Friday Oct 30 – Hôtel de l’Industrie

The New Destination Equation

Growth. Value. Place. People. Resilience. Who sets the balance? For decades, destination success had a relatively simple equation: more visitors, more spending, more growth. That equation no longer holds. Today, destinations must remain competitive while managing growth, protecting cultural and natural assets, securing investment, adapting to climate risk, responding to geopolitical shifts and maintaining the support of the people who live there. So what does destination success look like now and who gets to define it? The New Destination Equation brings together global tourism and cultural policy perspectives to explore how destinations can move from attracting demand to actively shaping the value tourism creates: economically, socially, culturally and environmentally. Moderator: Jessica Berk Ross, Partner Global Affairs, Finn Partners

• Isabel Hill, Former Director, National Travel and Tourism Office at U.S. Department of Commerce.
• Nayef H. Al-Fayez, UNESCO Assistant Director-General for Culture.