List of Speakers



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Scientific Committee of the Congress:

Mr. Luigi Gaido, Technical Director of the Congress

Mr. Peter F. Keller, Scientific Expert of the Congress


Session´s Experts

Mr. Paul Arseneault, University of Quebec in Montreal, Canada

Mr. Martin Nydegger, Switzerland Tourism, Switzerland

Mr. Jean Berthier, Atout France, France

Mr. Gerhard Vanzi, Dolomiti Superski, Italy

Mr. Lochin Faizulloev, Committee of Youth Affairs, Sports and Tourism, Tajikistan

Mr. Piero Roullet, Hotel Association and the Chamber of Commerce of Aosta Valley, Italy

Mr. Bruno Lühti, Swiss Alpine Club, Switzerland

Ms. Regina PreslmairFederal Ministry for Agriculture, Forestry, Environment and Water Management, Austria

Mr. Marti Rafel, VallNord, Andorra

Mr. Andrej Žigon, Alliance - Action Sports Experts, Slovenia

Mrs. Montserrat Peñarroya, 3iSIC, Spain

Ms. Núria Tarré, Grandvalira-Nevasa, Andorra

Mr. Betim Budzaku,Tourism Andorra, Andorra

Mr. Rafael Olmedo, GEKO NAVSAT, Spain

Mr. Guillem Viladomat, Alpify Outdoor Security Tracking System, Andorra

Mr. Bernhard Joachim, Allgäu Tourism, Germany

Mr. Andreas Steibl, Tourism Office Ischgl, Austria

Mr. Bohuš Hlavatý, Tatry Mountain Resort, Slovakia

Mr. Branimir Botev, Ministery of Economy and Energy, Bulgaria

Mr. Francesc Camp, Minister of Tourism and Environment of the Principality of Andorra

Mr. Sang Yuk Kim, Ulsan City Administration, Republic of Korea

Mr. Stephen Pearce, Tourism Vancouver, Canada


Speakers and Experts Biographies and Presentations

Luigi Gaido (Italy)

Luigi GaidoAs manager of I.R.E., the Economic Research Institute in Torino, Mr. Gaido has been in charge of mountain tourism for twenty-five years in particular in the following areas: strategic development and results statistical analysis, placement of destination and products, brand policy, trade promotion and new information and communication technologies applied to tourism.

Since 2002 he has been Director of the Snow and Mountain Congress celebrated biennially in Andorra. Additionally Mr. Gaido was member of AIEST (International Association of Scientific Experts in Tourism) and is a board member of the Distretto Turistico dei Laghi (an Italian agency for the promotion of Lake Maggiore). He is a former Associate Professor of Alpine Geography Institute of Grenoble University and the University of Valle d’Aosta

He has worked with the Strategy Office of the French Tourism Ministry and has participated in the Standing Committee of the Alpine Convention as a representative of the Association of Towns in the Alps. He was member of the Board of Directors of the Trento promotion agency until 2003. Go to Top



Session 1: Introduction and a Strategic Outlook to the New Paradigms for Mountain Tourism

The introductory session will provide a global insight into the winter and summer mountain tourism products and will highlight the new paradigms in terms of demand and supply within this context.

Peter Keller (Switzerland)

download pdf Introduction and Keynote: New Market Trends and Structural Changes in Summer Mountain Tourism

Peter KellerMr. Keller is professor emeritus at the Faculty of Business and Economics of the University of Lausanne, where he has headed the Institute of Tourism for two decades, and is a visiting professor at the Universities of Lugano, St. Gallen and Bergamo. He is president of the International Association of Scientific Experts of Tourism (AIEST) and is an advisor to the World Tourism Organization (UNWTO) and the OECD.

He is also a member of the Executive Board of Switzerland’s National Tourism Office "Suisse Tourisme". He chairs the Board of Directors of a sports and holiday resort in the mountains of Valais. Prof. Keller was also in charge of tourism promotion and policy at the Swiss Federal Government for over three decades until  2008. In this capacity, among other functions, he was a member of the Executive Board of the Federation of Tourism Industries and  is an honorary member of the hotel and restaurant federation GASTROSUISSE.

