Topics²⁶

The Power of Diversity & Team Development – The Perfect Leadership Team

What do (leadership) teams look like that not only manage change but also actively shape it?

This session is about rethinking teams: Diversity is much more than just a quota for women. What matters most is the diversity of perspectives, experiences, work styles, and personality types. Especially in times of transformation, a shortage of skilled workers, and changing expectations among younger generations, it becomes clear just how important it is to have empathetic, diverse leadership teams.

This presentation explores why empathy is becoming increasingly important in leadership and why a leadership team needs a variety of personalities. The focus is on the question: What are we, as human beings, really like? What personalities, mindsets, and behavioral patterns shape collaboration—and why does this very diversity strengthen a team undergoing change?

In the workshop segment, participants reflect on their own team structure using a personality model. A “spider web” diagram is used to visualize different types and preferences. This fosters a better understanding of one’s own role, of colleagues, and of potential blind spots within the leadership team. Building on this, participants use the “Future Team Canvas” to design their ideal, diverse leadership team for their own organization—complete with fictional role profiles, new ways of working, and clear guidelines for collaboration.

Participants gain a deeper understanding of themselves, of team dynamics, and of the strategic power of diverse leadership. They receive practical tools to not only promote diversity but also to consciously leverage it to build more resilient, empathetic, and future-ready teams.

Why Do We Need More Women in Leadership Roles—and What Will That Really Change?

This session puts existing leadership structures to the test. Male or female leadership—is leadership masculine in nature, and if so, why is that the case?

Together, we’ll explore the invisible barriers that shape careers—and the opportunities that arise when organizations consciously break new ground.

New perspectives on leadership, greater awareness of unconscious patterns—and the first concrete steps toward a sustainable leadership culture in tourism.

How can we achieve true transformation—from an inner mindset to concrete action?

This session combines inspiration, self-reflection, and implementation. In the opening segment, real-world examples from the tourism industry (including Wilder Kaiser and KochArt) offer candid insights into female empowerment in practice—including successes, challenges, and setbacks. This is complemented by key concepts from systemic leadership theory, which illustrate how organizations, teams, and leadership truly function—and why change often fails due to invisible patterns.

Based on this, workshop participants reflect on their own leadership behavior in light of the "Systemic Guiding Principles":

Myself: When do I feel a genuine sense of belonging—and when don't I? Do I take responsibility, or do I shy away from it?

Team: Who doesn't really feel like they belong? Are roles and responsibilities clear?

Organization: What unspoken issues or recurring patterns are hindering development?

This reflection provides clarity—and lays the foundation for the next step: implementation.

In a concise co-creation session, participants will develop concrete approaches for how female leadership in tourism can drive transformation and innovation. Initial ideas will be refined, discussed, and translated into tangible courses of action.

To wrap things up, it becomes a commitment: Each participant defines a specific next step for their own organization or career—guided by the key question: How will others notice that something has changed?

Participants combine a systemic understanding with concrete action. They gain clarity about their own patterns, develop new perspectives on leadership—and leave the session with a clear, actionable next step.

In this session, we'll develop concrete strategies to combat information overload, data chaos, and bureaucracy in your organizations.

“Too Much Input Leads to Inertia: How Organizations Can Think Clearly Again”
Susanne Gregori’s (SECRA) presentation focuses on understanding information overload as a systemic issue and reducing it through simplification, prioritization, and clear data points. In this context, less input does not mean less knowledge, but rather greater clarity: Those who consciously reduce information create space for focus, better decisions, and higher performance.

Next, you’ll work on your own everyday situations using short discussion formats and identify bold decisions: What will you eliminate, simplify, or limit so that you can work with greater focus starting next week? Which sources of information are truly relevant—and which ones primarily consume your attention without providing any real added value? The goal is to consciously reduce input in order to gain more impact, concentration, and energy for what really matters.

There has never been a better opportunity to reposition yourself as an employer. Especially in the tourism, hotel, and restaurant industries, opportunities are emerging for businesses that truly put people first.

Because the game has changed: Guests want quality and authentic experiences. Employees are looking for purpose, growth, recognition, and reliable structures. The good news is that those who understand this will be able to attract talent and remain productive in the long term.

That’s exactly where this session comes in. Together, we’ll develop new perspectives on how you can: become a visible and attractive employer; use recruiting and job boards in a targeted and effective way; design onboarding so that people settle in quickly and grow; use offboarding to maintain relationships and build networks; and recognize employees’ diverse needs and strengths and take them into account in your day-to-day leadership.

