green Horizon and discussed responsible tourism in a post-COP29 context.

• He critiqued existing certification schemes for lacking transparency and measurable impact.
• Highlighted greenwashing as a major issue, undermining trust and progress.

The 1st panel, led by Professor Goodwin, featured several experts discussing the EU Green Claims Directive's impact on businesses and consumers. Dr. Renée Wagner, Corporate Director of ESG at Orascom Hotels Management, emphasised the social side of ESG practices in hospitality. Baptiste Carriere-Pradal, BCG Senior Advisor, focused on what we need to get prepared for - substantiated evidence and transparency in B2C communication. Dr. Ioannis Pappas, GSTC Mediterranean Director, highlighted the need for standardised sustainability metrics.

Taulant Hoxha, CEO of the High Scardus Trail DMO, delved into the potential of cross-border tourism along the Kosovo-North Macedonia trail. He emphasised:

• The importance of advocacy for guides and ecotourism training.
• Challenges in harmonising actions across institutions.
• Strategies to attract conscious travellers while preserving cultural and natural heritage.

Later, Danica Banjevic from Montenegro and Minja Surlan from Banja Luka joined a panel discussion that explored the challenges of sustainable destination management in the Western Balkans. The panellists stressed the importance of good communication, engaging local communities, managing visitor source markets, and balancing tourism development with authenticity and environmental preservation.

Aleksandra Kapetanović from EXPEDITIO has already presented several serious problems in protecting the cultural landscapes and universal values in Boka Kotorska Bay.

The afternoon brought a celebration of local artisans and sustainability:

• Local Showcase: Guests sampled high-quality products like red wine, olive oil, honey, and eco-friendly coffee while learning about the region’s rich artisanal traditions.
• Magic Round Table: Led by Professor Dr. Claudia Brözel, this session fostered open dialogue on transforming short-term thinking into long-term sustainability through education, collaboration, and grassroots action.

The day concluded with an engaging workshop by Culture-Art Society Boka. Attendees learned about the region’s intangible heritage through traditional dances, music, and instruments, bringing Montenegrin culture to life and creating a memorable connection between the forum participants and the local community.

🌿 Day 2

On the second day, the focus shifted to strategic and technological innovations in tourism, particularly for the Western Balkans.

Marlène Bartes, Tourism Policy Officer at the European Commission, delivered a presentation on opportunities in the Western Balkans, stressing the need to embrace digital and green transitions. She advocated for sustainable tourism development through collaboration and digital tools, targeting SMEs and improving digital skills. She also highlighted the importance of accessibility and sustainable mobility options across EU member states and candidates. Her advice included leveraging the EU's funding mechanisms for tourism.

Georgios Emmanouil, Policy Officer at DG REGIO, outlined the updates to the EU Strategy for the Adriatic and Ionian Region (EUSAIR), which includes a new pillar on 'Improved Social Cohesion' and integrates the Western Balkans' enlargement. He emphasised aligning regional and national strategies with EUSAIR by 2025 to drive sustainability, promote diverse tourism, and support SMEs. He also noted the importance of upskilling the workforce in green and digital areas.

Jelena Krivcevic, Managing Director of Montenegro's Regional Development Agency, shared insights into Montenegro's katun tourism model. She highlighted the decline in traditional farming practices and unregulated construction, stressing the importance of preserving the katuns as a model of sustainable tourism. These seasonal mountain settlements are integral to local culture and provide an environmentally responsible form of tourism.

Klaus Ehrlich focused on rural tourism, emphasising its economic contributions and challenges, including climate change, over-tourism, and regulatory obstacles. He called for enhanced destination management, skills development, and policies to preserve heritage.

Bente Grimm, Head of Tourist Mobility Research at NIT, tackled the topic of sustainable tourist mobility. She proposed reducing car and air travel while promoting walking, biking, and public transport. Successful initiatives like Alpine Pearls showcase how regional cooperation and political will can foster mobility solutions, improving local life quality and enhancing the visitor experience.