At the international level, Prof. Keller has chaired the UNWTO Commission for Europe from 1991 to 2005 and the OECD Committee on Tourism in the 1980s and again from 1999 to 2007. He was a member of the UNWTO Strategic Group. Since 1998 he is scientific responsible for the UNWTO/Principality of Andorra’s World Conferences on Mountain and Snow Tourism. Go to Top


Paul Arseneault (Canada)

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Mountain tourism: Trends and best practices in North America

Paul ArseneaultPaul Arseneault is professor for management of tourism enterprises and organizations at the Urban Studies Department of the Tourism School of Management Sciences at University of Quebec at Montreal. As holder of the Transat Chair in Tourism he has been head of the Tourism Intelligence Network since 2003.

After finishing his PhD in management science from the Graduate School of Hotel and Tourism at the University of Angers (ESTHUA), he worked in the tourism industry as professional researcher and consultant since 1990. His interests cover strategic and product development and planning of tourist destinations.

He is member of the Olympic Installations Board of Montreal (OIB), The Quartier des Spectacles Partnership and Kéroul, an organization working for the promotion of tourism and culture for people with physical disabilities. He also serves on various committees related to the advancement of knowledge in tourism in Quebec and Canada.
With excellent communication skills and a talent for making complex ideas accessible to the general, he is regularly invited as a speaker, panelist and trainer. In addition, he regularly publishes comments on current issues of the tourism industry in print and digital media in Canada.
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Session 2: A strategic approach to promote Summer Tourism in Mountain Areas

The session will illustrate 2 good practices supported by the central and local authorities who recognized the need to stimulate and re-vitalize summer tourism in mountain areas as an important component of their tourism policies.

Martin Nydegger (Switzerland)

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Re-inventing in Summer Tourism: A strategic approach at National Level, the case of Switzerland

Martin NydeggerMartin Nydegger is an Executive Vice President at Switzerland Tourism (ST) and heads the division Business Development since 2008. Prior to this position he ran the ST office in Amsterdam for BeNeLux during a four-year period.

Between 1996 and 2005 he worked at the alpine Destination Engadine/Scuol where he began as marketing manager, but within two years advanced to become the director. Initially, Martin Nydegger started his career in agricultural machinery mechanics and later switched to tourism. He holds degrees of Academia Engiadina in Tourism Management, a Strathclyde Executive MBA and a marketing programme at Stanford University. Nydegger has work experience in India, Botswana, The Netherlands and Switzerland and has a respectable knowledge of Business Development in tourism and Strategic and Marketing Management.Go to Top


Jean Berthier (France)

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The Adaptation of French Ski Resorts to Summer Tourism: Challenges and Actions

Jean BerthierAfter graduating in law, Mr. Jean Berthier began his career in 1979 as adviser to SEATER, a French research organization with focus on development of tourism in rural areas. In 1987 he was appointed Regional Delegate in charge of tourism and successfully carried out this position in three different Regions in France: Rhône-Alpes, Upper and Lower Normandy and Pays de la Loire.

Since 2011 he leads the Mountain delegation of ATOUT France in Challes-les-Eaux with the mission to develop the attractiveness and competitiveness of the French mountains tourism.Go to Top






Session 3: Creating Icons to attract Visitors

The session will focus on the successful strategies and efficient tools to promote nature-based tourism and recreational activities for the summer season in mature, well established mountain destinations.


Gerhard Vanzi (Italy)

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The Beauty of Mountain Peaks: Keys to Promote and to Attract Visitors for Summer Tourism; the Case of the Summer Campaign of Dolomiti Superski

Gerhard VanziGerhard Vanzi was born and brought up in the beautiful Dolomite mountains. He graduated in Economy and Commerce at the University of Verona, specialising in tourism marketing.