Building on the ideas from Lerch Genusswelten and your own examples, you’ll develop practical approaches that you can implement right away in your business.

In this session, we'll explore how digitalization and AI can specifically improve the work of hosts.

Tobias Klöpf’s (PROJECT M) presentation focuses on how organizations can adapt current developments to their structures and processes, thereby laying the groundwork for effective digital transformation. The central question is how digital processes can be developed to increase internal efficiency and manageability while simultaneously creating better services, more relevant offerings, and sustainable interfaces with guests, partners, and businesses. Drawing on proven principles, studies, and successful case studies from destination management organizations and hotel businesses, the presentation demonstrates how digital processes can be established, refined, and successfully implemented. It also highlights the potential that arises when DMOs and the hotel industry collaborate to implement digital services that benefit everyone.

Building on this, we’ll discuss where digitalization and AI bring real added value (e.g., personalization, more efficient processes, faster onboarding through AI-supported knowledge systems) and where you should consciously set limits for your organization (e.g., data protection, AI in correspondence or job applications, expectations for personalized service). In small groups, we’ll apply these considerations to typical areas of responsibility for DMOs and hosts, and assess where AI makes sense, where humans and machines should work together, and where analog solutions are clearly the priority.

In this session, we'll explore how AI can specifically ease the day-to-day workload of entrepreneurs—and where setting smart limits is more beneficial than blind automation.

Friedemann Schütz’s presentation focuses on how AI can be effective not as an isolated, stand-alone solution, but as an approach to redesigning existing processes. The focus is on how AI agents and automation can be integrated into everyday work in a way that addresses the areas where the most time and frustration are currently wasted—such as email workflows, knowledge management, research, or repetitive routines. At the same time, it becomes clear what potential arises when digital sovereignty is taken into account: from GDPR-compliant solutions and self-hosted language models to the question of whether processes can still be understood and controlled after AI has taken over parts of them.

Building on this, we’ll discuss where AI provides real added value and where you should consciously set boundaries for your company—for example, in correspondence with guests, job applications, complaints, or important documents. In small groups, we’ll apply these considerations to specific pain points from your day-to-day operations and develop initial governance rules: Where should AI take over, where should humans remain in the forefront, and how can this be reliably embedded within the team? Everyone will leave the session with an actionable plan for the next six weeks—and a buddy who will help oversee its implementation.

Futures as Prototypes: Using Strategic Foresight to Foster a Mindset for Destination Success.

For many companies, the primary goal seems to be building dashboards, which, however, are often nothing more than digital window dressing. If data is collected but no real decision-making options are derived from it, the potential for growth—and, above all, resilience—falls by the wayside. To act based on data, however, we must first question the organizational structures: Who is actually authorized to implement decisions, and which outdated processes do we need to “do away with” to make room for a true data culture?

We’re shifting our focus away from purely technological solutions and putting people at the center. Strategic foresight helps us overcome the fear of “decision paralysis” and remain capable of taking action despite complex data sets. In this session, you’ll learn—using concrete real-world examples—how to develop a “prototype of the future,” translate scenarios into concrete areas of action, and use backcasting to chart a path from your desired future back to the present. We’ll discuss how Strategic Foresight can be embedded in the organization not as a one-time project, but as an ongoing process.

Many tourism organizations hoard vast amounts of data without actually having control over digital value creation. Furthermore, there is often no clear system of roles, which turns data errors into a tedious search for who is responsible. The constant fear of legal pitfalls must not be allowed to hinder the practical benefits for the company or destination.

We’ll clarify which obligations really matter and how data management and compliance can be handled pragmatically in the midst of a stressful workday. Where exactly is the line between mere administration and real value for the guest?

Traditional search engine clicks are plummeting as travelers increasingly ask their travel questions directly to artificial intelligence systems. Anyone who doesn't appear in these curated AI responses simply remains invisible to the modern traveler.

Instead of mere lists of links, genuine brand trust will be what counts in the future, so that AI will feature your content as the perfect hidden gem.

We’ll discuss strategies and measures—such as credible content, authentic experiences, and new metrics—that will ensure your destination’s long-term success. Work with us to determine how your content can become an indispensable part of every digital solution.

