WORLD TOURISM FORUM LUCERNE 23 – 24 APRIL 2015, LUCERNE, SWITZERLAND

PERSONAL INVITATION
WORLD TOURISM FORUM LUCERNE
23 – 24 APRIL 2015, LUCERNE, SWITZERLAND
Talents, innovation & sustainable development: walk the talk!
www.wtflucerne.org

CONTENTS
3 WELCOME
4 GUEST COUNTRY
5 KEY FACTS
6 YOUR OPPORTUNITY
7 PROGRAMME
11 SPEAKERS
13 WORKSHOPS
21 BREAKOUT SESSIONS
29 INITIATIVES
36 OPTIONAL PROGRAMME
37 ADVISORY BOARD
38 INFORMATION

WELCOME
TALENTS, INNOVATION & SUSTAINABLE
DEVELOPMENT: WALK THE TALK!
Looking ahead, the world of tomorrow is fast
changing. It is a world where globalisation,
technological advancement, shrinking margins,
demographic realignment and limited resources
have become a ground reality for the travel,
tourism and hospitality industry. Our business
models need to reflect this dynamic landscape.
Since 2009, the World Tourism Forum Lucerne
strives to provide the opportunity to consider
the big picture and debate the significant
high-level factors which will shape the overall
environment in that we operate. Apart from
meaningful coverage and practical solutions,
we will walk the talk and present new business
models, work on an action plan to become
more attractive as an industry, identify and
appraise influential trends, as well as focus on
one of the most important development
challenges of our time – how to attract,
manage and retain talent.
We expect the event to gather hundreds of
thoughtful leaders from around the world
including business heads, ministers, entrepreneurs,
policy-makers, scholars – all who share
a common interest in finding practical solutions
for sustainable development of the travel,
tourism and hospitality industry.
It would be our honour and pleasure if you join
us. We look forward to welcoming you in
Lucerne.
The World Tourism Forum Lucerne is the only
platform where three generations, the public
and private sectors as well as all the different
subsectors of our industry meet in one room
and work together on the future of our industry.
Be prepared to be actively engaged in a series
of lively, high-level and thought-provoking
panel sessions, round table discussions and
workshops. Hear the Queen Mother of Bhutan
present their strategy of sustainable development
in tourism, explore the consequences of a
“Zero Marginal Cost Society” and evaluate the
best start-up companies worldwide.
Reto Wittwer
Chairman of the
Advisory Board
Martin Barth
General Manager
3

GUEST COUNTRY AZERBAIJAN
It is our great honour that Azerbaijan accepted
our invitation to become Guest Country of the
World Tourism Forum Lucerne 2015. The Guest
Country has the great chance to present and
explain to all the participants their strategy
and their development in the travel, tourism
and hospitality industry. Azerbaijan is a country
with a growing interest for international
tourists with a rich cultural heritage. The World
Tourism Forum Lucerne provides a chance
especially for those countries that have a
dynamic development opportunity. We are sure
you will be impressed by Azerbaijan’s drive,
their hospitality and especially their delicious
food.
4

KEY FACTS
FORUM
Start: Thursday, 23 April 2015, 10.15
End: Friday, 24 April 2015, 17.15
TOPIC
Talents, innovation & sustainable development:
walk the talk!
PARTICIPANTS
– CEOs, leaders and experts from business,
government, finance and academia
– Young Professionals accompanied by CEOs
– Outstanding Young Talents from our partner
university network
SPEAKERS
More than 50 speakers from all over the world
SIDE EVENTS
– Think Tank (only with separate invitation):
Wednesday afternoon, 22 April 2015
– Academic Meeting: Wednesday afternoon,
22 April 2015
– Career planning session (for awarded Young
Talents, organised by our Premium Partner
Korn Ferry): Wednesday, 22 April 2015
– Next Generation day (accompanying their
CEO, organised by our Next Generation
Partner Carlson Rezidor Hotel Group):
Wednesday, 22 April 2015
– Industry meets academia: Saturday morning,
25 April 2015
– Optional programme (see page 36)
Tuesday, 21, Wednesday, 22, Saturday, 25
and Sunday, 26 April 2015
NEW VENUE
KKL Luzern, Culture and Convention Centre,
Europaplatz 1, 6002 Lucerne, Switzerland
WORLD TOURISM FORUM LUCERNE IN FIGURES
60+
countries participating
400+
executives, leaders
and experts from the
industry
3
generations of participants
shaping a more sustainable
future of the industry
WORLD TOURISM FORUM LUCERNE
Rösslimatte 48
P.O. Box 2940
6002 Lucerne
Switzerland
Prof Martin Barth, General Manager
T + 41 41 228 99 80
martin.barth@wtflucerne.org
www.wtflucerne.org
5