Since 1992 Mr. Vanzi has been involved enthusiastically in the marketing of Dolomiti Superski, the world's biggest ski carousel, it having 450 lifts and 1,200 km of slopes. Recently his involvement in Dolomiti Superski, along with the new Dolomiti Supersummer product, focuses on strategic marketing planning, corporate branding, and international market development. Go to Top




Lochin Faizulloev (Tajikistan)

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A New Mountain Destination: Keys to Success, the Case of Tajikistan

Lochin FaizulloevMr. Faizulloev has been the Vice-Chairman of the Committee of Youth Affairs, Sports and Tourism under the Government of the Republic of Tajikistan since 2008 and is in charge of tourism. He graduated from Tajik State National University as an economist and he took his first step in his professional career as an expert in the credit department at Somon Bank until 1999. In the same year he became senior expert of economic management of the Executive Presidential Apparatus of the Republic of Tajikistan.

From 2000 until 2005 he coordinated the project for the Governmental system reform before becoming Vice mayor of regional administration of the Varzob region. In 2007 he was delegate to Geneva, Switzerland to be representative of the Republic of Tajikistan at World Trade Organization (WTO). Besides his degree in Economy he graduated in law from Tajik State National University in 2003.Go to Top




Session 4: The Value of typical Accommodation and Gastronomic Facilities in Mountain Areas

This session showcases how to blend local tradition and modern technology into a tourist product of its own class.

Piero Roullet (Italy)

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The Traditional Mountain Cuisine as a Competitive Advantage, the case of Val d’Aoste, Italy

Piero RoulletPiero Roullet was born in 1945 into a family of farmers and ranchers in Saint Christophe and has been living in Cogne since 1983. He graduated from the Technical Institute Manzetti as a land surveyor in 1963. Thanks to a scholarship he had the chance to go to the Polytechnic University of Turin for two years before working freelance in Aosta in his profession. He became Chairman of the Board of Surveyors of the Aosta Valley in 1978 and remained this position until 1987.

At “Aosta Consult” he was the executive from 1979 until 1985 and mainly dealing with hotels. Since 1983 he has been working at the Hotel Bellevue Cogne where he became partner. He initiated the complete overhaul of the the property and the management to develop the hotel into a company of 64 employees with three restaurants and a shop.Go to Top


Bruno Lühti (Switzerland)

download pdf Hospitality in the High Alps, The Case of the Swiss Alpine Club “Hotel Chain of the Swiss Alpine Club

Bruno LühtiAfter graduating from the tourism school of Sierre, Mr Lühti started his professional career as an editor at „hotel+touristik revue“ in Berne. He then worked for several years in corporate communications and as a journalist in Zurich. For 5 years he was in charge of the Quality Programme of Swiss Tourism at The Swiss Tourism Federation in Bern.

Since 2001 he has been leading the marketing for the section of mountain huts at Swiss Alpine Club. He is a passionate mountain hiker, a skilled biker and skier and curling enthusiast. Besides spending time with his family he is very much interested in cultural and social issues. Go to Top




Regina Preslmair (Austria)

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The Austrian Eco-label for Tourism: A challenge for Sustainable Product Quality

Regina PreslmairRegina Preslmair studied political economics and agricultural economics in Vienna and Madrid. She is senior expert in the ministry of agriculture and forestry, environment and water management dealing with environmental certification and eco-marketing. In this position she is responsible for the Austrian and the European Ecolabel. Her main focus during the last ten years has been in tourism, where she has benefitted from her past experience in agricultural and food marketing at Austrian and European level.

The certification schemes for travel services and tourism products as well as for Green Meetings and Events and for schools have been newly developed under her supervision. That way, the scope and target area of the certification scheme could be expanded substantially. Consequently, the Austrian Ecolabel provides, in addition to the well-known possibility to certify tourism accommodation, also options for restaurants, tour operators,  meeting and event organizers, and since 2014 also for event locations.Go to Top




Session 5: Adventure Sports and Mountain Recreation as Pull Factors in Mountain Areas

The session will illustrate 2 success stories from 2 countries where adventure sports played an important role in developing summer tourism as a complementary product.