No one visits a tourism website to voluntarily click their way through a chatbot that often fails to provide the desired answer in the end. AI agents are increasingly shaping how guests are inspired. However, if AI merely regurgitates facts and marketing jargon, the implicit knowledge of local people—the genuine “insider know-how” from the tourist information office—becomes the destination’s most valuable asset. It sounds paradoxical: the more digital travel planning becomes, the greater the longing for human interaction and authentic insider tips that you can truly trust.

We’ll explore how your own website can become an indispensable data backbone for AI agents without losing its unique character. How do we feed the algorithms so they can pave the way to our physical meeting places? Join us in discussing the idea that AI isn’t the end, but rather the driving force behind a renaissance of in-person consulting. Together, we’ll explore how you can make the leap from mere information management to becoming a curated, trusted brand that excels where AI (still) falls short: in genuine human enthusiasm.

What really makes young guests tick—and how can we best reach them?

This session explores the expectations, attention spans, and language of Generation 9:16. It will discuss how to strike the right balance between closeness and distance in face-to-face interactions, what kind of wording is effective, and how to make meaningful use of digital tools—somewhere between a digital detox and being “always-on.”

Communicate clearly, make decisions faster, and take action together.

This session focuses on knowledge and network management, clearly defined roles, and respectful, precise internal communication. Together, we will develop solutions to make decisions efficiently, clarify responsibilities, and build resilient and effective teams.

Added Value Instead of Data Paralysis: How Personalization Really Works.

This session will show which data points should be combined in a meaningful way and how this can create real added value for guests, clubs, and loyalty programs.

The discussion will focus on targeted messaging, appropriate wording, and the balance between exclusivity and openness. Real-world examples from destinations illustrate how personalized communication creates added value—without coming across as elitist.

Less stress, more impact with AI as a team support tool.

How can AI agents be used to streamline processes and truly help employees?

This session addresses fears and unrealistic expectations and presents concrete frameworks for the internal use of AI. The focus is on practical applications, useful prompt templates, and the question of how systems can gain acceptance and noticeably simplify day-to-day work.

Arrivals and overnight stays alone are insufficient to reflect a destination’s true success. In this section, we’ll show how a modern understanding of tourism is brought to life through monitoring models such as the Tourism Impact Score (TIS), the Tyrolean Sustainable Tourism Observatory (TYSTO), and the Sustainable Tourism Observatory of South Tyrol (STOST), and how this data can be used as a strategic management tool for destinations.

We explore how DMOs can transition from purely quantitative goals to a holistic management approach that balances environmental, social, and economic impacts, and how these metrics are specifically incorporated into day-to-day operations.

The traditional division of roles between destinations and travelers is no longer viable. To create a sustainable relationship architecture, we need leaders and partners who operate as a closely integrated network. This session focuses on the “architecture” behind the experience.

How do we motivate the drivers of change?

How can we create networks that put the guest at the center while also strengthening the destination’s identity?

Join us in developing new leadership models and forms of collaboration that pave the way for deeper, value-creating connections. A session for everyone who views tourism as relationship-building and who values networks that put the guest at the center while simultaneously enhancing the quality of life for the local population and strengthening the destination’s identity.

The financing of tourism initiatives is on the verge of a major shift. Traditional budgets are reaching their limits, while demands for sustainability and community management are increasing. We analyze best practices such as BremenPay and other participatory systems.

How can such models be applied to our regions?

Together, we will determine what conditions destinations must create so that such models are accepted, implemented, and effective in the long term.

How can a “data graveyard” be turned into a strategic compass?

This session focuses on the practical application of AI-powered forecasting models. We'll explore how algorithms detect patterns that remain invisible to the human eye.

Whether it’s capacity management, pricing strategies, or measuring the future impact of tourism, we highlight which tools are already available today and how artificial intelligence can be used to enhance strategic decision-making in destinations.

This session explores the tension between political guidelines and local needs—a key issue, particularly for regions suffering from overtourism or crowd tourism. While political measures are often rather abstract and designed for the long term, citizens and local stakeholders typically respond more quickly, directly, and pragmatically to on-the-ground challenges. The question is: How can these different approaches be translated into a genuine participatory process that yields tangible results?

