Organized by
In collaboration with
Conference on
Destination Branding:
keys to building
a successful reputation
June 20–21, 2016 · Kyiv, Ukraine

About Conference

Conference on Destination Branding: keys to building a successful reputation is organized by Tourism and Resorts Department of the Ministry of Economic Development and Trade of Ukraine in collaboration with the World Tourism Organization (UNWTO) — a specialized tourism agency of the United Nations. The conference will have the personal involvement by UNWTO Secretary General Mr. Taleb Rifai and speakers from leading international organizations and companies in marketing and branding of countries, cities and tourist destinations.

The first day of the event will take place at Premier Palace Hotel — the master class of Tom Buncle, Managing Director of Yellow Railroad company and author of the UNWTO Handbook on Destination Branding for local authority and government representatives, as well as regional tourism associations with their presentations of regional case studies of destination branding in Ukraine.

The second day of the event will be at the Great Hall in the Club of the Cabinet of Ministers of Ukraine, which will host the conference on “Destination Branding: keys to building a successful reputation.” The conference will have speakers from the World Tourism Organization, the European Travel Commission, tourism administrations and national tourism organizations in Europe, as well as leading global companies — Google, Tripadvisor, Amadeus, Acrobator, Postmen, Minube and others.

The conference will be attended by representatives of ministries, city & regional tourism administrations, city & regional tourism associations, and experts in marketing and branding.

  • Tourism & Resorts Department,
    MEDT of Ukraine
  • World Tourism Organization
  • Google
  • Tripadvisor
  • Amadeus
  • Acrobator
  • Postmen
  • ETC
  • Minube
June 20, Day 1
Premier Palace Hotel, 5-7/29 Shevchenka Blvd / Pushkinska St, Kyiv — map
Event Speakers
10 am — 11:30 am Registration
11 am — 1:30 pm Masterclass on Tourism Destination Branding

The Masterclass will provide insights into:

  • Destination brand vs country brand
  • How to build a tourism destination brand
  • Bringing the brand to life
  • Managing the brand
  • Integrating the brand into the global marketing plan
  • Measuring impact

  • Tom Buncle Managing Director, Yellow Railroad and author of the UNWTO Handbook on Destination Branding
1:30 pm — 2 pm Coffee Break
2 pm — 5 pm Regional Case Studies of Destination Branding in Ukraine

  • Ms. Tatiana MarkovaOdessa
  • Ms. Marta IvanyshynLviv
  • Ms. Yulia ZgurskaKharkiv
  • Mr. Oleksiy MiroshnikovKherson
  • Mr. Denys ManZakarpattya
  • Mr. Nazar YavorskiiTernopil
  • Mr. Sergii Mirnyi, Ms. Ganna RozhkovaChernobyl
  • Mr. Igor OksToka Zatoka
5:30 pm — 7:30 pm Welcome cocktail
June 21, Day 2
Club of the Cabinet of Ministers of Ukraine, 7 Institutska St, Kyiv — map

Conference on Destination Branding: keys to building a successful reputation

Event Speakers (moderators, panelists)
9 am — 10 am Registration
10 am — 11 am Opening Ceremony
  • Ms. Ivanna Klympush-TsyntsadzeVice Prime Minister for Euro-Integration and Euro-Atlantic Integration
  • Mr. Vitali KlitschkoHead, Kyiv City State Administration
  • Ms. Yuliya KlymenkoDeputy Minister of Economic Development and Trade of Ukraine
  • Mr. Volodymyr ShchelkunovPresident, ICC Ukraine
  • Mr. Altai EfendievSecretary General of Organization for Democracy and Economic Development – GUAM
  • Mr. Taleb RifaiSecretary-General, World Tourism Organization (UNWTO)
11 am — 11:30 am Keynote Speech on Global Trends in Tourism Branding
  • Mr. Valeriy PekarNova Kraina (The New Country) Civic Platform
11:30 am — 11:50 am Coffee Break
11:50 am — 1:30 pm Session 1 — The impact of the technological revolution on destination branding

The technological revolution has empowered consumers to be the best brand ambassadors or the worst whistle blowers for any destination. Today, content marketing and the sharing of experiences and opinions drive the image and the reputation of any tourism destination.

