Program

Registration

Welcome notes
MK Yariv Levin, Minister of Tourism
Mr. Nir Barkat, Mayor of Jerusalem
Mr. Yossi Fatael, Head of Israel Incoming Tour Operators Organization

Coffee break

Tourism in a Turbulent Era

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.

Speakers:
David Scharia, Director, Chief of Branch at CTED, United Nations Security Council
Rolf D. Freitag, CEO of IPK International
Prof. Eli Avraham, University of Haifa

Image Crises, Destinations and Attractions

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.
Speakers:
Ilanit Melchior, Director of Tourism, Jerusalem Development Authority (JDA)
Roy Graff, Managing Director – EMEA, Dragon Trail Interactive
Irfan Önal, Director at Ministry of Culture and Tourism, Turkey - London Office

Panel: from past experiences to future success

Keynote Lecture
Dirk Glaesser, Director, Sustainable Development of Tourism, World Tourism Organization (UNWTO)

Coffee break

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.

Crisis in the Hospitality Industry

Should the hospitality industry’s high exposure to security crises be a major factor in its marketing strategy? How do hotels and resorts communicate peace of mind and a sense of security in an age of security instability?

The hospitality session examines how tourism crises affect reservations on global OTAs, accommodation providers, and how hotel brands should develop a communication plan for building a resilient image and readiness to handle future crises.

Andrew van der Feltz, Senior Director Business Development EMEA & APAC, Expedia

Crisis 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.
Speakers:
Carol McGury, INCON Co-Chair, PCMA Foundation Chair-ElectExecutive Vice President, Event and Education Services, SmithBucklin
Keiko Nishimoto, Kyoto University

Closing Notes