Barcelona visual
23/09/2022 - 09:00

Conference: “Regenerative Tourism contributing to the wellbeing of the community”

On 23 September 2022, within the framework of the NECSTouR Extraordinary General Assembly Meeting in Barcelona, Spain, Catalonia Tourism Board will host a conference entitled “Regenerative Tourism contributing to the wellbeing of the community”.

  • Register here
  • For more information about our Extraordinary General Assembly Meeting and all the other sessions for the NECSTouR's members only, check here
  • For more information about the Conference, check the summary below and find more information in the event website here



In 2018, the Barcelona Declaration “Better Places to Live Better Places to Visit” was created from the willingness of NECSTouR members to respond to the residents’ concerns about the uses of territorial assets for tourism activity. Since then, local community wellbeing as well as the climate emergency and business innovation are driving the transformation of NECSTouR members' tourism strategies. This is also reflected in their governance models and marketing focus, moving from a sustainable tourism approach to a regenerative, value-driven model.

Considering this important moment of reflection and transformation, Catalonia and NECSTouR organise the Conference “Regenerative Tourism contributing to the wellbeing of the community”. The event will be a day of reflection aiming to inspire, share and learn how tourism destinations and businesses are working towards a “value driven” tourism model wishing to contribute to the wellbeing of the community (society, environment and business), the so called “Regenerative Tourism”. This will offer a source of inspiration and showcase how we can deliver on the targets of the Tourism Transition Pathway.



Venue: La Pedrera – Casa Milà, a unique Gaudi monument a few minutes walk from The One Hotel
Paseo de Gracia, 92, 08008 Barcelona

09:00 – 09:30     Welcome and Registration (in person and streaming)

  • Event Master of Ceremony: Ms. Ivana Miño, Journalist
  • Panels Moderator: Mr. Ulf Sonntag, Managing Director at Institute for Tourism Research in Northern Europe

09:30 – 10:00     Institutional welcome

  • Ms. Yolanda de Aguilar Rosell, NECSTouR Presidency, Secretary General for Tourism, Government of Andalusia
  • Ms. Marie-Hélène Pradines, Head of Tourism Unit at DG GROW, European Commission
  • Mr. Albert Castellanos Maduell, Secretary for Business and Competitiveness, Government of Catalonia

10:00 – 10:30     Inspirational speech on the values behind regenerative tourism

  • Ms. Anna Pollock, Founder of Conscious Travel

10:30 – 10:45     Regenerative tourism in Catalonia

  • Ms. Marta Domènech, Director General of Tourism, Government of Catalonia 

10:45 – 11:10     Coffee Break 

11:10 – 12:20     Panel discussion 1: The wellbeing of the host community, the new mission of the tourism strategies

Teaser by Mrs. Blanca Cros Head of European Projects, Catalan Tourist Board


  • Mr. Vincent Nijs, Chief strategist at Visit Flanders
  • Mr. Jaume Mata, Head of sustainable tourism at Visit Valencia
  • Ms. Maria José Pujol Rojo, Director at Inout Hostel


  • Mr. Tim Fairhurst, Secretary General, European Tourism Association (ETOA)
  • Ms. Gisela Torrents, Environmentalist and Activist

12:20 – 13:45     Panel discussion 2: Transforming the tourism governance for regenerative destinations and business

Teaser by Mr. Damià Serrano, Director of Marketing and Research, Catalan Tourist Board


  • Mr. Hjörtur Smárason, Former CEO of Visit Greenland
  • Ms. Mireia Font i Vidal, Owner of Casa Leonardo


  • Ms. Irene Tarradellas, Manager at Impact Hub Barcelona
  • Ms. Alicia Fajardo, Sustainable Tourism Specialist at Travel Foundation
  • Mr. Jeremie Fosse President & Director at Ecounion

13:45 – 14:45     Lunch

14:45 – 14:50     Inspirational Experience

  • Torres & Earth: our commitment to tackle climate change” - Mr. Miguel Torres, President at Familia Torres winery

14:50 – 16:15     Panel discussion 3: Developing an honest marketing: when business and values are compatible

  • Keynote speech: “European vision, trends and practices on sustainable tourism marketing” - Mr. Eduardo Santander, CEO, European Travel Commission

Teaser by Mrs Silvia, Director of Alliances & Commercial Relations at Catalan Tourist Board


  • Ms. Cat Leaver, Head of Brand & Content at VisitScotland
  • Ms. Angela Bustillo, Chief Marketing at Explorins


  • Ms. Carlota Roset, Director of wine tourism at Familia Torres winery
  • Ms. Mònica Santa Eulàlia, Head of Tourism Model and Research at Catalan Tourist Board

16:15 – 16:35     Take Aways

  • Mr. Olle Jonäng, Senior advisor Västra Götaland Region, representing West Sweden Tourism Board
  • Ms. Elena Ridolfi, Ph.D.Researcher and Academic coordinator of the Master in Sustainable and Responsible Tourism at University CETT-UBCETT-UB
  • Mr. Mario Aymerich, Advisor at Europa Nostra

16:35 – 17:00     Call for Commitment and Closing Remarks

Visual Recording Presentation by Ms. Sandra de Puig, EU Project Manger, Catalan Tourist Board

  • Mr. Vincent Nijs, Chief strategist, Visit Flanders, Executive Vice-President NECSTouR
  • Ms. Ramune Genzbigelyte-Venturi, Policy Officer - Tourism at DG Grow, European Commission
  • Ms Anna Pollock, Founder of Conscious Travel
  • Ms. Marta Domènech, Director General of Tourism, Government of Catalonia 

To close event we will launch a Call for Commitment based on the values for a Regenerative Tourism!


Our event’s sustainability policy

In order to prepare the Regenerative Tourism event, the Catalan Tourist Board has taken into account social and environmental sustainability as two key pillars.

  • Regarding social sustainability:
    • Activities are taken into account to promote the local culture (espardenyes workshop, special visit to “La Pedrera” at night )
    • Gender equality has been keen when planning to ensure pannels that are balanced
    • Catering colaborates with a local association for intelectual diversity
  • Regarding environmental sustainability:
    • We are talking with an external consultancy that will help us measure the carbon footprint of the event
    • We have communicated with the Climate Change Office in Catalunya to compensate the event’s emissions through their compensation program
    • Caterings are asked to not use plastic
    • We asked the restaurant and catering to have a locally produced menu (local producers)
    • We asked the catering providers to adapt the menu so that meat is reduced and more vegetarian options are included
    • The selected place for the conference (La Pedrera) uses biomass
    • Minimum use of plastic is forseen when planning (i.e. cards reciclable)


More for the NECSTouR's members only

This event is organised in the framework of the NECSTouR Extraordinary GA Meeting 2022, gathering to finalise our membership fee model, co-create our new communication strategy, start delivering our Climate Action Plan, and enjoy a number of networking moments.
Find all the information here.