YOUR OPPORTUNITY
WHY SHOULD I ATTEND AS A CEO?
The World Tourism Forum Lucerne is the
leading Forum for thought leaders and stakeholders
to come together, learn, influence
the path of development and outline next
steps for building a booming travel, tourism
and hospitality sector globally.
Widely recognised as the Davos of the travel,
tourism and hospitality sector, the World
Tourism Forum Lucerne is unique as a
conference bringing together people from
three worlds: top management business icons,
Next Generation leaders and a Young Talent
pool. The World Tourism Forum Lucerne
reaches across global markets, connects the
industry, enables innovations to grow. It
also aims to find solutions to the most critical
challenges facing industry today through
creativity, fresh insights and uninhibited
expression of viewpoints.
hope to have you participate in our new closeddoor
Think Tank for an uncut discussion about
some of the thorniest topics in our industry.
You can also lean back and enjoy meeting a
highly diverse and interesting pool of attendees
to unplug, recharge, and renew yourselves.
WHO ELSE WILL BE THERE?
Attended by some 500 participants including
global CEOs, tycoons, entrepreneurs, upand-comers,
thought leaders, political
decision-makers, academic authorities, and
influential journalists, the World Tourism
Lucerne is an event that will challenge you to
think, collaborate, and better plan a future for
your business and the world at large.
WE WILL BE THERE. WILL YOU?
WHAT SHOULD I EXPECT?
Similar to previous years, the conference
programme will be a combination of content,
powerful speakers and interesting people.
The two day event will feature inspirational
keynote deliveries, expert panels and robust
roundtable discussions led by cross-sector
leaders, interviews with leading Executives as
well as forecasts from top economists. You as
a CEO will be given the tools to attract and
retain talent – your most important resource,
as well as an opportunity to appeal to the young
generation courting a new life philosophy. We
6

PROGRAMME
OPENING SESSION – Thursday, 23 April 2015, 10.15 – 14.30
09.15 Registration open
10.15 – 10.30 OPENING – Reto Wittwer
Chairman of the Advisory Board World Tourism Forum Lucerne
– Prof Martin Barth
General Manager World Tourism Forum Lucerne
10.30 – 10.50 WELCOME Federal Councillor Johann N. Schneider-Ammann
Head of the Federal Department of Economic Affairs,
Education and Research
10.50 – 11.10 KEYNOTE
Sustainable tourism:
the Bhutan walk
11.10 – 11.50 KEYNOTE
How the zero marginal
cost society is changing
the world
Guest of honour:
Her Majesty the Queen Mother Sangay Choden Wangchuck
Her Majesty the Queen Mother of Bhutan
Jeremy Rifkin
Advisor to the European Union, President of the Foundation on
Economic Trends, Washington, D.C.
11.50 – 12.40 PANEL
Facing tomorrow’s
challenges
12.40 – 12.50 AZERBAIJAN AT
WORLD TOURISM
FORUM LUCERNE 2015
– Jeremy Rifkin Advisor to the European Union, President of the
Foundation on Economic Trends, Washington, D.C.
– Representative from China
– Harriet Green CEO Thomas Cook Group (invited)
– Amel Karboul Minister of Tourism Tunisia
– Paul Griffiths CEO Dubai International Airport
Official Representative of the Guest Country Azerbaijan
13.00 – 14.30 LUNCH HOSTED BY AZERBAIJAN
Version of November 2014. See www.wtflucerne.org for an updated programme. 7

PROGRAMME
Thursday afternoon, 23 April 2015, 14.30 – 23.00
14.30 – 15.00 KEYNOTE
How to become irresistible
Kevin Roberts
CEO Saatchi & Saatchi Worldwide
15.00 – 15.15 VIDEOS The future of tourism: Our Young Talents’ perspectives
15.15 – 15.45 ROUND TABLE
Cracking the code on
Talent Management in
the hospitality industry
The list of high profile CEOs invited to attend include:
– Christopher Cowdray CEO Dorchester Collection
– Frank Fiskers President & CEO Scandic Hotels
– Greg Dogan President & CEO Shangri-La Hotels and Resorts
– Jennifer Fox President FRHI Hotels & Resorts and President
Fairmont
– Gerald Lawless President & Group CEO Jumeirah Group
Moderated by: Aradhana Khowala Managing Partner bridge.over
15.45 – 16.30 NETWORKING BREAK
16.30 – 17.30
WORKSHOPS
(choose one
out of six,
details see
pp. 13 – 20)
WORKSHOP 1
WORKSHOP 2
WORKSHOP 3
Global to local – building strong tourism partnerships
powered by Etihad
Mobility goes digital
powered by Europcar
Emerging talent for emerging opportunities
powered by Korn Ferry
WORKSHOP 4
Time to act!
powered by myclimate
WORKSHOP 5
Beyond a room and a meal – managing online ratings at the
destination level
powered by PwC
WORKSHOP 6
Successful strategies for sustainable tourism development
powered by SECO/Swisscontact
17.40 – 18.00 INSPIRATION A sustainable Swiss initiative
18.00 – 18.15 TAKE-HOME MESSAGE Visualiser
19.00 – 23.00 WALK THE TALK COCKTAIL AND GALA DINNER WITH THE YOUNG TALENT AWARD
at the KKL Luzern, Culture and Convention Centre
8 Version
of November 2014. See www.wtflucerne.org for an updated programme.