This session will discuss what is the real impact of the technological revolution on destination branding, what are consumers looking for and how can public and private sector work to maximize the opportunities of this change in consumers behaviour and media channels.

  • Mr. Tom BuncleYellow Railroad, scene setting & moderation
  • Мr. Eduardo SantanderEuropean Travel Commission, panelist
  • Мr. Dmitriy SholomkoGoogle, panelist
  • Mr. Oleksii MurovtsevAmadeus, panelist
  • Mr. Bas GodskaAcrobator, panelist
  • Mr. Belen CarmonaMinube, panelist
  • Mr. Yaroslav VedmidPostmen, panelist
1:30 pm — 1:45 pm Signing of the MOU between Regions of Ukraine on Establishing of the National Tourism Organization
1:50 pm — 2:20 pm Press Conference
1:30 pm — 3 pm Lunch hosted by PLASKE SA
3 pm — 5:30 pm Session 2 — The changing role of National Tourism Organizations and Destination Management Organizations in building and managing destination brands

The technological revolution, the empowerment of consumers, the natural and manmade risks affecting destinations and the links between national and tourism brands are changing the role of national tourism administrations and destination management organizations.

This session will look into the role of NTOs and DMOs in this changing landscape.

  • Ms. Sandra CarvaoCommunications, UNWTO, scene setting & moderation
  • Mr. Ramazan CokcevikTurkey Ministry of Culture and Tourism, panelist
  • Ms. Vella LeslieMalta Tourism Authority, panelist
  • Ms. Tatiana ZhdanovaBrand House, panelist
  • Mr. Ivan LiptugaTourism & Resorts Department, Ministry of Economic Development and Trade of Ukraine, panelist
  • Mr. Anton TaranenkoKyiv City Administration, panelist
  • Mr. Yuriy FylyukTeple Misto — Ivano-Frankivsk, panelist
5:30 pm — 5:40 pm Conclusions
  • Ms. Sandra CarvaoChief of Communications, UNWTO
5:40 pm — 6 pm Closing Ceremony
  • Mr. Taleb RifaiSecretary-General, UNWTO
  • Mr. Ivan LiptugaDirector, Tourism & Resorts Department, Ministry of Economic Development and Trade of Ukraine
18:30 pm — 9 pm Cocktail reception at Intercontinental Hotel Kyiv

Live

Partners

  • PLASKE
    General partner
    PLASKE SA
  • PLASKE Travel
    Official tour operator
    PLASKE Travel
  • Premier Palace Hotel
    Venue & accommodation partner
    Premier Palace Hotel
  • Premier Palace Hotel
    Accommodation partner
    Hilton Hotel Kyiv
  • 11 Mirrors Hotel
    Accommodation partner
    11 Mirrors Design Hotel
  • Intercontinental Hotel Kyiv
    Cocktail reception & accommodation partner
    Intercontinental Hotel Kyiv
  • Kyiv Convention Visitors Bureau
    Transfer partner
    Kyiv Convention Visitors Bureau
  • Odessa City Counsil Department of Culture and Tourism
    Regional partner
    Odessa City Counsil Department of Culture and Tourism
  • Odessa Tourism Association
    Regional partner
    Odessa Tourism Association
  • Kyiv
    Host city
    Kyiv
  • Transport Journal
    Information partner
    Transport journal
  • Capital Express
    Information partner
    Capital Express informational-business journal
  • UITT
    Event partner
    Ukraine International Travel & Tourism exhibition, UITT
  • UITM
    Event partner
    Ukraine International Travel Market, UITM
  • Ivan Voin Studio
    Design partner
    Ivan Voin Studio

Tourism & Resorts Department Ministry
of Economic Development and Trade of Ukraine
  • +380 44 253-94-81
  • tourism@me.gov.ua
  • 12/2 Grushevskogo St, office 1025, Кyiv, 01008, Ukraine
Made in Ivan Voin Studio, 2016