Program Outline

Sunday, October 7

19:00

Welcome Reception

Monday, October 8

08:30

Registration

09:30

Welcome notes

  • MK Yariv Levin

    Minister of Tourism
    Read more
  • Mr. Nir Barkat

    Mayor of Jerusalem
    Read more
  • Mr. Yossi Fatael

    Head of Israel Incoming Tour Operators Organization
    Read more

10:00

Tourism in an Era of Terror and Security Instability

What threats are we facing? How do these threats affect tourism and tourist behavior, and what key marketing tools can be used to protect our image?

The ITSS opening session will provide an up-to-date overview of global security threats and their effect on the tourism industry in OECD countries; the session will examine the role of marketing and public relations in managing proactive communication prior to, during and following a crisis.

  • Alain Dupeyras

    Head of the Regional Development and Tourism Division
    OECD
    Read more
  • Rolf D. Freitag

    CEO
    IPK International
    Read more
  • Prof. Eli Avraham

    Expert in Crisis Communication
    University of Haifa
    Crisis Communication and Destination Image Repair Strategies
    Read more

11:30

Coffee Break

12:00

Keynote Lecture

  • Dirk Glaesser

    Director Sustainable Development Programme
    UN World Tourism Organization (UNWTO)
    Read more

13:00

Lunch

14:00

Crises and the Digital Arena

The digital arena is a critical marketing environment, accompanying travel consumers through dreaming, planning, booking, visiting and sharing. The digital arena session will host the world's leading online organizations, sharing their experience in real-time mitigation of crises and illuminating the digital impact of crises on online consumer behavior, bookings, risk perceptions, sense of security, destination image and social media conversation.

  • Andrew van der Feltz

    Senior Director Business Development EMEA & APAC
    Expedia
    Read more
  • Mor Schlesinger

    Engineering Manager
    Google
    Crisis Response: Saving Lives with Data
    Read more
  • Justin Reid

    Director of Destination Marketing EMEA
    TripAdvisor
    Read more
  • Merav Borenstein

    VP Strategy and Products
    Buzzilla
    Read more

15:30

Coffee Break

16:00

From Past Experiences to Future Success

Panel

20:00

Jerusalem Night Tour

Tuesday, October 9

09:00

Meetup

09:30

Image Crises in Tourism Destinations

How are destinations marketed effectively in turbulent times? What is the best marketing recovery approach? The destinations and attractions session will focus on the real-life experience of Turkey and Jerusalem in facing security crises, and the methods employed for effective and speedy recovery. The session will also look into the Chinese market responds to crises.

  • Ilanit Melchior

    Director
    Tourism Jerusalem Development Authority (JDA)
    Read more
  • Michael Goldsmith

    VP of Marketing
    Las Vegas Convention and Visitors Authority
    It Can Happen Anywhere - Las Vegas and 1 October
    Read more
  • Roy Graff

    Managing Director, Europe, Africa and Middle East (EMEA)
    Dragon Trail Interactive
    Read more
  • Irfan Önal

    Director General for Tourism Promotion
    Ministry of Culture and Tourism, Republic of Turkey
    Read more

11:00

Coffee Break

11:30

Keynote Lecture

  • Matthew Finn

    Managing Director
    Augmentiq
    Read more

12:30

Lunch

13:30

Public Relations and Recovery Marketing

What are the most effective PR strategies for recovering from a crisis? How to communicate with the media following a security incident? And how to speed up recovery? The public relations session will host some of the leading PR professionals in travel and tourism to discuss image recovery tactics, sending counter-messages to create a sense of security, re-framing media coverage, and social media as a powerful tool for battling stereotypes and altering a negative image.

  • Ulrich Proeschel

    VP Business Development
    TBWA Europe
    Read more

15:00

Coffee Break

15:30

Threats and Resilience in the Mice Industry

How has the MICE industry changed its marketing strategy following the recent security events? What event destinations are affected? The MICE session is devoted to PCOs and MICE professionals' reaction to crises and security threats. The session will also include a special focus on the unique experience of Japan Convention Services following the Fukushima nuclear disaster in 2011.

