Conference Program

PLENARY ROOM : AUDITORIUM EINSTEIN

Join us for the official opening of Green Destinations 2025, featuring welcome words from D'arcy Dornan and Jana Apih (Green Destinations), Montpellier Méditerranée Métropole, Céline Vachey (ADEME) Vincent Garel (CTRL Occitanie), and Emmanuel Bobin (Open Tourisme Lab). This session will set the tone for the days ahead, with remarks from the event’s main organisers and key partners, laying the foundation for an inspiring and collaborative conference.

PLENARY ROOM : AUDITORIUM EINSTEIN

Tourist offices, and more broadly Destination Management Organisations (DMOs), play a central role in a region’s tourism ecosystem. As drivers of local tourism policy, they coordinate closely with stakeholders to address both economic and sustainable development goals. Launched in Normandy in 2022 and extended to Occitania in 2024, the destination-level sustainable transition approach has been tested by 11 tourist offices in Normandy and 14 DMOs in Occitania. Based on the Green Destinations benchmark, these teams have developed a structured method and 14 practical, replicable tools. As a result, the first six destinations in Normandy and France have obtained the Green Destinations label, with destinations in Occitania expected to follow by 2025. This joint initiative has also highlighted the value of positioning DMOs as true ‘Sustainable Transition Managers’—professionals dedicated to supporting local tourism actors in adopting responsible practices. A new inter-regional cooperation project between Normandy and Occitania is currently defining this emerging role. In 2025, 13 DMOs are involved in testing tools and methods tailored to this function. Through this presentation, we will share insights from our cooperative work and highlight the essential role DMOs play in leading the responsible transition of destinations.

MODERATOR: Mathieu Le Scanf MLS Conseil, France

PANELISTS:

• Christelle Bedes ADEME French Agency for Ecological Transition, France
• Marie-Flo Guy OTN Regional Federation of Tourist Offices of Normandy, France
• Sophie Pirkin CRTL Regional Committee for Tourism and Leisure of Occitanie, France
• Rokaya Toubale Montpellier Méditerranée Métropole, France

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BREAKOUT ROOM 1 : JOFFRE A

This panel examines how effective destination management is being applied in five distinct contexts: Helsinki, Thailand, Belsh, Mauritius, and Izmir. It will cover strategic planning, cross-sector coordination, community participation, use of data and standards, and governance mechanisms. Each case highlights practical tools and frameworks used to align tourism development with sustainability goals. The session offers concrete insights for tourism professionals seeking to strengthen destination management systems at local, regional, or national levels.

MODERATOR: Hugo de Jong Green Destinations Foundation, The Netherlands

PANELISTS:

• Dr. Chuwit Mitrchob DASTA Designated Areas for Sustainable Tourism Administration, Thailand
• Jukka Punamäki City of Helsinki, Finland
• Paolina Rusta Municipality of Belsh, Albania
• Sinem Soygul İzmir Metropolitan Municipality - Visit İzmir Destination Management Office, Türkiye
• Issana Agathe Discovery Rodrigues - Rodrigues Tourism Office - Agelev Consultancy, Mauritius

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BREAKOUT ROOM 2 : JOFFRE B+C

Culture and tradition shape how people live, connect, and create meaningful experiences. This panel explores how organisations are building on their cultural roots to lead sustainable, community-driven tourism. A session with Jean-Thierry Winstel, Founder & CEO of Bioviva and President of the Bioviva Foundation, will show how play and positive educational tools can drive ownership and transformation in tourism. In France, the Office de Tourisme Granville Terre et Mer runs educational programmes to protect the foreshore, while Bioviva uses playful, science-based tools and its popular Nature Challenges games to inspire responsible tourism in a positive and engaging way. In Morocco’s Arghen Valley, tourism contributes to social and environmental resilience. In the Loch Ness region, locally led efforts promote sustainable growth rooted in heritage. And in Hungary, the village of Hosszúhetény became a symbol of civic resistance, sparking a long-term shift toward a more sustainable, community-driven tourism. Each example reflects a strong connection to place, demonstrating how culture and tradition can enhance communities, protect nature, and enrich the visitor experience.

