Published on Tuesday, July 5, 2011

Making people feel guilty will not mainstream sustainable tourism: focusing on benefits may

Both travelism"s advocate Professor Geoffrey Lipman and global carbon Guru Stefan Gossling are to present  at this autumn"s sustainable tourism masterclass.

These are just two of the speakers of global repute announced so far and the event is rapidly becoming a hot ticket item with speakers and attendees from the thought leaders in the sustainable tourism industry.

Food, wine and authentic tourism: Innovative methods to beat the destination marketing squeeze: tourism as a driver to the green economy: wellness tourism: carbon offsetting and conflict challenges are all on agenda.

Stefan Gössling is professor at the Department of Service Management, Lund University, and at the Linnaeus University School of Business and Economics, both Sweden. He is also the research coordinator of the Research Centre for Sustainable Tourism, Western Norway Research Institute.

His recent books include Carbon Management and Tourism, Tourism and Global Environmental Change, Sustainable Tourism Futures Climate Change and Aviation. He has also been a co-author of UNWTO-UNEP-WMO 2008 Tourism and Climate Change: Responding to Global Challenges and a contributing author of the Intergovernmental Panel on Climate Change AR4.

Professor Geoffrey Lipman is MD of Beyond Tourism, Director of, advisor and former Assistant Secretary General UNWTO, former President WTTC and Executive Director IATA, Vice Chair of the World Economic Forum"s GAC for Aviation, Travel & Tourism and contributor to the Sustainable Tourism Report Suite.

The mainstreaming sustainable tourism masterclass this year is to have six key issues presented and discussed.

Innovative methods to beat the current pressure on destination marketing budgets: tourism"s power as a driver to the green economy: food and wine contributing to the authenticity of tourism: wellness and alternative health tourism: carbon offsetting and the carbon market and tourism and the dangers that conflicts present for sustainable tourism are ALL on the agenda

Guaranteed to be a stimulating and intensive event, this year"s Sustainable Tourism Masterclass is to be held in central London on 16 September 2011.

So that all the important subjects packed into the day can be dealt with fully and satisfactorily and leave time for discussions and networking, the 12 hour intensive masterclass will include lunch, supper, and pre and post event information.

Said Valere Tjolle: "It's a critical year for tourism: This key masterclass is about mainstreaming sustainable tourism and making it the major part of tourism's claim to be THE key economic, cultural, social, environmental driver to the coming green economy."

"We won"t do all this by banging on about how guilty people should feel about having a good time in their well-earned rest."

"However by focusing on the cornucopia of delights that sustainable tourism can deliver such as authenticity, fabulous food and wine, warm welcomes, being well and enjoying life, we may  capture the public"s imagination.

"The time has to be very, very ripe for this elevation of tourism in the global scene. Opportunities abound - and we'd all like to be part of this, wouldn't we?"

The fourth yearly top level Masterclass is to be held on 16th September in London in conjunction with Innovation for Sustainable Development Center. The format will be broadly similar to previous successful years events.

The key speakers will introduce each subject and lead the discussions.

The masterclass is kept to a maximum of 25 participants to provide in depth understanding and discussions of this complex and substantial opportunity. The package cost includes full information pack, networking luncheon and supper,: £500 per attendee.

Sustainable Tourism Masterclasses have been held for the last three years and have attracted full houses of attendees and top speakers of global repute.

Speakers have included:  Professor Geoffrey Lipman (Beyond Tourism), Dr Murray Simpson (Oxford University), Dr Stefan Gossling (Lund University), Rachel McCaffery (Virgin Holidays), Vicky Murray (FutureForum), Jonathan Mitchell (Overseas Development Institute), Gopinath Parayil (Nila Foundation) James Whittingham (TUI), Rob Weston (Organismics), Gordon Sillence (Destinet) and JP Bergqvist (Sleepwell)

The masterclass offers the opportunity to network in an extremely informal but information-packed and truly inspirational day.

The event is likely to be popular and early booking is recommended.

Earlybird reservations for this high level key event made by the end of June will qualify for 30% reduction - saving £100. BOOK NOW HERE

Sustainable Tourism Report Suite 2011 is supported by: Discover Ltd, Cape Town Tourism, Change for Tomorrow Ltd., Six Senses Resorts & Spas, Innovation Norway, Virgin Holidays, Association of British Travel Agents, Thomas Cook Ltd., Ogilvy Public Relations

See Sustainable Tourism Masterclass 4th year SPECIAL EARLYBIRD OFFER

Full details of Sustainable Tourism Report Suite 2011, special offers HERE


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