 Marti Rafel (Andorra)

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Deseasonalization – the power of innovation,  The transformation of a parish and a country with the unquestionable contribution of Vallnord Bike Park, La Massana, Andorra

Martí RafelMartí Rafel started his professional career at Ciacome SA in 1985 and collaborated with a Radio and TV Station in Barcelona. He was the Marketing Manager for HTM Sports Ibérica for Spain, Portugal and Andorra (1994/1995) and responsible for the Ski Show in Barcelona and Madrid between 1993 and 1998. Besides this assignment he managed the Ski School and the Technical Sports Center at Boí Taüll Ski Resort in the Pyrenees of Cataluña, where he became also responsible for events. He worked as advisor and editor for Revista Solo Nieve from 1995-2001, before he started working in Andorra, first as Director of General Services (2001-2005) and later as Manager (2006/2007) at Pal Arinsal/Vallnord. Since 2007 he is the General Director of Vallnord Ski Resort.

Mr. Rafel is seven times champion of Spain in Freestyle Skiing and participated in the Olympics in Calgary '88 (Canada) and Albertville '92 (France ). He holds an MBA from the business school EASEM and has completed training in Accounting and Finance at IESE in Barcelona. He has participated in numerous seminars and trade shows related to sport and tourism.Go to Top


Andrej Žigon (Slovenia)

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The Challenges of Mountain Biking Tourism Development in the Mountain Regions of Eastern Europe, the Case of the Ski Resort Pohorje in Slovenia

Andrej žigonAndrej Zigon has been involved in action sports and mountain biking, first as an athlete and later as a marketing specialist and action sports/mountain biking infrastructure consultant for the last 15 years. He worked in marketing for the leading European snow park development company Schneestern and gained experiences in the field of mountain biking tourism in British Columbia, Canada. He was also employed as the marketing director of TMG-BMC Ltd., a company responsible for muscle diagnostics and training optimization in elite sport institutions such as FC Barcelona, Manchester United FC, etc.

Mr. Zigon is co-founder of the company Alliance Action Sports Experts, where he is responsible for the development of mountain biking tourism. In addition to feasibility studies and strategies developed for destinations such as Canada, Slovenia, Croatia, Serbia, Austria, Macedonia, Greece, Czech Republic, Russia, Ukraine, Swiss, Hungary, Romania, Dominica and Chile. Alliance Action Sports Experts have also actively developed mountain-bike-specific trails and other infrastructures.

Mr. Zigon has graduated at the Faculty of Economics, University of Ljubljana, Slovenia, where he is currently finishing his postgraduate study in the field of marketing in tourism. He runs a special interest group on LinkedIn, namely Action Sports in Resorts for the promotion of action and outdoor sports among ski resorts. Go to Top




Session 6: Outdoor Activities and the booming Market of Mobile Applications

The session tries to show ways on how mountain destinations can implement these applications not only in developing new products but also as an effective marketing tool.

Montserrat Peñarroya (Spain)

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The Importance of Mobile Applications for Mountain Destinations

Montserrat PeñarroyaMontserrat Peñarroya is CEO of 3iSIC (International Institute of Investigation of the Society of Information and Knowledge), and CEO of the advanced internet specialized firm Quadrant Alfa.

She lectures Digital Marketing and eBusiness in masters and postgraduate courses held by several Spanish universities. On a professional level, Montserrat Peñarroya has been founder and responsible of GEA Internet Project Consulting (a digital marketing firm for the tourism industry), founder and responsible of the Consulting Area of Alt64, a business firm consecrated to digital marketing tools.

She has also been Chairwoman of the electronic publishing house of the Intercom Group Noticias Online. Within Intercom, she was the creator and foundational shareholder of Comercio Digital S.A., which she also managed for 4 years. This firm specializes in the set-up and exploitation of portals of classified advertisements and online markets.

Specialist in international digital marketing, digital marketing in Tourism, eBusiness, strategy, digitalization of entrepreneurial processes, exports through digital markets and the pinpointing of improvement opportunities through digitalization for small and medium-sized businesses, she acts as a consultant of ACC10 and several Chambers of Commerce (e.g. Chamber of Commerce of Barcelona) as well as PIMESTIC, for the Departament de Cultura de la Generalitat de Catalunya and for the Agència Catalana de Turisme.