MODERATOR: Patice Talaue Green Destinations International, Philippines/ Germany

PANELISTS:

• Jean-Thierry Winstel Bioviva, France
• Emma Harrison and Russel Fraser Visit Inverness Loch Ness - Loch Ness Hub & Travel, Scotland
• Amandine Launay Granville Tourism Office, France
• Bianka Benko Hosszúhetény Municipality, Hungary
• Lahcen Ichou Tamalayt Sustainable Tourism Association, Morocco

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BREAKOUT ROOM 3 / JOFFRE D

As climate change increasingly impacts tourist destinations, strengthening resilience has become a critical priority. This panel brings together experts and institutions working at the intersection of climate change mitigation and tourism adaptation strategies in France. From regional planning for water scarcity in the Pyrénées-Orientales to national self-assessment tools for climate risks, the session will explore concrete examples and innovative approaches that help destinations and tourism stakeholders tackle climate challenges. Speakers will share their insights on implementing effective climate strategies, using technical tools such as Adaptour, and coordinating actions between the public and private sectors. Participants will gain practical advice on integrating resilience into tourism planning and decision-making processes.

MODERATOR: Angelika Sauermost CRTL Regional Committee for Tourism and Leisure of Occitanie, France

PANELISTS:

• David Seigneuric RECO Occitanie, France
• Christine Portero-Espert Prefecture of the Pyrénées-Orientales, France
• Jean Michel Clerc AD’OCC Regional Economic Development Agency Occitanie, France
• Louise de Torcy RAMBOLL France

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BREAKOUT ROOM 4 / JOFFRE G

This closed working session brings together GTA Destination members to advance the development of Good Travel Experiences (GTEs) in alignment with the EU Green Transition Directive. Participants will explore the methodology for identifying, assessing, selecting and promoting GTEs and their providers, drawing from recent training insights and field examples. The agenda includes discussions on EU regulatory implications for green claims, opportunities for funding, and the design of a legally robust Good Travel label. The session aims to build consensus around practical next steps for destinations and stakeholders committed to delivering credible, high-quality sustainability experiences.

PLENARY ROOM : AUDITORIUM EINSTEIN

How can tourism stakeholders collect, structure and communicate sustainability data in a way that is helpful to take decisions? Who are the target audiences, and how should this information be processed so it is user-friendly? How do we break away from the myth of leisure consumers willing to pay more for certified hotels, to actually understand the many uses of sustainability data? How do data providers and data users learn about each others' needs, and how do data infrastructures help facilitate exchanges that are cost effective, fair and accessible?

HOST: Prof. Xavier Font University of Surrey, United Kingdom

PANELISTS:

• D'Arcy Dornan Green Destinations, Brazil
• Dominique Thillet CRTL Regional Committee for Tourism and Leisure of Occitanie, France
• Marika Arrabi-Onnela Grands Sites de France Network, France
• Jahanzeeb Ahmed BeCause, Denmark
• Tarek Habib Murmuration, France
• Laurent Bougras Greencast, France
• Polly Lomas Travalyst, United Kingdom

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BREAKOUT ROOM 1 : JOFFRE A

Transformation in tourism begins when local leadership and national vision align. This panel highlights how community-led initiatives and government strategies can work together to support sustainable destination management. A session with Emmanuel Arnaud, CEO of HomeExchange, will show how HomeExchange acts as a catalyst for change and works daily to foster sustainability in the tourism sector. In France, a strong stakeholder network is guiding sector-wide change. In Mexico, the Riviera Maya is pioneering a shift from sustainability to regeneration through local collaboration. In Normandy, Granville Terre et Mer has developed a model of community-driven sustainable tourism. In Thailand, the Green Tourism Plan 2030 offers a national roadmap for sustainable growth. These examples illustrate the power of inclusive governance, strategic partnerships, and a shared purpose. Join us to discover how local and national institutions are collaborating to promote more sustainable tourism.