PROGRAMME
Friday morning, 24 April 2015, 08.30 – 14.00
07.45 – 08.30 COFFEE AND PASTRIES FOR NETWORKING
08.30 – 09.00 KEYNOTE
Simple and effective
09.00 – 09.50 QUESTIONS & ANSWERS
Dialogue with the WTFL
Think Tank on the future of
travel and tourism
Christopher Cederskog
Regional Manager Europe Airbnb
– Dr Michael Frenzel Chairman World Travel & Tourism Council,
President of the Federal Association of the German Tourism
Industry
– Prof Geoffrey Lipman Director Greenearth.travel
– Helena Egan Director industry relations TripAdvisor
– Lars B. Sonderegger Founder and Executive Chairman
Quantonomics
09.50 – 10.30 NETWORKING BREAK
10.30 – 11.45
BREAKOUT
SESSIONS
(choose one
out of five,
details see
pp. 21 – 27)
SESSION A
SESSION B
SESSION C
How to become more attractive for Young Talents
James Hyde, Charles Donkor, Aradhana Khowala
Outbound China: Are we ready for it?
Prof Kaye Chon, Prof Dr Wolfgang Georg Arlt, Mang Chen,
Paul Jones, Daniel Tschudy
E-travel behaviour: How to attract the generation Y
Dr Andreas Liebrich, Nick Hall, Tobias Ragge, Prof Graham Miller
SESSION D
Shopping tourism: Challenges and opportunities
Ian Stazicker, Raphael Gübelin (invited), Manelik Sfez,
Dr Gabby Walters
SESSION E
Diversity: An undiscovered potential for our industry?
Winner of the “Celebrating diversity competition”, Michael Farrell,
Walter Schmid, diversity expert
11.45 – 12.30 INSIGHT
The secret of learning
from other industries
– Sergio Marchionne
CEO Fiat and Chrysler (invited)
– Desirée M. Bollier
CEO Value Retail
12.30 – 14.00 LUNCH
Version of November 2014. See www.wtflucerne.org for an updated programme. 9

PROGRAMME
Friday afternoon, 24 April 2015, 14.00 – 17.15
14.00 – 14.20 KEYNOTE
2020 Shanghai tourism vision
Wen Zhao
Vice Mayor of Shanghai (invited)
14.20 – 14.40 5 X 4 MINUTES OF FAME The 5 nominated Movers&Shapers present their new business
models
14.40 – 15.00 PRESENTATION
Azerbaijan: fast growing
development
Representative from Azerbaijan
15.00 – 15.30 START-UP INNOVATION
AWARD
– Costas Christ CEO Beyond Green Travel and Chairman
of the judges of the WTFL Start-up Innovation Award
– Start-up innovation partners
– 5 Movers&Shapers
15.30 – 16.10 NETWORKING BREAK
16.10 – 16.50 INTERVIEW
Walking the talk
Samih Sawiris
Chairman and CEO Orascom Development together with the
awarded Movers&Shapers
16.50 – 17.00 TAKE-HOME MESSAGE Visualiser
17.00 – 17.10 FAREWELL Reto Wittwer and Martin Barth
17.10 – 18.00 SWISS FAREWELL FONDUE
Since attendance is limited, early registration for the Forum is highly recommended.
If you book until December 19, 2014 we will give you a 15 % early bird discount. Registration at
www.wtflucerne.org/registration
10 Version
of November 2014. See www.wtflucerne.org for an updated programme

SPEAKERS
Guest of honour:
Her Majesty the Queen Mother Sangay Choden
Wangchuck
Her Majesty the Queen Mother of Bhutan
Federal Councillor Johann N. Schneider-Ammann
Head of the Federal Department of Economic
Affairs, Education and Research
Desirée M. Bollier
CEO Value Retail
Christopher Cederskog
Regional Manager Europe Airbnb
Costas Christ
CEO Beyond Green Travel and Chairman of the
judges of the WTFL Start-up Innovation Award
Helena Egan
Director industry relations TripAdvisor
11

Dr Michael Frenzel
Chairman World Travel & Tourism Council,
President of the Federal Association of the
German Tourism Industry
Paul Griffiths
CEO Dubai International Airports
Anita Mendiratta
Lead Consultant CNN
T.A.S.K. Group
Jeremy Rifkin
Bestselling author and President of
the Foundation on Economic Trends,
Washington, D.C.
Kevin Roberts
CEO Saatchi & Saatchi Worldwide
Samih Sawiris
Chairman and CEO Orascom Development
12

WORKSHOPS
THURSDAY AFTERNOON, 23 APRIL 2015,
16.30 – 17.30 (CHOOSE ONE OUT OF SIX)
Our Premium Partners design the workshops
of World Tourism Forum Lucerne and offer you
to choose one session of your interest. The six
workshops give insight to important topics and
get you involved in interesting discussions with
experts. Please find an overview of the six
workshops on the next page.

