Where global leaders in travel, tourism & hospitality meet the next generation

The 5th World Tourism Forum Lucerne will be held in central Switzerland from 3 to 5 May 2017. Staged every two years, the global event will again attract top decision-makers from the travel, tourism and related fields.

Recent years have seen the World Tourism Forum Lucerne intensifying its international focus – a successfully tried and tested concept set to continue.

Alternating with this event staged every two years, the WTFL Think Tank and Talent Boost events will continue to be held outside Switzerland.

The 5th World Tourism Forum Lucerne in May 2017 will be held under the title «stay relevant in uncertain times!» It will focus on how to stay successful in the face of changes and challenges in today’s often turbulent times. Experts from the fields of marketing, branding, leadership, politics and financing will explain along with best-practice examples how to achieve goals but also to exceed aims. The 2017 topics will be discussed the day prior to the opening of the Forum by the WTFL Think Tank – a high focused top- level body comprising some 65 ministers, CEOs, investors and academia.

One of the key objectives of the World Tourism Forum Lucerne is to highlight the importance of global tourism. Martin Barth, WTFL President & CEO: “The potential for world tourism is a highly significant factor in the development of many destinations. But tourism means more than filling beds. Run-of-the-mill marketing is no longer sufficient. A real strategy is required – a strategy which must be broad- based and coordinated.” To focus on the economic importance of tourism, the May 2017 Forum will feature presentations on the “power of tourism” by international opinion leaders.

A number of top decision makers will be at the forum as speakers. They include internationally acclaimed branding expert Simon Anholt who has already advised more than 50 countries on their “Competitive Identity”; best-selling author Dr Jason Fox on how to achieve more meaningful progress; Simon Lehmann, since 1 November new president of Phocuswright; Rasoul Jalali, General Manager Uber; Isabel Hill, Director National Travel & Tourism Office, US Department of Commerce; Ann Sherry, Executive Chairman Carnival Australia; John Perrottet, Senior Tourism Specialist with the World Bank; Chinese investor Teo Ah Khing and Jürg Schmid, CEO Switzerland Tourism.

Photo © World Tourism Forum Lucerne