MODERATOR: Iyad Kayali Green Destinations, Greece

PANELISTS:

• Emmanuel Arnaud HomeExchange, France
• Asst.Prof.Dr. Kaewta Muangasame Sustainable Tourism In Action Center (STAC), Mahidol University International College, Thailand
• Caroline MignonActeurs du Tourisme Durable - Echo Terra, France
• Deborah Le Goff Nouvel Granville Tourism Office, France
• Beatriz Barreal Riviera Maya Sostenible, Mexico

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BREAKOUT ROOM 2 : JOFFRE B+C

As the tourism sector evolves, sustainability labels and collaborative frameworks are playing a key role in driving progress. This panel highlights how regional partnerships, private sector engagement, and certification systems are improving environmental and social performance across destinations. In Corsica, ecolabel-certified accommodations are raising standards. In Morocco’s Souss Massa region, businesses receive support to meet sustainability goals. In Jordan, national and regional actors are shaping a shared vision for responsible tourism, and in the Ardennes Region, a cross-border network has been established to promote sustainable tourism through tailored local support. The panel also features a legal expert and founder of EURAKOM, who brings insights from European law and policy to support local authorities in their transitions through renewable energy, mobility, and tourism. Each case demonstrates how common standards, often backed by sustainability labels, can improve the socio-environmental conditions of tourism and have a lasting impact.

MODERATOR: Hugo de Jong Green Destinations Foundation, The Netherlands

PANELISTS:

• Alison Burgh Acorn Tourism Consulting, United Kingdom
• Stéphanie Drothier Tourism Development Agency of the Ardennes, France
• Jean-Louis Moretti Corsica Tourism Agency, France
• Mohamed El Hafid SDR SMART Tourism Souss Massa, Morocco
• Nicolas Fourcroy EURAKOM, France

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BREAKOUT ROOM 3 / JOFFRE D

Events bring people together and, with the right approach, can also move destinations forward. This panel explores how cultural and business events are becoming platforms for sustainability, local pride and innovation. In Turkey, Bursa integrates sustainability into theatre traditions. In Estonia, the Tallinn Song Festival applies circular design to a much-loved cultural event. In Canada, Halifax is turning business events into useful experiences rooted in local values. Good Travel Events, Green Destinations newest program, presents a global perspective on how tourism conferences and professional meetings can be designed to prioritise local impact, sustainability and community engagement. Each example shows how well-designed events can promote environmental stewardship, strengthen connections and drive long-term change. Join us to learn how tourism can be strengthened through meetings designed with purpose.

MODERATOR: Patice Talaue Green Destinations, Philippines/ Germany

PANELISTS:

• Elisabeth Boon Green Destinations, Mexico / Belgium
• Arzu Kutucu Ozenen Yesil Valiz Association for Responsible Tourism, Türkiye
• Hele Lõhmus Tallinn Strategic Management Office, Estonia
• Lesley Robb and Jeff Nearing Swell Impact and Discover Halifax, Canada

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PLENARY ROOM / AUDITORIUM EINSTEIN

Start the second day with fresh inspiration as we kick off the first Good Travel Alliance Summit during this dynamic plenary session. The program will showcase key voices shaping the future of responsible travel, highlighting the latest advancements and trends in the field. Among the session’s most anticipated moments is the keynote by Prof. Xavier Font on: “The inequitable access to sustainability certification: implications for the implementation of the EU Green Transition Directive.” Expect valuable takeaways that will empower you with insights on the future of sustainable tourism and actionable steps for making a difference.

PLENARY ROOM / AUDITORIUM EINSTEIN

This session explores how destinations can identify and evaluate tourism experiences that support responsible, sustainable and regenerative tourism. The discussion highlights the importance of the identification and development of Good Travel Experiences (GTEs) in the tourism promotion of destinations, in easing pressure on overcrowded sites, in creating meaningful value for both travellers and local communities, and positive impact on climate, and the environment.

Participants will be introduced to the tools used in the preselection process, including self-assessment scans for products, activities and trails, along with the role of attractions and businesses as experience providers. The panel also covers key indicators, methods for data collection, and ways to validate impact. A benchmarking process using the newly developed KPI Framework, that will also be presented in this panel, supports the final selection of GTE providers (e.g. attractions, businesses) and GTE enablers (e.g. trails). Case studies from Lanzarote, North York Moors, Jordan and Lviv will illustrate how the methodology has been developed in steps. These examples focus on identifying transformational elements in destination experiences, such as local connection, nature immersion, and cultural depth, and how to reflect them in the criteria and indicators used.

