4th Edition - IPBN Tourism Conference

The IPBN was pleased to announce the 4th Annual Tourism Conference, taking place in Lisbon at the TUMO Lisboa (Unicorn Factory) on Wednesday, October 22 from 09:00 to 13:00, followed by a light lunch and Portuguese wine tasting.

This year’s theme, “Searching for Authentic Experience: Responding to a More Environmentally Conscious and Discerning Audience,” explored the evolving expectations of Millennial and Gen Z travellers—and how tourism, hospitality, and related sectors must innovate in response.

In keeping with the IPBN’s commitment to forward-looking conversations and sustainable business practices, the conference examined the intersection of tourism, ESG imperatives with new customer behaviour.

• The first session featured academic insights from IPBN partners, including Porto Business School Tourism Hub and Universidade Europeia. These experts shared their perspectives on the shifting values of today’s travellers and their implications for the future of work in tourism.

• A panel discussion followed, focusing on how these new trends are reshaping the hospitality industry.
   
• The second half of the morning spotlighted real-world case studies from the wine industry and other tourism experiences, demonstrating how businesses are adapting their models to align with new expectations.
   
• We were also delighted to welcome the ART&TUR International Film Festival, which present selected award-winning tourism films as part of the program.

We were proud to bring together voices from across our network, including IPBN academic partners, business members, the IPBN Chair, and Board members.

Special thanks to our Executive Partners and our sponsors Brookes Property Group and Swissquote Bank Europe for their invaluable support and to our venue partner for hosting this important event. We were delighted to count on the presence of H.E.Alma Ní Choigligh. Ambassador of Ireland to Portugal.

We explored how the tourism sector in Ireland and Portugal is responding to a changing world—one authentic experience at a time.

You can find the video of the conference on the IPBN YouTube Channel here. 

Programme 

0830      Registration and Welcome coffee

0910      Welcome Statement - Geoffrey Graham, Chair of the IPBN and H.E.Alma Ní Choigligh. Ambassador of Ireland to Portugal

0935      Opening Statement - Philip Button - IPBN Executive Partner Brookes Property Group and Sponsor of the confernece

0945      Panel 1 - About Authentic Tourism - Managing a multigenerational & multicultural workforce, tech/environmental and cultural savvy with special guest speakers from IPBN Academic Partners:

• Rita Marques, Programme Director PBS & Champion of the Innovation Tourism Hub, Former Secretary of State for Tourism, Commerce and Services 
• Sofia Almeida,Tourism and Hospitality Coordinator, Universidade Europeia 
• Sharon Dehmel, IPBN Board Member – Moderator

1015      Panel 2 –- Responses of the new trends from the business & Hospitality point of view with IPBN partner and special guest:

• Roberto Antunes , NEST Innovation Tourism Centre  
• Francisco Dias, President ART&TUR International Tourism Film Festival & Editor-in-Chief of EJTHR - European Journal of Tourism, Hospitality and Research 
• Susan Cabeceiras, IPBN Board Member 

1045      Special guest – Francisco Dias, President ART&TUR International Tourism Film Festival – Uptake & Winners 

1100     Sponsors introduction – 3min Pitch each

1115      Coffee Break

1145       Panel 3 - A conversation around Innovation & Adaptation & real authentic experience in the Hospitality sector from IPBN members :

• Alex Hutkoff, historic stone house in Portugal’s Douro Valley 
• Edmundo de Alarcão Ferreira, Operations Manager PURUS, a boutique hospitality group based in Coimbra 
• Renato Calvão, CEO & Founder at SEE Countries - Travel Experience
• Ellis Dixon, IPBN Content & Marketing Manager – Moderator 

1215      Panel 4 – A Conversation around Innovation & Adaptation & offering a real authentic experience from the wine industry with special guests and IPBN members:

• João Claro, BREW & GLU Glu Wine Festivals Coimbra 
• Joerg Lewerenz, Quinta da Corrieira 
• Petra Bakker, Vidavinho 
• John Paul Prior, IPBN Board Member – Moderator 

1300      Networking lunch with wine tasting experience with Petra Bakker - Vidavinho

1400      End