After the WEF, the WTF

"World Tourism Forum" Lucerne: New platform for tourism leaders

Lucerne (December 24, 2010). The World Tourism Forum (WTF) is modelled on the World Economic Forum (WEF) in Davos and the ambitions for the "2nd World Tourism Forum" (WTF) in Luzern are just as high. After a successful start in 2009 - though little noticed by the media and the public - the forum now aims to achieve summit status within the international tourism scene. International tourism leaders will meet between 13-15 April 2011 in the Swiss Museum of Transport in Lucerne and will discuss the topic "Re-Think the Travel & Tourism Industry: Real Sustainability, New Players and Intelligent Business Models". hospitalityInside is media partner to the event.

Tourism continues to be the world''s largest and fastest growing industry, one that has a gigantic influence on economies around the globe. Based on estimates by the World Tourism Organization (UNWTO), the number of international arrivals is set to virtually double from 880 million in 2009 to 1.6 billion in 2020. At the same time, tourism is facing a number of major challenges, such as globalisation, demographic shifts, sustainability, price pressures and social media, to mention only a few.

Today, such issues can no longer be solved by the tourism industry alone but call for a joint effort among all players in fields of business, government, science and finance. Lucerne will offer the perfect platform for them. CEOs and top executives will have the opportunity to discuss and arrive at viable solutions to the challenges that lie ahead.

Martin Barth, General Manager WEF observed: For several years, the topic of sustainability in tourism has been a focus of discussions. However, many of the measures taken so far have been made in isolation without fully considering the value chain as a whole. With this in mind, WTF Lucerne 2011 is dedicated to the topic "Re-Think the Travel & Tourism Industry: Real Sustainability, New Players and Intelligent Business Models".

Global thinking required

Small groups will discuss the sustainability aspects of the ecological, economic and social dimensions of tourism and develop new business models. Tim Jackson, Economics Commissioner of the Sustainable Development Commission in the UK, and James Hogan, the CEO of Etihad Airways, will start off by posing the question: "Is prosperity possible without growth?"

Martin Barth.

As an interdisciplinary platform, the Forum offers decision makers in business, government, science and finance an overview of the current topics and trends in the tourism industry. It is the only international platform in which leading decision makers and up-and-coming young talents of the industry have the opportunity to interact as part of the "Next Generation" programme. Kempinski CEO Reto Wittwer will support the focus sessions for talents personally.

The World Tourism Forum Lucerne relies on the support of an international advisory council whose members include Samih Sawiris (Chairman & CEO Orascom Development Holding), Thea Chiesa (Head of Aviation, Travel and Tourism World Economic Forum), Andreas Meyer (CEO of Swiss Federal Railways), Sir David Michels (Deputy Chairman Marks & Spencer Plc., former CEO of Hilton Group) and Geoffrey Lipman (Special Advisor to the Secretary General of UNWTO, Director of greenearth.travel).

WTF Lucerne will be held for the second time at the Swiss Museum of Transport in 2011. The event is organised by Lucerne University of Applied Sciences and Arts. Participation is limited to 200 persons and possible by invitation only. For further information and registration, please visit: www.wtflucerne.org. / red

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