Using concrete examples such as the “Ideen.Machen.Tourismus.” dialogue campaign from Mecklenburg-Western Pomerania, the workshop presents ways in which tourism can be shaped in a strategic, socially responsible, and democratic manner. Participants analyze how to define carrying capacities and fairly balance the interests of visitors, residents, and businesses.
The focus is on practical methods such as “Collective Story Harvesting,” which help engage the silent majority and transform protest energy into constructive participation. Participants will discuss whether soft governance tools are sufficient or whether clear political measures are necessary. The goal of the session is to identify ways in which dialogue, participation, and political governance can work together to ensure quality of life and acceptance of tourism in the long term and to counteract potential overtourism.

What happens when the last café in town closes, vacancy rates rise, and towns lose their vibrancy—for both visitors and locals? And what role can a DMO play in this context, when the focus is no longer just on marketing but on actively helping to shape living environments?

This interactive session focuses on precisely this shift in roles: from traditional destination marketing to the DMO as an initiator, enabler—and, in some cases, operator—of restaurants, shops, or gathering places.

The "Schwarzwald.Dorf.Hotel. – Albergo Diffuso" project illustrates how new forms of collaboration can revitalize vacant structures and help reimagine places collectively. At the heart of this is the question: What does it take for such co-creative initiatives to emerge in the first place?

This session begins right here—in what is known as “Phase Zero,” that is, before any concepts are developed. Together, we’ll explore how stakeholders can come together, develop a shared understanding, and take the first steps toward implementation. The focus here is not on the final solution, but on the initial logic of co-creation.

Participants work on specific cases, reflect on their experiences, and use these insights to collaboratively develop a “Phase Zero Canvas2”—a practical tool that helps DMOs launch co-creative processes in a structured way.

A session for anyone who sees tourism as an active part of shaping our living environment—and wants to learn how to get started.

This session shows how stakeholders in the tourism sector can address populist, polarizing, and anti-democratic narratives—and how they themselves can actively contribute to shaping new, unifying narratives.

The focus here is not only on how to respond to heated debates, but also on how narratives arise in the first place, why they are so effective, and at what points they exacerbate social tensions. Especially in times of debates about overtourism, fears of loss, and growing polarization, simplistic narratives—such as those framing the conflict as “locals vs. visitors”—shape perceptions of tourism. While they address real needs, they can simultaneously put pressure on pluralism, the capacity for dialogue, and social cohesion.

This session explores how such narratives can be identified, analyzed, and understood in terms of their impact. A key factor here is a shift in perspective: moving away from a reactive approach to populist rhetoric—toward actively shaping narrative spaces. In interactive workshops, participants will use concrete examples to develop alternative narratives that do not downplay problems, clearly take a stand against anti-democratic tendencies, and at the same time open up new perspectives.

A session for everyone who sees tourism as a space for shaping society—and who wants to play an active role in determining what stories are told about it.

This session demonstrates how monitoring, sentiment analysis, and AI can help identify overtourism early on and proactively manage visitor flows before strain and frustration arise on site.

The focus here is not on technology alone, but on the question: How can data, interpretation, and communication be used to create effective visitor management that both protects the natural habitat and enhances the visitor experience?

The example of Outdooractive illustrates how tourism officials can feed closures, notices, or temporary restrictions into digital systems, which are then immediately reflected in route planning. This creates a form of digital visitor guidance that not only blocks access but also specifically offers attractive alternatives and actively redirects visitor flows.

The session thus explores how monitoring data from sensors or manual reports can be translated into concrete countermeasures—for example, when parking lots are at capacity, trails are overused, or sensitive natural areas need to be protected. The key to this is the interplay between data, infrastructure, digital touchpoints, and the stakeholders involved.

In an interactive workshop format, participants will develop concrete use cases for AI-powered visitor guidance along the visitor journey and explore the actual role AI plays in this process—from background analysis to communication at the point of contact.
A session for anyone who wants to rethink visitor guidance as a dynamic interplay between people, space, and technology.

"We can't offer that digitally—the baby boomers don't want it." Assumptions like this are hard to shake—but do they really reflect reality?

In an opening presentation, Monica Tetzner of Bayern Tourismus Marketing GmbH will provide insights into the 60+ generation and share what Bavaria, as a travel destination, has learned about their needs in terms of communication, service, products, and beyond.

In the interactive session that follows, we will work together to develop concrete strategies for ensuring our long-term appeal as a destination for the older generation—in the context of digitalization and beyond.

In this session, we will work on open cases from the previous three sessions.

In addition, we want to explore how, for example, AI can help with climate impact assessments in a DMO, how collaboration with businesses can be improved, and how AI can support efforts to improve accessibility and other social factors.