HOST: D'Arcy Dornan Green Destinations, Brazil

PANELISTS:

• Jahanzeeb Ahmed Because, Denmark
• Albert Salman Green Destinations, The Netherlands
• Elisabeth Boon Green Destinations, Mexico / Belgium
• Alison Burgh Acorn Tourism Consulting, United Kingdom
• Víctor Fernández Morales La Buena Huella, Spain
• Sofiia Mininkova Lviv, Ukraine

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BREAKOUT ROOM 1 / JOFFRE A

Technology is no longer just a support tool in tourism; it is a driver of change. This panel explores how digital transformation is reshaping sustainability efforts across destinations. In Hungary, gamification and real-time monitoring turn insights into action. In France, AI is redefining destination marketing and unveiling new layers of sustainability performance. In Brazil, the Serra do Itaqueri Tourist Region in São Paulo is leveraging a service basket model to analyze the territorial identity and sustainability practices of the region. Each presentation demonstrates how smart, purposeful innovation can make sustainability more measurable, visible, and effective. Join us to explore what digital transformation means for the future of tourism.

MODERATOR: Patice Talaue Green Destinations, Philippines/ Germany

PANELISTS:

• Luc Béal Excelia Business School Tourism Management Institute, France
• Júlia Nagy Innotime, Hungary
• Everlysy Messas Valerio University of São Paulo, Brazil

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BREAKOUT ROOM 2 / JOFFRE B+C

As the tourism sector looks beyond sustainability toward deeper transformation, people and place are emerging as powerful drivers of change. This panel brings together global initiatives that are reshaping tourism through inclusive storytelling, behavioral insight, strategic planning, and local empowerment. From Canada’s integrated approach to flourishing tourism futures, to mindset-shifting campaigns in Europe, behavioral profiling in France, stakeholder collaboration in Taiwan, and gender equity in Turkey, each presentation highlights practical methods for creating more meaningful, values-driven tourism experiences. Join us to explore how destinations and tourism actors can move from obligation to aspiration—co-creating a tourism future that is regenerative, inclusive, and rooted in local realities.

MODERATOR: Bart Hageman Green Destinations Foundation, The Netherlands

PANELISTS:

• Trevor Benson Bannikin, Canada
• Ryan Tym Lantern, United Kingdom
• Julie Jammes Open Tourisme Lab, France
• Yi-Ting Chen Northeast and Yilan Coast National Scenic Area Headquarters and Tourism Administration, Taiwan
• Caglar Gogkun SGA Travel, Türkiye

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BREAKOUT ROOM 3 / JOFFRE D

Transport remains one of tourism’s biggest climate challenges, but also a powerful area for innovation. This panel highlights how destinations are rethinking mobility to support climate action and enhance travel experiences. A session with Nathalie Balland, Head of the Territorial Knowledge and User Relations Unit at VNF, will highlight how VNF is positioning waterways as a key driver of decarbonisation and river-based tourism, showing their power to boost sustainability, attractiveness and vitality for territories. In Estonia’s Lahemaa National Park, cycling and public transport are creating greener ways to explore. In Normandy, innovative tariff systems are encouraging low-carbon travel. In Occitanie, a focus on train and bike travel is offering a more sustainable, immersive way to experience the region. In Japan, the Kanmon Straits offer a unique cross-boundary tourism model where tunnels and ferries reconnect two islands through infrastructure-led mobility. These examples show how smart choices in climate and mobility can lower emissions, support local goals, and offer visitors a more meaningful connection to place. Join us to explore what low-carbon travel looks like in action.

