PM4SD Summer School 2019 Leadership and Governance for Sustainable Tourism 

 

"SUCCESS in Tourism” 

Master Classes by International Experts for Sustainable Tourism  

 

The Summer School in Leadership and Governance for Sustainable Tourism is back for its 7th edition,                               hosted by United Nation Development Program -UNDP in ARMENIA. The Summer School is the PM4SD™ annual event,promoting it as the methodology to apply in                             tourism projects and to discuss the professionalization of project management in sustainable                       tourism and the need of leadership in tourism.  The event will be held on October 18-21, 2019 and it will take place in two cities: Yerevan and Dilijan.                                       The structure is as follows: 

● 2 days that will include 5 Masterclasses on key topics:  ○ Digital Innovation ○ Food tourism ○ Destination management ○ Marketing and Branding ○ Storytelling

Delivered by international experts, including among others: Silvia Barbone, Director of Jlag & Fest;                           Rob Holmes, Founder & Chief Strategist of GLP Films; Corné Dijkmans, Manager Research &                           Business Innovation at the Academy for Tourism Breda University; Kelly Galaski, Planet Terra, Xavier                           Font, professor of Sustainability Marketing at the University of Surrey, Sabato Manzo, founder of                           Monzurò; Jasper Visser, international consultant and facilitator specialized in digital transformation,                     Rachel McCaffery, Director at Travel Without Plastic.  

There is the possibility also to participate at the Aurora Prize Ceremony.  

● 1 day dedicated to to discover and taste some Armenian Sustainable Tourism Gems: “Wings                           of Tatev” and Tatev Monastery. 

 

 

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CALENDAR OF THE EVENT 

Friday, October 18th 2019 

Venue: A Luxury Collection Hotel, Dvin Hall, 3/4 Abovyan Str., + 374 44 206 016 

 

10:00-10:45 REGISTRATION AND NETWORKING CAFÉ 

11:00-11:45 OFFICIAL OPENING AND REMARKS 

● Mr. Dmitry Mariyasin, UNDP Resident Representative in Armenia 

● Mr. Suren Papikyan, Minister of Territorial Administration and Infrastructure of Armenia  

● H.E. Mr. Sergey Kopyrkin, Ambassador, Embassy of the Russian Federation 

● Ms. Susanna Safaryan, Chairperson of the State Committee for Tourism, Ministry of 

Economy of Armenia  

● Ms. Silvia Barbone, Director, JLAG & FEST 

● Mr. Arman Valesyan, Project Manager, UNDP IRTD Project (Moderator) 

 

11.45-13:00 MASTER CLASS 1 

Successful, transformative, sustainable tourism projects: Armenia Call for Action    

Silvia Barbone, Fest and JLAG Director 

QUESTIONS AND ANSWERS  

13:00-14:00 NETWORKING LUNCH  

14:00- 14-30 MASTER CLASS 2 -ON LINE  

5 Benefits of marketing and communicating sustainable tourism 

Xavier Font, Professor of Sustainability Marketing at the University of Surrey 

 

14:30 –16.00 MASTER CLASS 3  

Developing Market-Ready Community Tourism Products 

Kelly Galasky, Director of Global Programs for Planeterra 

QUESTIONS AND ANSWERS 

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16:00-16:30 COFFEE BREAK 

 

16:30 –17.30 MASTER CLASS 4  

Effective environmental sustainability management and how to introduce and 

leverage sustainability certifications/labels/awards. 

Rachel McCaffery, Senior Sustainability Advisor at G Adventures, Director at Travel 

Without Plastic; Chair of Chagos Conservation Trust 

 

17.30 – 18.30 MASTER CLASS 5  

Digital Tourism with a Human Touch 

Corné Dijkmans, Responsible for managing the academic and applied 

research program of Breda University of Applied Sciences (Academy for 

Tourism) 

 

QUESTIONS AND ANSWERS 

 

19:00 DINNER/EVENING (participation fee is 10,000 AMD-20 EUR ) 

Yerevan Pandok” Teryan 91, Yerevan, Armenia  

 

 

 

 

 

 

 

 

 

 

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Saturday, October 19th 2019 

Venue: UWC Dilijan College https://www.uwcdilijan.org 

 

09:00 Departure to Dilijan-SHARP 

10:45 REGISTRATION AND NETWORKING CAFÉ 

11:00 OPENING AND REMARKS 

● Ms. Silvia Barbone, Director, JLAG & FEST 

● Mr. Arman Valesyan, Project Manager, UNDP IRTD Project (Moderator) 

