Regenerative Tourism contributing to the wellbeing of the community logo

General Information

Join the Regenerative Tourism: contributing to the wellbeing of the community conference


Catalonia and NECSTouR are facilitating a day of reflection aiming to inspire, share and learn how tourism destinations and businesses are working towards a “value driven” tourism model which contributes to the wellbeing of the community (society, environment and business), while also contributing to the European Commission's recently released Tourism Transition Pathways.



The 23rd of September 2022 from 09h00 to 17h00.



At the Pedrera-Casa Milà (Barcelona) 

La Pedrera-Casa Milà




9:00 – 9:30       Welcome and Registration (in person and streaming)

Event Master of Ceremony: Mrs. Ivana Miño, Journalist

Moderator: Mr. Ulf Sonntag, Managing Director at Institute for Tourism Research in Northern Europe


9:30 – 10:00     Institutional welcome


10:00 – 10:30   Inspirational speech: The values behind regenerative tourism


10:30 – 10:45   Regenerative tourism in 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




12:20– 13:45 Panel discussion 2:

Transforming the governance for regenerative tourism destinations and business

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




13:45 – 14:45 Lunch


14:45 – 14:50Inspirational Experience         

 “Torres & Earth: our commitment to tackle climate change” 


14:50 – 16:15   Panel discussion 3:

Developing a honest marketing: when business and values are compatible

Keynote speech: “European vision, trends and practices on sustainable tourism marketing”