Peter Syme, a tourism tech expert, explored the impact of Artificial Intelligence (AI) on the tourism industry. He outlined the best practices for implementing AI in tourism, advising businesses to use AI for repetitive and well-defined tasks. He cautioned against overusing AI for sensitive tasks and suggested a balanced approach to integrating AI for business growth, customer experience, and operational efficiency.

Peter then led a panel discussion on the future of tourism a tech: Virtyt Gacaferri highlighted the importance of strategic digital implementation while warning against over-digitalisation that could diminish personal service quality. Matija Marijan introduced Turneo, a platform enabling hotels to offer curated experiences and personalised travel options through AI.

The day's session concluded with an interactive Mental Ecology Art Workshop, led by Milena Zivkovic, which blended creativity, ecology, and social responsibility. Participants explored the connection between art and the environment, fostering a sense of community and individual empowerment through creative expression.

Additionally, #MorningMotivation sessions by The Chedi Hotel, including yoga, boot camps, and charity runs, offered an energising start each day, encouraging wellness and fostering a sense of community.

🌿 Day 3

The final day of the event, Local Discovery Day, provided participants with an immersive experience of the natural beauty and ecological efforts within the Boka Bay area of Montenegro.

The day began with an insightful presentation by Suzanne Kamsteeg, a researcher and volunteer/intern supervisor at Montenegro Dolphin Research (DMAD). Suzanne shared valuable information about the marine mammals in Boka Bay, particularly dolphins, and highlighted the critical threats they face, all of which are human-induced.

Following the presentation, the group participated in a day trip organised by Montenegro Destinations. The scenic drive took participants to the Kotor Old Town, where they had a walking tour, soaking in the rich history and stunning architecture of this UNESCO World Heritage site, followed by a lovely lunch.

The group continued with the marine theme of the day by visiting the Aquarium Boka, a centre dedicated to research and biodiversity protection in the Adriatic.

This day was a wonderful blend of education, exploration, and a deeper connection to the natural world, highlighting the importance of sustainable tourism practices and community-based conservation efforts in Montenegro.

✨ The Chedi Lustica Bay: A Venue Dedicated to Sustainability

The venue for this year's Tourism Think Tank, The Chedi Lustica Bay, played a key role in setting the tone for the event. Known for its dedication to sustainability, the hotel seamlessly integrated eco-friendly principles into its operations and guest experience. From Green Key and EarthCheck certifications to its involvement in the Adriatic Green Hub, The Chedi Lustica Bay is a model for regenerative tourism.

The hotel’s sustainability efforts - which were perfectly explained during a “Walk and Talk” hour with Milica Jankovic - extend beyond its operations and its Green Team. As a founding member of the Adriatic Green Hub, The Chedi Lustica Bay is fostering a community of sustainability-focused businesses and individuals working together to promote green tourism across the region.

Though still in its early stages, this growing network of green soldiers is set to influence the region’s tourism industry. Through collaboration, education, and shared goals, the Hub is helping tourism stakeholders adopt practices that minimise environmental impact, enhance local communities, and foster a more responsible form of tourism.

✨ Key Takeaways from the Conference 

The Tourism Think Tank 2024 highlighted that the tourism industry is at a crossroads. Several key takeaways emerged:

• Smart Tourism Development: As Doug Lansky pointed out, we need to think smarter, not just bigger. A shift from quantitative to qualitative growth in tourism is essential for the environment and local economies.
• Transparency and Trust in Sustainability Claims: With greenwashing on the rise, businesses must ensure that their sustainability claims are transparent, verifiable, and rooted in actual performance, as emphasised by Professor Goodwin.
• Regional Collaboration is Crucial: Especially in regions like the Western Balkans, working together across borders and sectors will be key to managing tourism sustainably and preserving the cultural and natural heritage of the area.
• The Role of Education: Panel discussions underlined that lasting change begins with education - particularly in building a critical mass of sustainable tourism professionals and conscious travellers.

🔗 Find out all about the Tourism Think Tank 2024 Event

As we move forward, events like the Tourism Think Tank serve as a vital platform for driving change in the tourism industry. Through ongoing education, transparent practices, and a focus on regenerative travel, we can ensure that the tourism of tomorrow is not just profitable, but sustainable for generations to come.