Montserrat is Graduate in Tourism, holds a post degree in “International Marketing and Foreign Trade”, and a master in the “Information Society and Knowledge”.Go to Top


Núria Tarré (Andorra) & Betim Budzaku (Andorra)

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New applications for Andorra and the concept of “Smart Country” as competitive advantage for tourism

New applications for Andorra and the concept of “Smart Country” as competitive advantage for tourism

Nuria TarréNuria Tarré has developed her professional experience in the sectors of telecommunication, retail and tourism focusing primarily in the areas of marketing, sales and customer service, launching new products and new lines of business in different European countries.

As a partner she worked for 13 years in strategy consulting for Oliver Wyman, a consulting company based in Paris, France. She later worked as Chief Commercial Officer at Spanair, a former Star Alliance member and has been CEO of Grandvalira-Nevasa Ski Resort since 2012.

Mrs. Tarré is a graduate in Business Administration from ESADE, the leading Spanish Business School in MBA and Executive Education. Go to Top



Betim Budzaku (Andorra)

Betim BudzakuBetim Budzaku was born on 30 March 1968 in Macedonia, where he earned a university degree in Oriental Studies (specializing in Middle Eastern sociology, economy and markets). After graduating in 1992 he moved to Brussels where he began his professional career working with the European Economic Community on projects for the development of the Eastern European countries.

In 1994, he moved to Barcelona and joined Barceló Viajes Incoming as Regional Sales Manager. Two years later he was appointed Regional Director for the Costa Brava area. In 1999, he joined PortAventura as Head of International Sales, later serving as Sales Manager and Commercial Vice Director. In 2008 he assumed the post of Marketing and Commercial Director responsible for the resort’s commercialization and communication. In August 2011 he moved to Andorra to join Andorra Turisme as General Manager.

Aside from his education and professional experience, Betim Budzaku has extensive knowledge of international markets and speaks 8 languages.Go to Top


Rafael Olmedo (Spain)

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Innovative Mountains: The application “Acoustic Trail” by Cluster Turismo de Montaña, Spain

Rafael OlmedoRafael Olmedo has graduated in Aeronautical Engineering and Physical Sciences. During the last 15 years he has been working in European research projects related with Aeronautics, Intelligent Transport Systems, Search and Rescue and Remote Sensing.

In 2011, he founded GEKO NAVSAT, a small Spanish company which develops innovative solutions based on satellite navigation technologies. As CTO of the company, he is leading different projects related with the technical implementation of a personnel guidance solution based on the use of 3D sounds, and also with the development of wearable electronic devices performing advanced navigation features and wireless middle range communications.

He is author of several patents and scientific papers, and during the last years he has been awarded with different prizes including the special topic prices from the European Satellite Navigation Agency and from the European Space Agency at the European satellite Navigation Competition Galileo Masters.

He has been participating in many different dissemination activities in technical or research nationals and international forums, promoting new solutions and applications of the Satellite Navigation Technologies and its application in natural areas and mountain scenarios. Go to Top


Guillem Viladomat (Andorra)

download pdf Alpify, the security application that allows the localization of its users in the case of an emergency

 Guillem ViladomatGuillem is a young entrepreneur from Andorra and has a degree in Business Administration at Ramon Llull University. He belongs to a family strongly related to the ski and outdoor business and with a tradition of entrepreneurial spirit. He is former member of the National Ski Team of Andorra.

Guillem Viladomat founded Alpify two years ago. He got the idea when a young man lost consciousness after hitting his head while skiing at the Grandvalira resort. After a long and difficult rescue in the vast ski resort it became obvious that a new interactive security system would be urgently needed to make ski resorts and other outdoor environments much safer in the event of an emergency. Old-fashioned systems did not allow for precise location of missing persons. The new and innovative Alpify application is a system that could put users in contact with rescue teams as quickly and efficiently as possible.

