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Topic D. Cultural Tourism

"One does not discover new continents without having the courage to lose sight of old coasts." André Gide, Author

Our European and thus also the regional culture becomes alive in the regions and cities of Europe as can be experienced in their numerous museums, theatres and festivals. Cultural
tourism regions also draw attention to their cultural richness, which is revealed to visitors in their unique attitude to life, history, architecture, cuisine and the offerings of cultural
institutions. Authentic cultural tourism and the associated city breaks are currently the biggest upcoming trend in the European cultural market. But what consequences do these developments have for cities and their inhabitants? What do cultural tourists hope for and what expectations do they place on sustainable concepts? What role do cultural providers play in this process? In this track cultural tourism experts and service providers present new developments, innovative concepts, strategies and solutions from all over Europe for the growing cultural tourism movement.

November 7, 2019, 11:00 am – 5:30 Uhr pm, hall 6

10:00 - 10:45 Uhr



Grand Opening Session in hall 12
with keynote speaker Prof. Ulrike Guérot


10:45 - 11:00 Uhr



Coffee break & networking

11:00 - 11:45 Uhr


Kulturtourismus: Fluch oder Segen?
Cultural Tourism: Curse or blessing?

Klaus Lohmann: thoroughbred tourist with maritime background

11:45 - 12:00 Uhr



Coffee break & networking

12:00 - 12:30 Uhr


Fußballkultur - ein touristisches Thema?
Football culture – a tourist topic?

Axel Biermann, 
Managing Director Ruhr Tourismus GmbH

12:30 - 13:00 Uhr


European Capital of Culture 2019 - the added value to Plovdiv as a brand (engl.)

Radost Ivanova,
Plovdiv2019, Deputy Director Marketing & Advertising

Plovdiv is one of the oldest cities in Europe but not many people beyond Bulgarian borders aware that fact. Although European Capital of Culture is a big challenge, we manage to use it as a marketing instrument as a catalyst for long-term development and a possibility to put the city firmly on the European cultural map. The bidding prosses united the efforts of all levels - local, regional, national and international to implement ideas for capacity building, urbane regeneration, expanding of the audiences, to boost tourism, to achieve economic, political and social progress, using the instruments of culture.


13:00 - 14:00 Uhr



Lunch break

14:00 - 14:30 Uhr


Kulturplattform Donauraum - Verborgenes Kulturerbe entdecken
Cultural plattform Danube area – Discover hidden cultural heritage

Elisabeth Pacher, 
Federal Chancellery Austria, Creative Europe Desk Austria

14:30 - 15:00 Uhr

© Ricardo Wiesinger


Kultur liefert Emotionen - Die Rolle von Kunst und Kultur im Destinationsmanagement
Culture provides emotions – The roll of Arts and Culture in destination management

Prof. Dr. Edgar Kreilkamp, Professor Leuphana Universität Lüneburg

15:00 - 15:15 Uhr



Coffee break & networking

15:15 - 15:45 Uhr


Übersee ist weit weg – warum sich die Vermarktung von Kultur trotzdem lohnen kann
Overseas is far away – why cultural marketing is still worth it

Mike Adams, 
Managing Director TourComm Germany

15:45 - 16:15 Uhr


Venice: tools, proposals and criticism for a sustainable tourism (engl.)

Marta Moretti, 
Vela Spa - AVM Holding, Public Relations and Press

Venice is struggling to find a new balance between thè needs of Venice is
struggling to find a new balance between thè needs of innovation and thè
duty of conservation and protection. As a world heritage city, Venice has
al ays been thè destination of world tourìsm, but thè great increase in
mass tourism requires to define new Solutions for thè coexistence with
residents and commuters. Due to its peculiar structure and thè complexity
of thè phenomenon, Venice can be considered a labor tory for many cities
of art in Europe.

16:15 - 16:30 Uhr



Coffee break & networking

16:30 - 17:15 Uhr


Diskussion nach Impulsvortrag "Negative Auswirkungen auf Touristische Sonderziele"
Discussion after Keynote “Negative effects on special tourist destinations”

Frank Petzke, 
radio1 travel embassador, world traveler and author

17:15 - 19:00 Uhr



Meet & Match in hall 5
Culture meets business, business meets culture, for all those who don't want to go to their hotel between the first day of the Congress and the presentation of the European Cultural Brand Awards.

Subject to change without notice.  

The discussion will be translated simultanously. A change in tracks is possible during the breaks.
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