  • Carol McGury

    INCON Co-Chair, PCMA Foundation Chair-Elect
    Executive Vice President, Event and Education Services, SmithBucklin
    Read more
  • Keiko Nishimoto

    Kyoto University
    Risk Management in Meeting Industry: Case Study of Triple Disasters 2011 in Japan
    Read more
  • Barbara Calderwood

    Divisional Director Associations
    MCI UK / IAPCO Council
    Read more

17:00

Concluding Insights: Marketing for the Unexpected

  • Eran Ketter

    Senior Trainer and Advisor in Tourism Marketing
    Read more

MK Yariv Levin

Minister of Tourism

Mr. Nir Barkat

Mayor of Jerusalem

Mr. Yossi Fatael

Head of Israel Incoming Tour Operators Organization

Matthew Finn

Managing Director
Augmentiq

Dirk Glaesser

Director Sustainable Development Programme
UN World Tourism Organization (UNWTO)

Bio

Dirk Glaesser is Director for Sustainable Development of Tourism Department at the World Tourism Organization (UNWTO). The department deals with the different challenges and opportunities of tourism development, among them environment and planning, investment and finance, risk and crisis management. He supervises the Consulting Unit on Biodiversity and Tourism of the Organization based in Bonn, Germany.

Dr. Glaesser obtained his Ph.D. from the University of Lüneburg, Germany and won the ITB scientific award for his work on Crisis Management. He is the author of a number of publications which have been widely translated.

David Scharia

Director, Chief of Branch at CTED
United Nations Security Council

Alain Dupeyras

Head of the Regional Development and Tourism Division
OECD

Bio

As Head of the Regional Development and Tourism Division in the OECD (Organisation for Economic Co-operation and Development) Centre for Entrepreneurship, SMEs, Regions and Cities, Alain Dupeyras oversees OECD work on tourism, on rural policies and on other regional and territorial issues. Alain works closely with Members and Partners, the private sector and other international organisations to develop policies that address major challenges in all these policy areas. The Tourism Committee, the Regional Development Policy Committee, and the Working Party on Rural Policy are key OECD fora to assist governments in the assessment and improvement of these policies. Through the Working Party on Tourism Statistics, Alain also contributes to an improved measurement and analysis of tourism services.

Rolf D. Freitag

CEO
IPK International

Prof. Eli Avraham

Expert in Crisis Communication
University of Haifa

Bio

Professor Eli Avraham teaches in the Department of Communication at the University of Haifa in Israel. Prof. Avraham is the author/co-author of a number of books including “Media Strategies for Marketing Places in Crisis and Improving the Image of Cities, Countries and Tourist Destinations” (Elsevier, 2008) and “Marketing Tourism for Developing Countries: Battling stereotypes and crises in Asia, Africa and the Middle East” (2016, Palgrave-McMillian). His research interests include public relations and marketing strategies, marketing places, nation branding, advertising, image repair, and crisis communication.

Lecture title

Crisis Communication and Destination Image Repair Strategies

Abstract

Over the past two decades, tourism crises have become a familiar problem for a growing list of countries, regions and cities. Strong tourism brands and popular tourist destinations such as Paris, New York, London, Cairo and Madrid have suffered from terror attacks, demonstrations and riots. In the age of the World Wide Web, new media, global TV networks and the global economy, tourism crises are widely covered in the international media and mentioned in the new media.  They can empty out hotels, cancel flights and leave tourist attractions deserted overnight. The goal of the presentation is to show the relations between crisis management and crisis communication management, and to demonstrate how marketers all over the world use recovering marketing and image repair strategies in order to promote their destinations’ perception as “safe” for visit, during and after crises.