Alpify is a reality in 5 countries giving services to 112 centres (Andorra, La Rioja, Cantabria, Basque Country…) and ski resorts (Grandvalira, Fontromeu, Saint Lary, Las Leñas, Shahdah…) helping locals and outdoor tourists to be safer. Go to Top




Session 7: Modern Wellness and Summer “Après-Sport” Activities

The session will illustrate two innovative cases on wellness and entertainment.

Bernhard Joachim (Germany)

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Alpine Wellness and Health as Four Season Attraction, the case of Allgäu, Germany

Berhnhard JoachimBernhard Joachim is the General Manager of the Tourism Association of Allgäu/ Bayerisch-Schwaben (since 2002) and Allgäu Marketing, Bavaria (since 2004). At the beginning of his professional career he worked as assistant of the board at coach travel tour operator Dannenmann from 1983-1986. In 1986 he became General Manager at Meersburg Tourism, a town which is one of the medieval pearls of Lake Constance and left this position to join the Tourism Association of Allgäu in 2002. 

He is member of the Marketing Comittee of the International Lake Constace Association, member of the USA- and Japan- advertising group at the tourist association of the state of Baden Württemberg, as well as spokesman of the advertising co-operation “BodenSeeTeam”. He holds a degree in business administration and was a lecturer for recreation and tourism from 2005 to 2010 at the vocational school Ostallgäu/ Füssen, Germany. Go to Top


Andreas Steibl (Austria)

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From Mountaineering and Hiking to “Après-Sports”: Creating exciting Social and Cultural Life Experiences, the Case of Ischgl, Austria

Andreas StreiblAndreas Steibl is a graduate in Tourism Development and started his professional career at Club Med in the PR and Marketing department. After 5 years he moved on to  be responsible for Sales and Marketing at Karthago Travel. He later joined Gullivers travel for one year before his assignment as Marketing Manager at in-tour.

Leaving the private sector he got contracted by the Tourism Office Neustift /Stubaital where Mr. Steibl managed all marketing activities. Since 2003 he has been Business Manager at the Tourism Office Ischgl.Go to Top






Session 8: Product Diversification in Mountain Destinations

The session will discuss the strategic approach to repositioning the mountain destinations to attract new segments of visitors.

Bohuš Hlavatý (Slovakia)

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Rejuvenation and Consolidation of Mountain Resorts: What are the Key Factors for Success? The case of Tatry Mountain Resort S.A.

Hlavatý BohušIng. Hlavatý was appointed Chairman of the Board of Directors of Tatry Mountain Resort (TMR) in June 2009. Since 2009 he has been performing the role of CEO of TMR, in which TMR underwent successful revitalization and commenced to utilize synergies among its subsidiaries. He managed a successful issue of TMR stock on the Bratislava Stock Exchange.

Since 2006 he had held numerous senior manager positions in the hotel and tourism industry in the High and Low Tatras. From 2006 to 2008 he served as the general manager of JASNÁ Nízke Tatry (predecessor of TMR) and as the general manager of Tatras Cableways. Prior to that he held top management roles in Slovak, Polish, and Czech FMCG (fast moving consumer goods) companies, among them Vodní sklo Brno, Pernod Ricard Poland, Seagram Poland & Slovakia, Kimberley Clark Slovakia.
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Branimir Botev (Bulgaria)

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Bulgaria – The Emerging Summer Mountain Tourism Destination

Branimir BotevMr. Branimir Botev is Deputy Minister of Economy and Energy in Bulgaria and started his professional career in 1985 in the Ministery of Light Industry. In 1987 he became General Director of the Institute of Marketing before he went to France to work with the team of President François Mitterrand in 1988. At the intergovernmental Franco-Bulgarian training center for senior business executives he served as General Director between 1988 and 1992. In 1998 he was Senior Advisor and Secretary of the Council of Administration of the Council of Ministers and became member of the Management Board and the following year member of the Scientific Board of the European Institute of Public Administration (EIPA).