OVERVIEW
1
2
3
4
5
6
GLOBAL TO LOCAL – BUILDING STRONG TOURISM PARTNERSHIPS
– Christian Schneider CCO Etihad Regional
– Philipp Gmür Chairman Lucerne Tourism (invited)
– Tim Jones General Manager Asia & Strategic Partnerships,
Tourism Australia (invited)
Moderated by: Vijay Poonoosamy Vice President International &
Public Affairs Etihad Airways
MOBILITY GOES DIGITAL
– Thomas Hengstermann Head of Partner & Key Account
Management moovel
– Lluís Figueras Marketing Manager Europcar
Moderated by: Marcus Bernhardt CCO Europcar
EMERGING TALENT FOR EMERGING OPPORTUNITIES
The panel will include senior representatives from the hospitality industry
with a particular focus on Africa and representatives of Korn Ferry.
Moderated by: Arvinder Dhesi Senior Client Partner Korn Ferry
TIME TO ACT!
– Remo Stoffel Owner Priora and Chairman of 7132
– Paul Steele Senior Vice President Member and External Relations IATA
– René Estermann CEO myclimate
Moderated by: Costas Christ CEO Beyond Green Travel
BEYOND A ROOM AND A MEAL – MANAGING ONLINE RATINGS AT THE
DESTINATION LEVEL
The panel will include senior representatives of some of the world’s leading
destinations, as well as members of PwC’s destination management team.
Dr David Ermen Manager, Lodging & Tourism Clients Group PwC
Moderated by: Nicolas Mayer Partner & Industry Leader – Lodging & Tourism
Clients PwC
SUCCESSFUL STRATEGIES FOR SUSTAINABLE TOURISM DEVELOPMENT
– Derek Savy Director Marketing Vanilla Islands Organisation
– Representative of North Caucasus University
– Andreas Dhena Operation Manager DMO Flores
Moderated by: Prof Urs Wagenseil Head of Tourism, Lucerne University
of Applied Sciences and Arts and
Gabriella Crescini Head Partner & Client Relationships, Swisscontact
powered by
powered by
powered by
powered by
powered by
powered by
14 WORKSHOP

GLOBAL TO LOCAL – BUILDING STRONG TOURISM PARTNERSHIPS
More than 3 billion people flew by plane
last year. The demand is growing and changing,
driven by emerging economies and by
travellers in search of new & independent
experiences. This creates new opportunities
to build innovative tourism partnerships
between governments, tourism industry and
airlines to attract visitors and investment.
We will look at best practice partnerships
and challenges posed by the new tourism
economy.
KEY QUESTIONS
– What are we doing well with partnerships
between destinations and airlines?
– What can we do better to connect new
travellers with emerging destinations?
– What barriers do we face and how can we
overcome them?
POWERED BY
SPEAKERS
– Christian Schneider
CCO Etihad Regional
– Philipp Gmür
Chairman Lucerne Tourism (invited)
– Tim Jones
General Manager Asia & Strategic
Partnerships, Tourism Australia (invited)
MODERATED BY
Vijay Poonoosamy
Vice President International &
Public Affairs Etihad Airways
WORKSHOP 1 15

MOBILITY GOES DIGITAL
Mobility will be shaped by numerous revolutions
in the upcoming years; the way we move,
what methods of transportation we choose and
how we gain access to it won’t be the same in
just a few years.
This workshop shall give an insight into drivers,
recent developments and a vision about future
mobility landscape.
KEY QUESTIONS
– What is the mobility market today?
– What will enable future products and how
do they look alike?
– How do mobility products interact in the
future?
POWERED BY
SPEAKERS
– Thomas Hengstermann
Head of Partner & Key Account
Management moovel
– Lluís Figueras
Marketing Manager Europcar
MODERATED BY
Marcus Bernhardt
CCO Europcar
16 WORKSHOP
2

EMERGING TALENT FOR EMERGING OPPORTUNITIES
Today’s business is situated in a complex,
unpredictable environment. The volume, speed
and scale of change is so impactful that it can
derail an organisation’s strategy. How do we
progress and stay competitive in this environment?
By Enterprise Agility.
Enterprise Agility is a company’s ability to
outperform the competition and drive growth
in new, ambiguous situations by learning and
adapting when confronted with unforeseen
circumstances and complex problems.
KEY QUESTIONS
– What makes an organisation agile?
– How agile does an organisation need to be
to pursue its growth strategy?
– Where in the organisation is agility needed?
– How can you drive growth by maximising the
potential of an organisation’s talent?
POWERED BY
SPEAKERS
The panel will include senior representatives
from the hospitality industry with a particular
focus on Africa and representatives of Korn
Ferry.
MODERATED BY
Arvinder Dhesi
Senior Client Partner Korn Ferry
WORKSHOP 3 17

TIME TO ACT!
Climate change is indisputable by one of the
most dangerous threats to our future. Tourism
with all travel related CO 2
emissions is part of
the problem today. But there are effective tools
to make it a part of the solution.
KEY QUESTIONS
– Action for climate protection – business
opportunity or business killer?
– Mandatory or voluntary? How do we get all
the players on the same track?
– How could considerable and concrete
efforts from a whole industry look like?
– What best practices are there for economically
and ecologically successful travel
businesses?
POWERED BY
SPEAKERS
– Remo Stoffel
Owner Priora and Chairman of 7132
– Paul Steele
Senior Vice President Member and
External Relations IATA
– René Estermann
CEO myclimate
MODERATED BY
Costas Christ
CEO Beyond Green Travel
18 WORKSHOP
4

BEYOND A ROOM AND A MEAL – MANAGING ONLINE RATINGS AT THE DESTINATION LEVEL
Online reviews provide an insight into tourists’
satisfaction with individual elements of the
tourist experience within their journey through
a destination. However, the overall experience
is made up of these impressions and even one
bad service encounter can ruin a whole trip.
This is why it is more important than ever for
tourism operators, government agencies, and
other tourism related entities to work together
to design and implement a seamless tourist
journey.
KEY QUESTIONS
– How can tourism operators leverage online
reviews to improve the service experience?
– What is a destinations’ role in influencing
and monitoring online ratings within their
destinations?
– How can a destination enable integration of
service experiences along the tourist’s
journey?
POWERED BY
SPEAKERS
The panel will include senior representatives
of some of the worlds’ leading destinations,
as well as members of PwC’s destination
management team.
Dr David Ermen
Manager, Lodging & Tourism Clients Group
PwC
MODERATED BY
Nicolas Mayer
Partner & Industry Leader - Lodging & Tourism
Clients PwC
WORKSHOP 5 19

