“MOUNTAINLIKERS: Sport and Adventure: A Promising Combination”

2-4 March, 2016, Sant Julià de Lòria, Andorra



Wednesday, 2 March, 2016

08.00 – 09.00 Arrival and registration of participants
09.00 – 9.30

Opening Ceremony


Master of Ceremony: Ms. Gemma Rial

  • Hon. Mr. Josep Miquel Vila, Mayor of Sant Julià de Lòria
  • Mr. Taleb Rifai, Secretary-General, UNWTO
  • H.E. Antoni Martí, Prime Minister, Principality of Andorra

9.30 – 11:15

OPENING SESSION: Sport Tourism as an opportunity for mountain destinations. Public initiatives at national level and the basic requirements for success


Greeting message: Mr. Kim Gi-hyeon, Mayor of Ulsan Metropolitan City, Republic of Korea


Introduction and moderation: Mr. Márcio Favilla, UNWTO Executive Director for Operational Programmes and Institutional Relations



  • H.E. Mr. Francesc Camp, Minister of Tourism and Trade of Andorra
  • Mr. George Chogovadze, Head of Georgian National Tourism Administration
  • Mr. Davide Codoni, Deputy Director for Tourism Policy, Federal Department of Economic Affairs, Education and Research, Switzerland
  • Ms. Ana Cristina Gozalo, Head of Department of Sport and Nature Tourism, Turespaña, Madrid, Spain

Panel discussion and Q/A

To top

11.15 – 11.45

Coffee break
11.45 – 13.30

SESSION 1: Outdoor and Adventure Tourism products need promotion: What are the new marketing tools for mountain destinations?


Keynote and moderation: Mr. Enric López, Director Master "eTourism", CETT Scholl of Tourism, Hospitality & Gastronomy, Barcelona, Spain



  • Mr. Mathias Schattleitner, Managing Director, Tourism Marketing Schladming-Dachstein, Austria
  • Mr. Jordi Ramot, CEO & Founder, Wikiloc - Authentic Outdoor Experiences, Gerona, Spain 
  • Mr. Eric-A. Balet, CEO, Groupe Téléverbier SA, Verbier, Switzerland
  • Mrs. Nathalie Saint-Marcel, Deputy Director, Cluster Montagne, France

Panel discussion and Q/A

To top

13.30 – 15.30 Lunch Break
15.15 – 18.00

SESSION 2: Hosting sport events : A suitable tool to enhance the added value for a destination vs. a cost-intensive exercise with limited return on investment


Keynote and moderationMr. Martí RafelGeneral Manager, Vallnord, Andorra



  • Mr. Alfonso Torreño, Director of Marketing and Sales of Nevasa - Grandvalira, Andorra
  • Mr. Richard Adam, Chief Commercial Officer, Engadin St. Moritz Mountains AG, Switzerland
  • Mr. Martin Gaffuri, Running Marketing Coordinator, SCOTT Sports, Switzerland
  • Mr. Philippe Sudres, Communication Director, Amaury Sport Organisation (ASO), France
  • Mr. Bruno Lalande, Head of Strategy EMEA, REPUCOM, France

Panel discussion and Q/A

To top

18.15 Departure by bus to Naturlandia (altitude 1.600 metres)
19.00 – 22.00 Welcome Dinner at Naturlandia


Thursday, 3 March 2016

09.00 – 10.45

SESSION 3: Positioning of Adventure Tourism in the global marketplace: quality visitor experience and the challenge to define the line between authenticity and artificiality


Introduction and moderation: Ms. Esencan Terzibasoglu, Director, Destination Management and Quality Programme, UNWTO



  • Ms. Eva Stravs-Podlogar, Acting Director General, Tourism and Internationalisation Directorate, Ministry of Economic Development and Technology, Slovenia
  • Mr. Chris Doyle, Executive Director Europe, Adventure Travel Trade Association (ATTA)
  • Mr. Christopher Hinteregger, Kohl & Partner Hotel & Tourism Consulting, Austria
  • Mr. Willy Fux, Consultant, LHM Conseil, Member of Cluster Montagne, France

Panel discussion and Q/A

To top

10.45 – 11:15

Coffee Break
11.15 – 13:00

SESSION 4: How do mountain destinations react to the new customer who represents a healthy and active lifestyle?


Keynote and moderationMr. Miguel Pedregal, General Director of Caldea-Inúu, Andorra



  • Mr. Veikko Halonen, CEO, Vuokatti Sport, Finland
  • Mr. Enric Torres, Director for Products and New Projects, Andorra Turisme
  • Mr. Marcelo Garcia Leyenda, Coordinator of Strategic Projects, Villa La Angostura, Argentina
  • Ms. Imma Jiménez, Director, Andorra Development and Investment Agency

Panel discussion and Q/A

To top

13.00 – 14.30

Lunch Break
14.30 – 16.00

SESSION 5: Athletes as testimonials


Introduction and moderation: Mr. Douglas Pate, The Andorran Business Confederation



  • Mr. Albert Llovera, Rally driver and former alpine skier, Andorra
  • Mr. Ferran Latorre, Mountaineer, traveler and discoverer, Barcelona, Spain
  • Mr. Xavier Florencio, Former professional road bicycle racer and sport director of Team Katusha, Spain
  • Mr. Jean-Philippe Monfort, International Project Manager Cluster Montagne, France

Panel discussion and Q/A

To top

16.00 - 17.45

SESSION 6: Hiking: Re-invention of hiking - an indispensable activity for mountain tourism


Keynote and moderation: Ms. Cathy O’Dowd, Rock climber, mountaineer and author, South Africa



  • Ms. Franziska Thiele, Institute for Tourism and Regional Research, Ostfalia University of Applied Science, Germany
  • Mr. Alfredo Ferreyros, CEO, Explorandes, Peru
  • Mr. Andy Schimeck, CEO, Marmot Mountain Europe, Germany
  • Ms. Catherine Germier-Hamel, CEO & Founder, Millennium Destinations, Republic of Korea/ France

Panel discussion and Q/A

To top

17.45 – 18.00 Presentation of a Global Initiative: The Mountain Partnership
  • Ms. Mia Rowan, Communication and Advocacy Specialist, Mountain Partnership Secretariat, FAO
18.00 - 18:15 Coffee Break
18.15 - 19:00 Technical Conclusions and Closing Ceremony

Technical Conclusions

  • Mr. Christopher Hinteregger, Scientific Director of the Congress

Closing Session

  • Hon. Mr. Josep Miquel Vila, Mayor of Sant Julià de Lòria
  • Hon. Ms. Trini Marín, Mayor of Escaldes Engordany           
  • Mr. Márcio Favilla, UNWTO Executive Director for Operational Programmes and Institutional Relations
  • H.E. Mr. Francesc Camp, Minister of Tourism and Trade of the Principality of Andorra
19.00 - 22.00 Farewell Cocktail / Dinner

Back to the congress webpage

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