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




16:15 – 16:35 Take aways


16:35 – 17:00   Call for Commitment and closing remarks

Visual Recording Presentation

Call for commitment and closing remarks



Mario Aymerich
Mario Aymerich
Europa Nostra
Master-level studies in Civil Engineering and post-graduate/high-level courses in Transport & Urban ...
Angela Bustillo
Angela Bustillo
Co Founder & CMO
Having a background in advertising and marketing, Angela is thrilled by ideas how storytelling combi...
Albert Castellanos i Maduell
Albert Castellanos i Maduell
Generalitat de Catalunya
Secretary of Business and Competitiveness of the Ministry of Business and Labour
Graduated in Economics from the Pompeu Fabra University (UPF) and Master in Public Economics from th...
Yolanda de Aguilar Rosell
Yolanda de Aguilar Rosell
Gobierno de Andalucía
NECSTouR Presidency, Secretary General for Tourism, Government of Andalusia
Born in Jaén (1965), she holds a degree in Law from the University of Córdoba, a Master's degree i...
Marta Domènech i Tomàs
Marta Domènech i Tomàs
Generalitat de Catalunya
Director general of Tourism
Currently director general of Tourism of the Govern of Catalonia, member of the board of directors o...
Tim Fairhurst
Tim Fairhurst
European Tourism Association (ETOA)
Secretary General
The European Tourism Association (ETOA) is a Brussels-based non-profit organisation whose members in...
Alicia Fajardo
Alicia Fajardo
The Travel Foundation
Sustainable Tourism Specialist
Alicia Fajardo is a Tourism Expert, having worked in the tourism sector for more than 15 years, with...
Mireia Font i Vidal
Mireia Font i Vidal
Casa rural Casa Leonardo
Archaeological academic and professional training, owner of a rural house at the entrance of the Val...
Jérémie Fosse
Jérémie Fosse
Co-funder & President
Jérémie Fosse is an international expert on sustainable development with a specific focus on green...
Ramune Genzbigelyte Venturi
Ramune Genzbigelyte Venturi
European Commission
Policy Officer - Tourism - DG Grow
Olle Jonäng
Olle Jonäng
Region Västra Götaland, Sweden
Senior advisor
Olle Jonäng is Senior Advisor at Region Västra Götaland, Sweden. He is mainly working with region...
Cat Leaver
Cat Leaver
Head of Brand & Content
With almost a decade’s agency experience before moving into the public sector, where she worked ac...
Jaume Mata
Jaume Mata
Visit València Foundation
Head of sustainable tourism
Jaume Mata is the Head of sustainable tourism at Visit València Foundation (the city’s DMO), wher...
Ivana Miño
Ivana Miño
Master of Ceremony
Master of Ceremony
Ivana Miño has a degree in Biology, but she soon embarked on her path as an actress. She has partic...
Vincent Nijs
Vincent Nijs
Visit Flanders
Chief strategist
Vincent Nijs is Chief Strategist in the board of directors of the DMO VISITFLANDERS (Belgium). Vince...
Anna Pollock
Anna Pollock
Conscious Travel
Anna Pollock, Founder of Conscious.Travel, has just under 50 years’ experience in tourism as an in...
Marie-Hélène Pradines
Marie-Hélène Pradines
European Commission
Head of Unit for tourism and textiles - DG GROW
Marie-Hélène Pradines is Head of Unit for tourism and textiles in the European Commission’s Dire...
Maria José Pujol Rojo
Maria José Pujol Rojo
Inout Hostel Barcelona
Founder and CEO INOUT Hostel
Maria José Pujol is founder and general director of Icaria Iniciativas Sociales and the Icaria Foun...
Elena Ridolfi
Elena Ridolfi
CETT-UB University
Ph.D.Researcher and Academic coordinator of the Master in Sustainable and Responsible Tourism
Elena Ridolfi, Phd. is Coordinator of the Master Specialty's Degree in Responsible and Sustainable T...
Carlota Roset
Carlota Roset
Familia Torres winery
Wine Tourism and Hospitality Director
Carlota Roset is the Wine Tourism and Hospitality Director at Familia Torres winery. BSc in Business...
Mònica Santa Eulàlia
Mònica Santa Eulàlia
Agència Catalana de Turisme
Head of the Tourism Model and Research Unit
Mònica Santa Eulàlia has a Diploma in Tourism from the Sant Ignasi School of Tourism in Barcelona ...
Eduardo Santander
Eduardo Santander
European Travel Commission (ETC)
Executive Director
Eduardo Santander is the Executive Director of the European Travel Commission (ETC), an association ...
Hjörtur Smárason
Hjörtur Smárason
Visit Greenland
Former CEO
Hjörtur Smárason is a place branding and communication strategist and has worked for cities, regio...
Ulf Sonntag
Ulf Sonntag
NIT, Institute for Tourism Research in Northern Europe
Managing Director
Ulf Sonntag is managing director at NIT, Institute for Tourism Research in Northern Europe, Kiel, Ge...
Irene Tarradellas Ricart
Irene Tarradellas Ricart
Impact Hub Barcelona
Irene Tarradellas has more than 15 years of experience in projects linked to social impact. She has ...
Gisela Torrents Monegal
Gisela Torrents Monegal
Observatori DESC (ESCR Observatory)
Environmentalist, climate change consultant
Gisela Torrents is an environmentalist with a postgraduate degree in climate change diplomacy and a ...
Miguel A. Torres
Miguel A. Torres
Familia Torres winery
Miguel A. Torres is the President of Familia Torres and a member of the fourth generation at the hea...


Catalonia has been co-leading, in the framework of NECSTouR, the initiative Better Places to Live Better Places to Visit.


This initiative was born in 2018 due to the willingness of NECSTouR members to respond to the residents’ concerns about the uses of territorial assets (cultural and environmental) for tourism activity.


Since then, the wellbeing of the local community, as well as the climate emergency and business innovation has been 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 that tourism managing authorities and DMOs are having, Catalonia and NECSTouR would like to facilitate a day of reflection aiming to inspire, share and learn how tourism destinations and businesses are working towards a “value driven” tourism model which contributes to the wellbeing of the community (society, environment and business), while also contributing to the implementation of the European Commission's recently released Tourism Transition Pathways.


The event will include examples from experienced destinations who are paving the way through their good practices, committed businesses who acknowledge that a value driven business is also economically viable, and EU and international experts from organisations such as European Commission, European Tourism Association (ETOA), European Travel Commission (ETC), Europa Nostra and Travel Foundation.



The event will be a space for participants to learn and be inspired about a transformative tourism model based on a value driven approach, while contributing to the European Commission's Tourism Transition Pathways. 



Event's sustainability

To create the “Regenerative Tourism” event, the Catalan Tourist Board embraced the values of sustainability as a common force to plan the event.