SUCCESSFUL STRATEGIES FOR SUSTAINABLE TOURISM DEVELOPMENT
To develop a touristic destination successfully,
not only an attractive ‘must see’ (attraction)
or ‘must do’ (activity) is required, but there is
need of private sector investment, Government
will, workforce skills and populations understanding
and acceptance in order to develop
a sustainable touristic destination that benefits
all.
KEY QUESTIONS
– Can sustainable tourism development take
place without a supporting governmental
strategy?
– Influence on labor skills demands
– How can the population’s benefits be
sustained?
20 WORKSHOP
6
POWERED BY
SPEAKERS
– Derek Savy
Director Marketing Vanilla Islands
Organisation
– Representative
of North Caucasus University
– Andreas Dhena
Operation Manager DMO Flores
MODERATED BY
– Prof Urs Wagenseil
Head of Tourism, Lucerne University of
Applied Sciences and Arts
– Gabriella Crescini
Head Partner & Client Relationships,
Swisscontact

BREAKOUT
SESSIONS
FRIDAY MORNING, 24 APRIL 2015,
10.30 – 11.45 (CHOOSE ONE OUT OF FIVE)
Based on the World Tourism Forum Lucerne
initiatives and activities (see pp. 29 – 35) we
want to look into specific topics and discuss
the opportunities and challenges that lay
ahead with you and experts in the respective
field. Choose one out of five interesting
Breakout Sessions and gain new perspectives
for your own business.

OVERVIEW
A
B
C
D
E
HOW TO BECOME MORE
ATTRACTIVE FOR YOUNG
TALENTS
OUTBOUND CHINA:
ARE WE READY FOR IT?
E-TRAVEL BEHAVIOUR:
HOW TO ATTRACT THE
GENERATION Y
SHOPPING TOURISM –
CHALLENGES AND
OPPORTUNITIES
DIVERSITY: AN UNDIS-
COVERED POTENTIAL
FOR OUR INDUSTRY?
– James Hyde Senior Client Partner Korn Ferry International
– Charles Donkor Partner Human Capital Consulting PwC
– Aradhana Khowala Managing Partner bridge.over
– Prof Kaye Chon Dean of the School of Hotel and Tourism Management,
The Hong Kong Polytechnic University
– Prof Dr Wolfgang Georg Arlt Director China Outbound Tourism Research
Institute
– Mang Chen CEO Caissa Touristic
– Paul Jones CEO LUX* Resorts & Hotels
Moderated by: Daniel Tschudy cross culture consultant
– Dr Andreas Liebrich e-tourism specialist Lucerne University of Applied
Sciences and Arts
– Nick Hall Founder and CEO Digital Tourism Think Tank
– Tobias Ragge CEO HRS
Moderated by: Prof Graham Miller Head of School of Hospitality and Tourism
Management, University of Surrey
– Ian Stazicker Tourism Sales Director Value Retail
– Raphael Gübelin CEO Gübelin Lucerne (invited)
– Manelik Sfez Vice President Corporate Marketing Global Blue
Moderated by: Dr Gabby Walters Lecturer & Tourism Honours Program
Director, University of Queensland
– Winner of the “Celebrating diversity competition”
– Michael Farrell Senior Vice President Human Resources,
The Rezidor Hotel Group
– Diversity expert
Moderated by: Walter Schmid Dean of Lucerne School of Social Work,
Lucerne University of Applied Sciences and Arts
22 BREAKOUT
SESSION

HOW TO BECOME MORE ATTRACTIVE FOR YOUNG TALENTS
We will aim to develop the initiatives and
actions that can be implemented by companies
to respond to the current and emerging
challenge of the hospitality industry of failing
to position it as an attractive and credible
career option for Young Talent.
We will examine the present and debate the
future trends and hope to challenge and
motivate the participants to together arrive at
an action plan that will best bridge the gap
between the perception and reality of Talent
Management in the industry.
KEY QUESTIONS
– How can our industry better market and
profile a career in the industry?
– What policies can bolster confidence
amongst the young workforce?
– How can the industry take the reins with
people management?
SPEAKERS & MODERATORS
– James Hyde
Senior Client Partner Korn Ferry International
– Charles Donkor
Partner Human Capital Consulting PwC
– Aradhana Khowala
Managing Partner bridge.over
BREAKOUT SESSION A 23

OUTBOUND CHINA: ARE WE READY FOR IT?
Mainland Chinese travellers do not only
represent the biggest international tourism
source market, but they also engage in all kinds
of trips, from bespoke luxury travel and MICE
tourism to cheap package tours. The existing
segments of the Chinese outbound market need
to be offered specific products and services
each to satisfy their respective needs and
expectations. In this workshop we will present
insights and best practice examples.
KEY QUESTIONS
– How will China’s outbound tourism develop
in the light of slowing economic growth in
China?
– Which segments of the market should be
targeted and how?
– What are the most important steps to take
to get more and more satisfied Chinese
customers?
24 BREAKOUT
SESSION B
SPEAKERS
– Prof Kaye Chon
Dean of the School of Hotel and Tourism
Management, The Hong Kong Polytechnic
University
– Prof Dr Wolfgang Georg Arlt
Director China Outbound Tourism Research
Institute
– Mang Chen
CEO Caissa Touristic
– Paul Jones
CEO LUX* Resorts & Hotels
MODERATED BY
Daniel Tschudy
Cross culture consultant