MODERATOR: Mathieu Le Scanf MLS Conseil, France

PANELISTS:

• Nathalie Balland VNF Voies Navigables de France
• Philippe Berto CRTL Regional Committee for Tourism and Leisure of Occitanie, France
• Kaisa Linno Visit Laheema, Estonia
• Fabienne de Chassey Normandy Tourism, France
• Haruka Sueyoshi Straits City Kanmon DMO, Japan

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BREAKOUT ROOM 4 / JOFFRE G

Committed solution-makers come to share their experiences and concrete tools for accelerating the ecological transition of tourism players. Through their contributions, discover innovative, reproducible approaches and solutions that have already been implemented in the field. 

MODERATOR: Emmanuel Bobin Open Tourisme Lab, France

PANELISTS:

• Geneviève Marais Aquatech Innovation, France
• Laurent Bougras  GreenCAST, France
• Matuta Cauneau  Murmuration, France
• Léonard Grynfogel Luniwave, France
• Radji Araye Authentic Stay, France
• Kélian Galletier La Musette Services, France
• Robin Alauze LineUp Ocean, France

PLENARY ROOM / AUDITORIUM EINSTEIN

This session focuses on how destinations can communicate Good Travel Experiences (GTEs) more effectively by combining strong storytelling, planning and the right tools.

The first part will explore traveller interest in sustainability-related experiences, highlighting how some of our practical tools have supported this process with a focus on trails and other criteria such as accessibility, as valuable GTE assets. Examples of how destinations can enhance and promote their experiences will also be shared. This session will also include practical insights into planning for improved destination experiences and a demonstration of communication tools available to GTA destinations.

The second part of the session will showcase early successes in GTE implementation and communication of a couple other GTA Founding Destinations from Corsica and the UK. The discussion will also look at next steps for 2026 and 2027, with a focus on exciting new partnerships, expansion and aligning communication with broader destination goals. the Alliance is delighted to welcome experts from major market parties, especially Amadeus and Outdooractive.

HOST: Holger Sigmund Tourism Impact, Switzerland

PANELISTS:

• Hanna Kitsilinska Lviv, Ukraine
• Jan Klavora GoodPlace Trails, Slovenia
• Agnes Pierce Amadeus
• Simon Reuter Outdooractive, Germany
• Scott Elliot North York Moors National Park, United Kingdom
• Jean-Louis Moretti Corsica Tourism Agency, France

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BREAKOUT ROOM 1 / JOFFRE A

What if tourism became a powerful force for protecting ecosystems—shaping experiences that support conservation, strengthen communities and reflect the spirit of climate resilience? This panel highlights inspiring examples from Europe and the Middle East that show how tourism can reconcile biodiversity and landscape preservation while enriching visitor experiences and strengthening community engagement. In the Aqaba Marine Reserve in Jordan, the implemented tourism strategy promotes sustainable diving that protects marine biodiversity. In Montenegro, themed trails connect travelers to local ecosystems while promoting sustainable land use. In France, joint efforts by regional and national biodiversity agencies are integrated into local tourism strategies to preserve wildlife, flora, and the richness of landscapes. Natural Parks pursue the same goal, developing tourism that is healthy for all living beings, in collaboration with local communities. Each initiative will offer practical tools for designing responsible tourism that supports the ecological health of the territories it showcases, while enhancing the visitor experience.

MODERATOR: Hélène Lehu CRTL Comité Régional du Tourisme et des Loisirs d'Occitanie, France

PANELISTS:

• Kirsi Hyvaerinen HYVÄ Coaching & Consulting - Balkan Green, Montenegro
• Thalma Redwan Aqaba Special Economic Zone Authority, Jordan
• Nawale Benelhabib Office Français de la Biodiversité, France
• Cécile Bedel Agence Régionale Biodiversité Occitanie, France
• Nils Brunet Occitanie Natural Parks, France

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BREAKOUT ROOM 2 / JOFFRE B+C

Regenerative tourism focuses on restoring ecosystems, strengthening communities, and creating lasting value. This panel highlights how transformation begins with collaboration, shared vision, and active private sector engagement. In Lanzarote, a new Regenerative School builds capacity for change. In Torroella de Montgrí–L’Estartit, marine conservation and heritage are pillars of a local movement grounded in responsibility and education. Mexico showcases how the private sector can catalyse the shift from sustainable tourism to a regenerative paradigm, driving positive change across destinations. In Puyuhuapi, Chile, regeneration starts with empowered residents and an inclusive local value chain. And across Europe, social inclusiveness and diversity in tourism demand are shaping a more resilient and people-centred future. Each example shows how education, business, and community voices can work together to build tourism that is inclusive, resilient, and deeply rooted in place.