Ilanit Melchior

Director
Tourism Jerusalem Development Authority (JDA)

Bio

Mrs. Ilanit Melchior is the Director of Tourism for the Jerusalem Development Authority (JDA). The JDA is responsible for economic progress and development of the city, a key part of which is tourism that represents an economic engine of growth across the different socio-economic groups in Jerusalem.

As Director of Tourism, Ilanit oversees the strategic development and implementation of the national and international projects aimed at promoting tourism in Jerusalem, including the development of new hotels, conservation and preservation projects, tourism products, and the newly launched Jerusalem Conventions and Visitors Bureau, offering logistical support and financial incentives to conference organizers.

Michael Goldsmith

VP of Marketing
Las Vegas Convention and Visitors Authority

Bio

Michael Goldsmith is the Vice President of Marketing for the Las Vegas Convention and Visitors Authority (LVCVA). The LVCVA is the destination marketing organization for Las Vegas and Southern Nevada, and its mission centers on attracting domestic and international visitors by promoting the destination as the world’s most desirable destination for leisure and business travel.  The LVCVA also owns and operates the Las Vegas Convention Centre.

In his current role, Mr. Goldsmith is responsible for directing the efforts of the LVCVA’s 15 international offices on 5 continents.  He oversees International Sales and Public Relations, Airline Development, Digital Engagement, Sports Marketing and Special Events efforts for the LVCVA.

Prior to joining the LVCVA in 2000, Michael held a variety of management positions at resort properties including The Mirage, Aladdin Resort, and Riviera Hotel & Casino. He began his professional career as a travel coordinator at Group Travel Specialists in Tucson, Arizona in 1985, and later progressed to positions at America West Airlines in Phoenix and the Boulders Resort in Scottsdale, prior to relocating to Las Vegas in 1991. 

Mr. Goldsmith holds a bachelor’s degree in Political Science and History from the University of Arizona in Tucson, Arizona.

He is active in many industry organizations, currently serving on the International Board of Directors for the Pacific Asia Travel Association, the Global Development Committee for Brand USA, and the Global Leadership Committee for Destinations International.

Lecture title

It Can Happen Anywhere - Las Vegas and 1 October

Abstract

When a tourism destination suffers an unimaginable event, how do you respond? How do you strike the right tone with your customers and your community, and ensure all communications protect your brand?  Hear how Las Vegas managed its destination messaging after the events of 1 October, the largest mass shooting in American history and how its loyal brand advocates became some of its most vocal and visible pillars of brand strength.

Roy Graff

Managing Director, Europe, Africa and Middle East (EMEA)
Dragon Trail Interactive

Bio

Roy Graff brings over 20 years of experience working in and with China in the tourism, hospitality, luxury retail and digital marketing sectors. Roy is the author of the 2015 book, China, the Future of Travel, and frequently speaks at leading travel and tourism conferences. Roy has provided strategic advice and market entry support to some of the world’s leading travel organisations, including Skyscanner, VisitBritain, PromPeru and Eurostar. In the early 2000s, he spearheaded Gullivers Travel Associates’ development of the independent travel business in China in the early days of Chinese outbound tourism.

Irfan Önal

Director General for Tourism Promotion
Ministry of Culture and Tourism, Republic of Turkey

Bio

Irfan Önal, born in 1971 in Izmir, studied Public Administration at Ankara University and graduated in 1994. In 1995 Önal was appointed as Assistant Inspector of the Ministry of Culture and in 2006 Önal was appointed as Head Inspector at the Ministry of Culture and Tourısm. In 2007, Önal became the Culture and Tourism Attache to London. Önal has been Director General of Promotion fort he Ministry of Culture and Tourism of Turkish Republic. Önal is married with one child.