The event takes into account two key points: social and environmental sustainability. Regarding social sustainability, the team included gender as a key consideration to create the conference panels. In addition, we looked for caterings that are in line with social inclusion. Finally, the team included local activities to promote local business and culture (a workshop to create “espadrille” and a special visit to “La Pedrera” at night.


As one of the biggest sustainability challenges is climate change, the Catalan Tourist Board has been working to create an event with a low carbon footprint. To do so, the event' team has taken into account the catering options by asking for vegetarian and locally produced options, has planned the event to reduce plastic consumption, and opted for optimizing transport during the event. Nevertheless, since the majority of carbon emissions come from flying, and there are also other event-related emissions that can't be reduced, the Catalan Tourist Board will measure the carbon footprint of the event and offset the emissions through the Voluntary Agreement Program promoted by the Catalan Office for Climate Change.


At the Catalan Tourist Board we always like to learn, so we expect participants to embrace the regenerative and sustainability values ​​and tell us what they believe could be done in a more sustainable way. We believe in creating a tourism sector that learns along the way on how to better contribute to a sustainable future.



In collaboration with



For any enquiry or further information, contact us:


Sandra de Puig, Catalan Tourism Board

European Projects and International Relations Unit

Mobile : +32 471 27 17 16 l


Laura Guerrero, Catalan Tourism Board

European Projects

Tel: + 34 934 849 869 l


Oyana Marius

NECSTouR Permanent Secretariat

Mobile : +32 (0) 47 29 36 222 |

NECSTouR members

Information for NECSTouR members

This content is dedicated only to NECSTouR Members. If your organisation is a member of NECSTouR, please log in with your member account to have full access.

Accesto Barcelona



The airport is located 16 kilometres south of the city and is also known as Barcelona Josep Tarradellas Barcelona-El Prat, the town where it is located. Connections between Barcelona and the airport and back:

Aerobús (A1 and A2)

Daily service between Plaça de Catalunya and Barcelona Airport.
Frequency: every 10 minutes.
Approximate journey time: 35 minutes. For further information about the Barcelona Aerobús :Tel. 902 100 104.


Train (RENFE)
Daily connections with Barcelona Airport from the Renfe (Spanish Rail) stations at Sants.
Frequency: every 30 minutes.
Journey time: 18 minutes (from Sants).


Metro (TMB)
L9 sud metro line connects the city and Barcelona airport (T1 and T2) daily.
Frequency: every 7 minutes.
Approximate journey time: 32 minutes (from Zona Universitària).


Bus (TMB)
The 46 bus runs from Pl. d'Espanya to Barcelona Airport (T1 and T2) daily.
Frequency: every 25 minutes.


By car

Barcelona is well connected and has a large amount of car parks. The motorway and road network will take you anywhere in the city by car although it's worth bearing in mind that traffic can be heavy at the main entry points of Barcelona during rush hour.


Barcelona has direct railway links with a number of important cities, including Paris, Zurich and Milan, and the high-speed train runs to Madrid, southern and eastern Spain. The city's major railway stations and metropolitan rail network ensure you can travel to Barcelona and anywhere by train without any difficulties.


Estació de Barcelona Sants

Barcelona Sants Station

Pl. Paisos catalans s/n 08014 Barcelona

Time: 4.30am to 12.30am.

Metro: L5 and L3. Bus: 27, 32, 78, 109, 115, H10 and V17.


Estació de França

França Station
Av. Marquès de l'Argentera, s/n 08003 Barcelona
Time: 4.45am to 12am. 
Metro: L4. Bus: 14, 17, 39, 45, 51, 59, 64, D20 and H16.




La Pedrera – Casa Milà

A unique monument of Gaudi awaits you in Barcelona




How to Get There

Paseo de Gracia, 92

08008 Barcelona



HCC Hotels

10% discount for online booking

10% additional discount using NECSTOUR code


Suggested hotels closed to the venue 


hcc regente

hcc st. moritz

hcc taber


Catalonia Hotels & Resorts

10% additional discount using NECSTOUR code


Suggested hotels closed to the venue


Eixample 1864


Diagonal Centro


Derby Hotels

10% additional discount using NECSTOUR code

(Note that Password:ECMU0101 will be required)


Suggested hotels closed to the venue


Balmes Residence

Hotel Balmes

Claris Hotel & Spa