E-TRAVEL BEHAVIOUR: HOW TO ATTRACT THE GENERATION Y
Generation Y travellers are demanding users
of mobile services particularly while travelling.
They change their online behaviour fast when
new, convenient devices conquer the market
or if a bandwagon effect starts for a new
social media platform. Leaders in tourism and
hospitality are challenged to keep up with the
pace of the growing group of Generation Y
users.
KEY QUESTIONS
– What do generation Y travellers really want
and like while being online?
– How should key players in tourism react to
the quickly changing needs of these
important future customers?
– What are potential answers of tourism
service providers and intermediaries to turn
Generation Yers into customers or even into
fans?
SPEAKERS
– Dr Andreas Liebrich
e-tourism specialist Lucerne University
of Applied Sciences and Arts
– Nick Hall
Founder and CEO Digital Tourism
Think Tank
– Tobias Ragge
CEO HRS
MODERATED BY
Prof Graham Miller
Head of School of Hospitality and Tourism
Management, University of Surrey
BREAKOUT SESSION C 25

SHOPPING TOURISM – CHALLENGES AND OPPORTUNITIES
Shopping is one of the prime motivations for
travel and a major driver for tourism and
economic development in countries and cities
all over the world. It is therefore important
for destinations to develop an adequate
shopping experience in order to benefit from
this market trend.
KEY QUESTIONS
– What is the influence of shopping tourism
on local economies and creation of jobs?
– How can shopping tourism be integrated in
the destination strategy authentically?
– What are the social and cultural challenges
of shopping tourism?
SPEAKERS
– Ian Stazicker
Tourism Sales Director Value Retail
– Raphael Gübelin
CEO Gübelin Lucerne (invited)
– Manelik Sfez
Vice President Corporate Marketing
Global Blue
MODERATED BY
Dr Gabby Walters
Lecturer & Tourism Honours Program Director,
University of Queensland
26 BREAKOUT
SESSION D

DIVERSITY: AN UNDISCOVERED POTENTIAL FOR OUR INDUSTRY?
It is fact that diversity can have a positive effect
on any business’s bottom line. The concept of
diversity encompasses acceptance and respect
despite individual differences.
In order to stay competitive, the travel, tourism
and hospitality industry needs to aim being
diverse every day. Everybody’s committment
is needed. At the same time, diversity only
works if the whole industry and every single
company involved work together on this issue.
KEY QUESTIONS
– Why is a diverse industry more competitive?
– What does the situation look like in our
industry?
– How could diversity be promoted by the
companies?
SPEAKERS
– Winner
of the “Celebrating diversity competition”
– Michael Farrell
Senior Vice President Human Resources,
The Rezidor Hotel Group
– Diversity expert
MODERATED BY
Walter Schmid
Dean of Lucerne School of Social Work,
Lucerne University of Applied Sciences
and Arts
BREAKOUT SESSION E 27

WORLD
TOURISM
FORUM
LUCERNE
INITIATIVES
The World Tourism Forum Lucerne is more
than a just a Forum. Since 2009, we continuously
developed our activities carefully with
strong partners worldwide. Today, we are
a small but exclusive platform with a network
of famous international universities around
the globe, with a diversity competition, a
new Start-up Innovation Award, a research
with 50 hospitality CEOs how to become more
attractive for Young Talents and an own
representative office in Shanghai. All these
activities and initiatives have the same aim
to shape a more sustainable future of the
travel, tourism and the hospitality industry.
29

TALENT MANAGEMENT
The World Tourism Forum Lucerne is completely
dedicated to Talent Management. One of the
Forum’s big goals is to foster the exchange
between generations within the travel, tourism
and hospitality industry, as well as to sensitise
CEOs to the eminent issue of a talent pipeline.
The Young Talent Programme invites the best
students of our partner universities to join the
Forum. Furthermore, a survey will show the
importance of Talent Management for CEOs
today. Finally, young employees with high
career potential get the chance to accompany
their CEO to the Forum as a Next Generation
participant.
AT THE FORUM THE YOUNG TALENT-
AWARD WILL STAND OUT FOR THE
BEST YOUNG TALENTS OF THE FORUM’S
PARTNER UNIVERSITIES.
30

UNIVERSITY NETWORK
East China Normal University
Shanghai
www.ecnu.edu.cn
Lucerne University of Applied
Sciences and Arts
www.hslu.ch
University of Johannesburg,
South Africa
www.uj.ac.za
Ecole Hôtelière de Lausanne
www.ehl.edu
Mahidol University
www.mahidol.ac.th
University of Queensland,
Australia
www.uq.edu.au
Harz University of Applied
Sciences
www.hs-harz.de
MODUL University Vienna
www.modul.ac.at
University of São Paulo, Brazil
www5.usp.br
Hong Kong Polytechnic
University, China
www.polyu.edu.hk
Sekolah Tinggi Pariwisata
Bandung
www.go.stp-bandung.ac.id
University of Surrey
www.surrey.ac.uk
IMI University Centre, Lucerne
www.imi-luzern.com
Universidad de Monterrey
www.udem.edu.mx
University of Waterloo, Canada
www.uwaterloo.ca
31