11.10- 12.30 MASTER CLASS 6  

Taste of Armenia: food tourism 

Sabato Manzo, Founder of Monzurò  

12.30- 13.30 MASTERCLASS 7- ONLINE  

Digital technologies for museums and cultural heritage 

Jasper Visser, Specialized in digital transformation, and community leadership in 

cultural and civic organizations  

14:00 15:00 NETWORKING LUNCH  

14:30 – 16:00 MASTER CLASS 8  

Branding, Storytelling, Marketing 

Rob Holmes, Founder & Chief Strategist of GLP Films  

16:00 COFFEE BREAK 

QUESTIONS AND ANSWERS  

17:00 Conclusions and Final Remarks 

 

20:00 Dinner in Tsaghkunk, Sevan Gegharkunik Marz (participation fee is 5,000 AMD-10 EUR ) 

www.tsaghkunqguesthouse.am ( 40m drive from Dilijan towards Yerevan)  

 

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Sunday, October 20th 2019 

 

10.30 CITY TOUR IN YEREVAN  

Visit to the Armenian, Genocide Memorial and MuseumInstitute, Matenadaran   

 

13:00 14:00 NETWORKING LUNCH in Yerevan  

 

15:00 Free Time 

 

19:00 - 22:00 

2019 Aurora Prize Ceremony and Charity Concert:  

Mariinsky Theatre, Conductor V. Gergiev Press Conference with the 2019 Aurora 

Prize Laureate (tickets to be purchased per provided link per request) 

 

Monday, October 21th 2019 

TECHNICAL STUDY VISIT: Sight Visit to Syunik Marz, “Tatev Monastery” 

https://www.tatever.am/en  

09:00 Departure to Tatev-SHARP 

13:30 ROP Trip “TATEVER”  

15:00 LUNCH 

17:00 RETURN 

 

 

 

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Information  Armenia Armenia ( (listen); Armenian: Հայաստան, romanized: Hayastan, IPA: [hɑjɑsˈtɑn]), officially the Republic                       of Armenia (Armenian: Հայաստանի Հանրապետություն, romanized: Hayastani Hanrapetut'yun, IPA:                 [hɑjɑstɑˈni hɑnɾɑpɛtutʰˈjun]), is a country in the South Caucasus region of Eurasia. Located in Western                             Asia on the Armenian Highlands, it is bordered by Turkey to the west, Georgia to the north, the de                                     facto independent Republic of Artsakh and Azerbaijan to the east, and Iran and Azerbaijan exclave of                               Nakhchivan to the south.   

Yerevan 

Yerevan is the capital and largest city of Armenia as well as one of the world's oldest continuously                                   inhabited cities. Situated along the Hrazdan River, Yerevan is the administrative, cultural, and                         industrial center of the country. It has been the capital since 1918, the fourteenth in the history of                                   Armenia and the seventh located in or around the Ararat plain. The city also serves as the seat of the                                       Araratian Pontifical Diocese; the largest diocese of the Armenian Apostolic Church and one of the                             oldest dioceses in the world.   

Dilijan 

A 16 CENTURY TOWN ON THE OUTSKIRTS OF A LARGE NATIONAL PARK IN CENTRAL ARMENIA.                             Once, it was one of the main stopovers on the Silk Route that passed through Armenia, connecting                                 Tabriz, in the south, Tiflis, in the north and the cities of Baku and Sheki, in the east. Today, it lies on the                                             road connecting two modern large cities, Yerevan and Tbilisi, in a country that is situated on the                                 border of Europe and Asia, at the heart of the diverse, culturally rich and complex region with a long                                     history at the junction of the Persian, Byzantine, Ottoman and Russian Empires. Today, as economic                             stability has returned to Armenia and it has become a country with a modern and vibrant capital city,                                   Dilijan has begun to restore its former glory. Its potential for development is wide and progress is                                 being made rapidly. In recent years it has been identified as a development zone by the Armenian                                 government, which moved a part of the Central Bank of Armenia to Dilijan in 2013 and developed                                 new infrastructure to accommodate expected new investors. During recent years the town claimed                         its rightful place on the Armenian map as the worthy successor of its historical heritage.   

“Wings of Tatev” and Tatev Monastery 

The Tatev Monastery is a 9th-century Armenian Apostolic monastery located on a large basalt plateau                             near the Tatev village in Syunik Province in southeastern Armenia. The term "Tatev" usually refers to                               the monastery. The monastic ensemble stands on the edge of a deep gorge of the Vorotan River.                                 Tatev is known as the bishopric seat of Syunik and played a significant role in the history of the region                                       as a center of economic, political, spiritual and cultural activity. «Wings of Tatev» is an aerial bridge to                                   Syunik’s natural treasures. Wings of Tatev is a 5.7 km cableway between Halidzor and the Tatev                               monastery in Armenia. It is the longest reversible aerial tramway built in only one section and holds                                 the record for the Longest non-stop double track cable car. Construction was finished on 16 October                               2010. Wings of Tatev aerial tramway is located in Syunik region, 250 km to the south of Yerevan. Total                                     ride time from Halidzor station to Tatev monastery is about 12 minutes.  

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