MODERATOR: Bart Hageman Green Destinations Foundation, The Netherlands

PANELISTS:

• Jordi Colomí Torroella de Montgrí, Spain
• Víctor Fernández Morales La Buena Huella, Spain
• José María de Juan Alonso Koan Consulting, Spain
• Roman Caamal Community Tours Sian Ka’an, Mexico
• Francisco Roncagliolo Municipality of Cisnes, Chile

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BREAKOUT ROOM 3 / JOFFRE D

As tourism moves beyond sustainability, regeneration offers a fresh and forward-thinking approach. It focuses on restoring ecosystems, revitalising communities, and enhancing social wellbeing. This panel highlights pioneering efforts from Croatia, Japan, Indonesia, Portugal, and Taiwan —regions that are reimagining tourism’s role in fostering regenerative ecosystems and resilient communities. From Taiwan, the story of the Purple Crow Butterfly shows how conservation and culture can go hand in hand. Cascais is creating a regional vision for regeneration, while in Jatiluwih, Bali, cultural heritage and environmental stewardship are nurtured through the Tri Hita Karana philosophy. In Japan, Zen traditions are connected with local industries, fostering cultural sustainability and deep community ties,, and in Zagreb County, bold strategies are being explored for inclusive growth. Each of these stories demonstrates how regeneration can guide destinations toward lasting impact and long-term resilience. Join us to explore how this transformative shift places people, place, and purpose at the heart of tourism, creating a pathway toward a regenerative future.

MODERATOR: Patice Talaue Green Destinations, Philippines/ Germany

PANELISTS:

• Ivana Alilović Zagreb County Tourist Board, Croatia
• João Cardoso de Melo Cascais Ambiente, Portugal
• I Ketut Purna Jatiluwih Village, Indonesia
• Taichi Kato Fukui Hito Mono Design Co, Japan
• Monique Chen Sustainable Travel, Taiwan

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BREAKOUT ROOM 4 / JOFFRE G

Synergies in Cooperation and Best Practices from Herit Adapt Euromed & Dialogue4Tourism initiatives
The global urgency of addressing climate vulnerabilities and managing tourism flows is increasingly evident. This workshop emphasises the power of collaboration over isolated action, underlining the importance of joint strategies to understand and implement effective climate adaptation measures in tourism. Key questions include: How can we activate and engage territories and stakeholders? What practical tools and methods are available at the destination and heritage site level? How do we effectively raise awareness among both stakeholders and visitors? Participants from Greece, Italy, Montenegro, Croatia, Spain and France will explore concrete tools and forward-looking methodologies implemented at key tourism and heritage locations or destinations. The workshop also draws upon transnational knowledge exchanges from related initiatives like Dialogue4Tourism, offering broader perspectives and comparisons to challenges faced within the Green Destinations network.

MODERATOR: Angelika Sauermost CRTL Regional Committee for Tourism and Leisure of Occitanie, France

PANELISTS:

• Konstantinos Tzamaloukas, Region Western, Greece
• Athanasios Kalogeras ATHENA Research Center, Greece
• Miloš Ivanisević Prijestonica Cetinje, Old Royal Capital Cetinje, Montenegro
• Stjepan Čavar Dubrovnik Development Agency DURA, Croatia
• Dominique Thillet CRTL Regional Committee for Tourism and Leisure of Occitanie, France
• Ana García López University of Granada, Spain
• Barbara Poggio Municipality of Genoa - International Relations Office, Italy
• Ioanis Mardikis European Public Law Organization (EPLO), Greece

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PLENARY ROOM / AUDITORIUM EINSTEIN

Join us for the Closing Session as we reflect on the highlights, insights, and key takeaways from the past days of the conference. This final gathering is an opportunity to celebrate the achievements of our community, acknowledge the contributions of speakers, partners, and participants, and look ahead to the next steps.