Ulrich Proeschel

VP Business Development
TBWA Europe

Bio

Ulrich initiates new client partnerships. He believes passionately that client-agency relationships can achieve stunning success if they are built on strong foundations. That means creating tailor-made teams using all the capabilities the agency has to offer; whether blending local and global talent or giving a strong local team access to worldwide resources. By listening, understanding and shaping the pitch process, Ulrich helps to assemble customized solutions that enable brands to play a formative role in contemporary culture.

He began his career with Mercedes-Benz in Stuttgart. Prior to joining TBWA 15 years ago he worked as Director of Marketing and Communications for Razorfish.

During his time at TBWA he has become an ambassador for the agency’s core theory of Disruption. He comments: “Disruption turns the ‘we are hoping for growth’ attitude into an active ‘we create business’ process. It is a simple, intuitive idea that has delivered proven success over many years. I’m confident that the brands practicing Disruption today are those that will be the most sustainable in the future.”

When he’s not traveling the world for business and pleasure, he’s looking for new additions to his photography collection. He is based in Berlin and is inspired by stories from across the globe or the end of his street.

Andrew van der Feltz

Senior Director Business Development EMEA & APAC
Expedia

Bio

As senior director for the Europe, Middle East and Africa region at Expedia Media Solutions, Andrew van der Feltz drives business development and sales for the growing display advertising space. His team works closely with agencies, destination marketing organizations, hotel and airline partners in the region. Prior to joining Expedia, Andy was the Director of Business Development & Operations at the Netherlands Board of Tourism & Conventions (NBTC) since April 2011. Prior to this, he also worked at NBTC in the London office as country manager for the UK and Ireland. He started his career at NBTC as marketing manager, after his role as an international marketing manager at VisitScotland. Andy studied Marketing and French in Scotland, continued his postdoc education at the Institute of Marketing in Edinburgh, and attended the Executive Educational Programme in General Management at the London Business School.

Mor Schlesinger

Engineering Manager
Google

Bio

Mor Schlesinger started her high-tech career at the age of 17, and spent more than 25 years in a variety of roles as a software engineer, entrepreneur and a senior executive in the mobile, Internet, engineering and defense industries. Mor is an Engineering Manager at Google, working on Crisis Response in Search, and focusing on getting people the right information at the times they need it most. In her most recent role she served as Vice President of Engineering at Quixey, a mobile technology company focused on providing users with easy access and engagement with the content and functionalities within apps. In this role, Mor established the Israeli office and led the engineering team at Quixey Israel. Prior to Quixey, Mor spent time at SharedBook (as its VP R&D and co-founder), Vigil, Technomatix/Siemens, IBM and she also served as an officer in the IDF intelligence corps.

Mor holds a BSc cum laude in mathematics and computer science from Tel Aviv University and MSc cum laude in computer science.

Throughout the years Mor has been actively volunteering with women empowerment and diversity, initiating mentoring programs, consulting and public speaking.

Lecture title

Crisis Response: Saving Lives with Data

Abstract

Natural disasters and other crisis events are incredibly dynamic, noisy situations. People have to make extremely stressful decisions with too little – or sometimes worse – too much information.

Our mission in Google Crisis Response is to save lives and prevent suffering by providing people with critical information when they need it most. We aim to help everyone make better decisions in emergencies with credible, actionable information; enabling them to contribute and exchange situational knowledge.

This lecture will focus on the Crisis Response problem domain: what can we do and how can we use data to save lives and prevent suffering. It's our responsibility, especially in times of crisis, to make the key information more accessible and useful.

Justin Reid

Director of Destination Marketing EMEA
TripAdvisor

Merav Borenstein

VP Strategy and Products
Buzzilla

Carol McGury

INCON Co-Chair, PCMA Foundation Chair-Elect
Executive Vice President, Event and Education Services, SmithBucklin

Bio

Carol McGury serves as executive vice president, Event and Education Services of SmithBucklin, the association management and services company more organizations turn to than any other.