DIVERSITY COMPETITION
Next Generation participants are defined as the current rising stars in their companies and
identified leaders of tomorrow. With our partner Carlson Rezidor Hotel Group we launched a
Diversity Competition, where CEOs and their Next Generation participant cooperate as a tandem
and submit a concept to the Forum that fosters diversity and promotes a diverse workforce that
can drive business performance in the hospitality, tourism and leisure industries. The diversity
competition committee will then choose the best concept presented at the Forum.
1
EXCLUSIVE INVITATION TO PARTICIPATE
“Celebrating Diversity Competition” is open only to an exclusive, select list of 12 CEOs.
The CEOs have been carefully chosen from a diverse pool of sub sectors within the
tourism and hospitality sector and in particular for the efforts made to drive changes in
shaping our industry.
2
NOMINATE YOUR NEXT GENERATION PARTICIPANT
Every participating CEO is expected to nominate a Next Generation participant to
represent their company for the “Celebrating Diversity Competition”. In turn, the Next
Generation participants will need to submit their ideas as a concept paper on how to
leverage workplace diversity for improved business performance.
3
SUBMISSION
Next Generation participants are asked to develop an innovative and not yet
implemented, future-oriented diversity concept. To qualify to submit in the Celebrate
Diversity Competition, the idea needs to:
– Be a Diversity related topic
– Have wide appeal and be beneficial for the entire tourism and hospitality industry
– Be directly applicable in different organisations
4
APPLICATION & JURY SELECTION
After developing their idea, participating teams simply need to submit their entry as
a word document of no more than 10,000 words. All submitted recommendations will
be closely reviewed by an internationally appointed high-level jury consisting of top
leaders of World Tourism Forum Lucerne, partner members and leading international
experts on diversity.
5
AT THE FORUM
The CEOs and the Next Generation participant will attend the World Tourism Forum
Lucerne together as a team. Together, we believe you can shape the industry’s agenda,
design new strategies and create a shared vision for the future of tourism.
32

START-UP INNOVATION AWARD
Together with Costas Christ, our international Chairman of the judges, we will screen the world
for innovative and future-oriented start-up companies. Five of them will be invited to the Forum to
present their business ideas. The three best ones will be awarded.
new business models in the travel,
tourism and hospitality industry
100
SUBMISSIONS
20
NOMINATIONS
5PRESENTATIONS
3AWARDS
33

TOP MANAGEMENT AND TALENT POOL RESEARCH
WHY A FOCUS ON TALENT?
It’s clear that the implications for talent
management are profound for the hospitality
industry. This is no time for tinkering at the
edges; the magnitude of the changes underway
mean that a fundamental rethink is
needed.
As a testament to the growing international
importance of talent, for the first time ever,
we are delighted to feature 50 of the biggest,
best and the brightest minds in the hospitality
business and their views on talent attraction,
acquisition, development, management and
evolution and how they innovate in the talent
space in their respective companies. Concurrently,
there will be a survey of the current
employee pool of hotel companies, as well the
prospective employees to better understand
their priorities and expectation from a career
in the hospitality industry.
TOP MANAGEMENT
INTERVIEW
Orchestrate, conduct and
analyse for the first time
ever an in-depth study of
the 50 best and most
dynamic CEOs of hotel
companies globally with a
focus on talent and profile
their vision on the topic.
ACTION
PLAN
The result is a comprehensive
analysis of one of the most
pertinent issues facing
industry – Talent Management.
An action plan drawn up will
converge the viewpoints
of both hotel leaders and the
Next Generation to arrive at
simple action-oriented steps
that can really impact change
and make the hospitality
industry more attractive for
the Next Generation.
NEXT GENERATION
SURVEY
Showcase the viewpoint,
expectations, priorities
and ambition of the Next
Generation and current
employee pool through
an employee survey
across all levels of hotel
companies globally.
34

SHANGHAI VISION 2016
There is a strong partnership between the
World Tourism Forum Lucerne and Shanghai.
Therefore, we opened up a representative
office in August this year thanks to the great
support of the Shanghai Government. Our Chief
Representative of the Greater China Region
is Jianguo Xu. Together with him and our team
in Shanghai we will organise the first World
Tourism Forum Lucerne China summit in
autumn 2016. Furthermore, we will work with
Chinese tourism institutions on white paper
publications about specific tourism topics.
The World Tourism Forum Lucerne will also
consider to collaborate with industry and
academic institutions to offer Talent Management
and leadership development programmes
for China. What an interesting and challenging
development!
35