In 2006 Mr.Botev was assigned to the be the Chairman of the Association of manufacturers, importers and retailers of alcoholic beverages in Bulgaria  and in 2007 he took his position as board member of the European Confederation of Alcoholic Beverages in Brussels. Between 2002 -2004 he served as co-founder and co-president of the Bulgarian-Belgian Association Best2Be. Prior to his current position Mr. Botev was member of the Business Advisory Science Council to the Minister of Agriculture and Food and the National Tourism Board.

Mr. Botev holds a Master's degree in Sociology, Sofia University "St. Kliment Ohridski" and speaks fluently French, English and Russian. Go to Top


Francesc Camp (Andorra)

download pdf Tourism with no Seasonality: the Strategy of Andorra to attract more Visitors

Francesc CampMr. Francesc Camp has been Minister for Tourism and Environment of the Government of Andorra since May 2011. He started his professional career at PRM International Consultants where he worked from 1991-1994. He then became managing partner in Francesc Camp Marketing Research which he left in 2001 only to become Marketing Director at the Crèdit Andorrà Bank, a position which he held until 2009. Prior to his appointment as Minister he acted as Managing Partner of Hamilton Business & Web Analytics.

Mr. Camp graduated in Economic Sciences from Toulouse University of Social Sciences and holds a Bachelor & Masters degree in Statistics and Econometrics from the same University. His further education includes a Course of Higher Management at ESADE Barcelona and an Advanced Course on Internet Marketing and Social Networks at ICEMD Madrid. From 1992-2001 Mr. Camps lectured as a Professor of Marketing Research at the University of Barcelona, the Open University of Catalonia and various MBA. Go to Top




Session 9: New Tendencies in Marketing: Linking Mountain Resorts and its surrounding Urban Areas

Mountain regions can benefit from the gateway function of neighbouring urban areas. The two cases in this session clearly show the potential of cross marketing and the benefits from extending the variety of tourism products.

Sang Yuk Kim (Republic of Korea)

download pdf Cross Marketing between Urban and Mountain Regions: The case of Ulsan in the Republic of Korea

Sang Yuk KimMr. Sang Yuk Kim is the Director of the Tourism Divison at Ulsan City Administration. He graduated with a Bachelor's degree in Public Administration from the Korea University in Seoul in 1997. He started his professional career at the Namgu district administration in Ulsan in 1998 as Assistant Director of the Office of Planning. In 2005 he became Planning officer and in 2007 Assistant Director of the Industry Promotion Division. He was Director of the Education between 2010-2012 before getting promoted to be the General Manager of the Economy and Welfare Bureau again for the Namgu District in Ulsan. Since 2014 is has been the Director of the Tourism Division at the Ulsan City Administration.

Further to his first degree Mr. Kim holds a Bachelor's degree in Law from Korea Open University a Master of Arts in Public Administration from the Syracuse University (USA) and a Master's degree in Public Policy from KDI School in Seoul. Go to Top


Stephen Pearce (Canada)

download pdf Cross marketing Between Urban and Mountain Regions: The Canadian Approach, the case of Vancouver and Whistler

Stephen PearceStephen Pearce is a strategic marketer with over thirty years’ experience in destination marketing and development. He sees himself as a change-agent; negotiating and implementing strategic alliances and partnerships with public and private businesses to compete effectively. Curiosity, risk, creativity and innovation define his approach to market synthesis and development.

Stephen has worked with public and private companies across Canada, and has been with Tourism Vancouver since 2001 where he is currently the Vice President, Leisure Travel and Digital Marketing. Responsibilities include consumer marketing, travel trade, digital marketing, research, and business technologies. He coordinates campaigns in 11 geographic markets around the globe.

Stephen is very active at the national level; having served as the Chair of the Canadian Tourism Commission’s Research Advisory Committee for seven years, and currently serving on the Emerging Market Committee. Stephen is also the Chair of the BC chapter of the Canada China Business Council and a Board member of PATA.

An avid traveller, he has lived across Canada, in Germany and in Uganda. He has also led volunteer missions in Tanzania and Kyrgyzstan to develop and grow their tourism economies.

Stephen has an MA in Geography from the University of Western Ontario and an MBA in Marketing from the University of York. Go to Top


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