The IPBN’s 4th Annual Tourism Conference will open on Wednesday October 22 at TUMO Portugal with Panel 1: About Authentic Tourism – Managing a Multigenerational & Multicultural Workforce, featuring perspectives on technology, sustainability, cultural intelligence, and leadership from three accomplished voices in the industry.

We are delighted to welcome back two familiar faces to the conference stage: Rita Marques, Programme Director at Porto Business School, former Secretary of State for Tourism, Commerce and Services, and current President of the Livraria Lello Foundation, and Sofia Almeida, Tourism and Hospitality Coordinator at Universidade Europeia. Both have a long-standing connection to the IPBN Tourism Conference—Rita as a panelist last year in the IPBN's Tourism Conference in Porto at the World of Wine, and Universidade Europeia as the very first host of this flagship event in Lisbon.

Rita brings a wealth of international experience and recognition, having served on the Executive Committee of the UNWTO during her tenure as Secretary of State, and earning prestigious awards, including the Leadership Social Impact Award from the World Travel and Tourism Council. With her continued focus on innovation, policy, and community well-being, she remains one of the most influential voices in Portuguese tourism.

Sofia, a PhD in Tourism and seasoned hospitality professional, has over 15 years of experience shaping hotel marketing strategy and now plays a vital role in research and teaching at Universidade Europeia. Her work bridges academia and industry, with research interests spanning hotel branding, digital marketing, and coopetition networks.

Guiding the discussion will be IPBN Board Member Sharon Dehmel, a leadership coach whose global expertise in intercultural communication, innovation, and change management equips her to bring the best out of complex, high-level conversations. Sharon’s background in helping leaders thrive in multicultural, fast-scaling, and remote contexts makes her an ideal moderator for a discussion centered on adaptability and authenticity in tourism today.

Together, this panel will explore how tourism leaders and businesses can adapt to a rapidly changing workforce and market—balancing tradition with innovation, and cultural heritage with global best practices.

Don’t miss this inspiring opening conversation. Register now to join us at the 4th Annual IPBN Tourism Conference.