She oversees the Event Services team and all of the company’s convention, trade show and event management service offerings, and is charged with upholding and improving SmithBucklin’s high standard of productivity and performance, and leveraging the company’s unmatched purchasing power. In addition, she oversees the Education & Learning Services team that provides the resources and capabilities needed to manage new product/program development, education strategy and planning, content management and delivery, and program evaluation.

The client organizations’ events the team serves have regularly been named to the Trade Show Executive Gold 100 List, the Trade Show News Network’s Top 50 Fastest-Growing Trade Shows List and the Trade Show News Network’s Top 250 Trade Shows List. SmithBucklin also was named by Trade Show Executive as one of the “Companies to Watch in 2016.” Carol was inducted in the BizBash Hall of Fame in 2016.

Carol joined SmithBucklin in 1988 and during her tenure has served all three SmithBucklin industry practices (Business + Trade, Healthcare + Scientific, and Technology). She has served as chief staff executive of the Independent Oracle Users Group, SHARE (an IBM Users Group), the Joint Users of Siemens Technology (JUST-US) and several other technology associations focused on HP, Microsoft and CA user communities. She also served as the strategic account director for PTC (Parametric Technology Corporation), supporting its global event strategy and expanded North American Community Event.

As a career mentor and coach, she has dedicated herself to developing SmithBucklin talent at all levels. Carol’s broad association experience, passion for working with volunteer-driven organizations, and her strong business acumen and relationship management skills have helped develop SmithBucklin’s expertise in growing and launching client organizations.

Carol serves as Chair-Elect on the PCMA Education Foundation. She also serves on the Marriott Hotel Advisory Board and Anaheim Advisory Board, and she is co-chair of INCON (an international partnership of association and event management companies).

She holds a Bachelor of Arts in communications with a minor in business from St. Xavier University and a master’s degree in public service administration from DePaul University. She is also a graduate of SmithBucklin’s Leadership Learning Forum.

Keiko Nishimoto

Kyoto University

Bio

Keiko Nishimoto, CMP, MBA, has 18 years of professional experience in meeting management, and is now a PhD candidate at Kyoto University Graduate School of Management. Keiko is well known for her risk management skills. She serves as a deputy chair of International Congress and Convention Association (ICCA) Asia Pacific chapter (2016-2017, 2018-2019).

Lecture title

Risk Management in Meeting Industry: Case Study of Triple Disasters 2011 in Japan

Abstract

The value of international association meetings has often been explained as the economic impact, while there are other important benefits such as politic effects, socio-cultural effects and tourism effects. The author is now working to establish the evaluation model on overall value of international association meetings to the destination, not limited to the economic effects. The purpose of this study is to help destination marketing organizations (DMOs) to demonstrate the value of meetings, when they try to obtain supports from various stakeholders. As a part of the research,  a case study will be presented when Japan’s inbound tourism was severely struck by triple disasters in 2011. This case study clarifies that the international meetings are insusceptible by external factors when comparing with general tourism, and has potential to be game changers in such critical situation.

Barbara Calderwood

Divisional Director Associations
MCI UK / IAPCO Council

Eran Ketter

Senior Trainer and Advisor in Tourism Marketing

Abstract

Eran Ketter (PhD) is a senior trainer, advisor and keynote speaker in tourism recovery marketing, a researcher and the co-author of the world-renowned books: "Tourism marketing for Developing Countries" (Palgrave Macmillan, 2016), "Marketing the Impossible" (SPH, 2012) and “Media Strategies for Marketing Places in Crisis” (Elsevier-BH, 2008).

His vast practical experience includes training, research and consulting projects for the OECD, Israeli Ministry of Economy, Philippines Tourism Promotion Board, Tanzania National Park Association, Nigeria Tourism Development Corporation, Kenya Tourism Board, Rwanda Development Board, Ethiopian Ministry of Telecommunication and others.

Currently, Eran serves as a special marketing advisor for the Israeli Ministry of Tourism.