OPTIONAL PROGRAMME
ALL OPTIONAL PROGRAMMES ARE
AVAILABLE ON:
Tuesday, 21 April 2015
Wednesday, 22 April 2015
Saturday, 25 April 2015
Sunday, 26 April 2015
TOUR IN LUCERNE (09.00 – 14.00)
Lucerne ranks amongst the world’s prettiest
cities, and there is so much to see. René will
take you to an unforgettable tour through
Lucerne: the old town and Luzern’s Landmark,
the Kapellbrücke (Chapel Bridge), the oldest
covered wooden bridge in Europe, the
Löwendenkmal and many other attractions.
René offers daily surprises and history that
will make you feel more like a local and not
as a “tourist”.
CHF 40.00 (incl. lunch, personal guide)
36
SKIING DAY (08.00 – 18.00)
Mount Titlis is part of the Engelberg-Titlis
region, central Switzerland’s biggest skiing
area. The “Top of Central Switzerland” is
famous for its spectacular views and great
skiing, even in late spring. You will be provided
with all the equipment you need, and an
experienced instructor will be there for you
throughout the day.
CHF 90.00 (incl. journey, equipment, skiing
instructor, lunch)
DAY TOUR FROM LUCERNE: UNESCO
BIOSPHERE ENTLEBUCH TOUR (09.00 – 18.00)
This is a fully-guided eco-discovery tour that
showcases authentic Switzerland aboard the
world’s first 100% electric bus. Tour highlights
also inlcude visiting a real Swiss farm,
spectacular Alpine scenery and meeting local
people.
CHF 80.00 (incl. local lunch, personal guide)

ADVISORY BOARD
The Advisory Board ensures that the content of World Tourism Forum Lucerne is of consistently
high quality. The Board’s network, expertise and international composition are of central importance
in maintaining the Forum’s exclusive reputation.
CHAIRMAN
– Reto Wittwer
Chairman of the Advisory Board
MEMBERS
– Adelbert Bütler
Lucerne Tourism
– Markus Bernhard
Group Executive Board – Chief Commercial
Officer, Europcar
– Thea Chiesa
Director, Head of Aviation, Travel and
Tourism Industries, World Economic Forum
– Prof Kaye Chon
Dean, School of Hotel & Tourism
Management at The Hong Kong Polytechnic
University
– Gabriella Crescini
Head of Client and Partner Relationships,
Swisscontact
– René Estermann
CEO, myclimate
– James Hyde
Senior Client Partner, Korn Ferry International
– Ufi Ibrahim
Chief Executive, British Hospitality Association
– Olivier Jankovec
General Manager, Airports Council
International, European Region
– Geoffrey Lipman
President at International Council of Tourism
Partners, Chair greenearth.travel
– Pascal Mathis
Industry Leader, Google
– Nicolas Mayer
Partner, Industry Leader – Lodging & Tourism
Clients, PwC
– Jeannine Pilloud
Head of Passenger Division and member of
the Management Board, Swiss Federal
Railways
– Vijay Poonoosamy
Vice President International & Public Affairs,
Etihad Airways and Chairman, IATA Industry
Affairs Committee
– Carlos Sardinha
Director Europcar Switzerland, Europcar
AMAG Services AG
– Samih Sawiris
Chairman and CEO,
Orascom Development Holding
– Jürg Schmid
Director, Switzerland Tourism
– Richard J. Vogel
CEO, DSR Hotel Holding
37

INFORMATION
DATE / DURATION
Start: Thursday, 23 April 2015, 10.15
End: Friday, 24 April 2015, 17.15
PERSONAL INVITATION
Transfers of personal invitations must be
agreed with the organiser
NUMBER OF ATTENDEES
Limited (500 persons)
NEW VENUE
KKL Luzern, Culture and Convention Centre,
Europaplatz 1, 6002 Lucerne, Switzerland
CONFERENCE LANGUAGE
English
PARTICIPATION FEE (CHF INCL. VAT)
– 1,950 for the whole conference
– 1,300 Thursday only
– 1,200 Friday only
– 950 for the Next Generation programme
candidates when accompanied by a senior
leader (there are no price categories)
This includes: Forum participation, preparatory
information, documentation, ground transportation
(if booked with registration), shuttleservice
within Lucerne, coffee breaks, lunches,
gala dinner on Thursday evening and Swiss
farewell fondue on Friday
Early bird rate (15%) until 19 December 2014
NEXT GENERATION
Candidates for Next Generation must fulfill the
following criteria:
– A minimum of 5 years of experience at a
multinational tourism company
– Younger than 35 years
– Responsible for either several employees or
for a considerable budget
– Candidates accompany a senior leader
working for the same organisation
TRANSPORT
Fly to Zurich (one hour from Lucerne) with our
official carrier Etihad Airways. Once in Switzerland,
we recommend that you use SBB, Swiss
Federal Railways, our official land transport
partner. The ticket you can order for free with
your registration.
DRESS CODE
Business casual
REGISTRATION AND BOOKING FOR HOTEL
Online at www.wtflucerne.org/registration
CLOSING DATE
28 February 2015; early booking is recommended
since the number of participants is limited to
500 persons.
CANCELLATION POLICY
Cancellations received by 28 February 2015
will be fully refunded, less an administration
fee of CHF 200. No refunds will be provided for
cancellations after this date.
38

PARTNERS AND SPONSORS
PREMIUM PARTNERS
FORUM PARTNER
NEXT GENERATION PARTNER
TALENT MANAGEMENT PARTNERS
MOBILITY PARTNER
SUSTAINABILITY PARTNER
VENUE PARTNERS
INTERNATIONAL MEDIA PARTNER
TRADE MEDIA PARTNERS
GUEST COUNTRY: THE REPUBLIC OF AZERBAIJAN SUPPLIER INITIATORS
– Hotel Palace, Lucerne
– The Bürgenstock Selection
– The cantons of Uri, Schwyz,
Nidwalden, Obwalden and
Lucerne
– Lucerne Events
– Lucerne Hotels
– Tourism Forum Lucerne