in2destination #Change4tourism Webinars

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MAY 20th, 2020 – Webinar: Competitive and Sustainable Tourism in Europe coexisting with COVID-19 (fully in Spanish)

From in2destination we consider that this crisis should be a fantastic opportunity to develop competitive and sustainable tourism in Europe: redefining destination and company strategies, the way to proceed, gaining greater professionalism, competitiveness and sustainability in companies, resources, at the end at the destinations as a whole. Being able to contribute more, if possible, to the well-being of the residents of these destinations. It is a collective effort, to which each of us can contribute if we make that decision and add up. It is not that we start from scratch, there is already professionalism, commitment to sustainability and competitiveness in the value chain, but there is still a long way to go so that these values ​​embed the entire chain completely.

For this edition of the #change4tourism webinars, we are happy to have great professionals who share their vision on whether they agree with us on this vision and the steps they see must be taken to achieve it:

• Óscar Perelli, Director of Studies and Research, Exceltur.
• Juan Requejo, Director of Key Technical Assistance.
• Patrick Torrent, President NECSTouR, Executive Director of the Catalan Tourism Agency.

If you are interested in attending this webinar, please register and we will wait for you on May 20, 2020 at 5:00 p.m. CET.
Likewise, if you help us in the dissemination, we thank you very much!



MAY 13th 2020 – Webinar: Tourism co-existing with COVID-19 in European Destinations  (in English) 

All companies and destinations are agile planning and acting simultaneously. Thus, we thought it would be interesting for the audience to learn about the strategies, governance, innovation, digitalization, measuring and marketing that three European destinations might be thinking or already implementing. These destinations are Catalonia, Venice Region, and Croatia. The professionals sharing this information and experience with us are:

Mara Manente, Director of CISET (Centre of Studies on Tourist Economics) – University  Ca’Foscari Venice, Italy.

Damià Serrano, Marketing & Research Director, Catalan Tourist Board, Catalan Government, Spain.

Neda Telisman-Kosuta, Senior Researcher, The Institute for Tourism, Zagreb, Croatia

We believe this webinar should allow us all to reflect over the tourism development models that we desire for our territories during COVID-19 in 2020 and 2021 and further ahead.

Thank you very much to all who attended!! And thanks for the positive feedback!!

This can be watched again here , it was fully in English.

MAY 6th 2020 – Webinar: Innovation and Protocols in Products and Services to co-exist with COVID-19

In times of crisis it is easy to get carried away by negative, defeatist feelings, that is why it seems important to us to focus on cases to learn from, that inspire us to continuous improvement, to innovate, to collaborate with other agents, to get out of this crisis strengthened.

in2destination wishes to invite you to hear first-hand practical experiences from:

Ned Capeleris, General Manager, Hotel María Cristina The Luxury Collection

Yoana Viela, Founder and responsible for 18 degrees

Jorge Álvarez Dieguez, Director of the Hotel Gran Bilbao and President of the AEDH Basque Country (Spanish Association of Hotel Directors)

Jabier Fuertes Udaondo, “Txapas”. Manager – Owner of Troka Abentura, S.L., President AKTIBA Euskadi

Alvaro Clavijo, El Chato Restaurant, Bogotá, Colombia

This group of professionals has provided their companies to assist COVID patients19, has donated materials, has invested time to develop protocols to be ready when it can be opened, invests in training its employees during ERTEs, they have transformed their businesses to support their teams and families, and much more!

Thank you very much to all who attended!! And thanks for the positive feedback!!

This can be watched again here , it was fully in Spanish.

29 DE ABRIL DE 2020 – Webinar: Objective: Internal Tourism, How do we approach it in times of COVID-19?

Without a vaccine, which apparently will take between 12 and 18 months to be ready for distribution, unless the British announcements are complied with and made available in September, the return to normality will be expected. This in Tourism in Spain implies a very hard blow for 2.62 million jobs (INE, 2019). This blow can be reduced, if the tests begin to be carried out in large numbers. In this way, epidemiologists and other experts will begin to learn more about the virus and its impact on our population, so as to perhaps be able to progressively progress to a certain level of displacement. Always with social distancing measures, to sanitized spaces, and not in the presence of vulnerable populations.

This hopefully may lead us to undertake a certain level of domestic tourism, Spansh residents traveling through Spain. Hence, in2destination for its first webinar, in this series, has wanted to invite two representatives of destinations of the North of Spain, much greener, to discuss how to deal with this internal tourism living with the disease COVID-19:

Maitena Ezkutari Artieda, General Director of Tourism, Commerce and Consumption, Government of Navarra

Jose Luis Maestro Castiñeiras, Director of Competitiveness, Tourism of Galicia, Xunta de Galicia

In this webinar, you can listen to actions that these destinations are undertaking for this development of domestic tourism, so that their respective tourism companies have activity, economic support, adopt changes in the business model, and progress towards greater collaboration between private and public agents and towards sustainability.

Thank you very much to all who attended, and to Maitena and Jose Luis for sharing their knowledge!!

Here we provide the link to this webinar, it was fully in Spanish.

And thanks for the positive feedback!!

Rewarding sustainable tourism commitment

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The Nohelia Ecotourism Center and Jericó Tourism and Events are two companies committed to tourism sustainability in their municipality, Jericó, Antioquia, Colombia. Thus, they are the winners of the Sustainable Tourism Plans Competition.

This contest has been organized within the pilot transfer project on sustainable tourism destinations framed within the international development cooperation program ERICA (Spain and its Regions Exchange Knowledge with Antioquia) of which the University of Antioquia, the University of EAFIT, the Mayor’s Office of Medellín, the Government of Antioquia, the University of Antioquia Foundation and the Spanish Agency for International Development Cooperation (AECID) are part.

The objectives of the contest are:

  • Promoting leadership among providers of tourism services in sustainable tourism development.
  • Providing feedback on sustainable tourism development action plans within tourism service providers.
  • Transferring knowledge of good international practices on the development of sustainable tourism products and services.

These two companies in order to win have presented two action plans to improve sustainable tourism development in Jericó with solid and complementary proposals, supported by companies and territorial authorities. Wining the contest means the following to them:

  • receiving comments from an international jury about their action plans,
  • In November it will allow them to come to Spain together with the rest of the team involved in the project, to learn about sustainable destination management and the development of sustainable products and services
  • Visibility: it is a recognition of their work, spreading their commitment in Colombia and internationally

La Nohelia

La Nohelia Ecotourism Center located in Jericó surrounded by coffee crops promotes the Coffee Culture and Experiences in contact with Nature. La Nohelia offers accommodation, catering services, bicycle rental, scenic tours and bird watching. In his own words: “Privileged by our geographical location in the Western Cordillera of the Andes and the Piedras River basin, which allows us to observe between the mountains the different colors of sunrise and sunset, surrounded by coffee farms and peasant houses where coffee aroma is breathed and the sweet melody of the turpial birds is heard “.

Tourism and Events Jericó

“We are a company that sells tourism products and services at the regional, national and international levels, we implement the Sustainable Management System recognizing environmental, sociocultural and economic aspects, establishing actions to mitigate the impacts we generate in the development of our work.”

“One of the services we offer is Experience in the Clouds: This Jericoan paradise located at 2,400 meters above sea level allows you to have direct contact with nature, in its journey you can appreciate a variety of native flora, this being the perfect habitat for wild animals unique in the territory, which, together with the breeze and the sounds of the wind, make you live a pleasant moment that you will hardly forget. ”


Patricia Astrain and her company recircular, one of the women leaders in the 1st Summit of Technological Innovation and Circular Economy.

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The 1st Summit of Technological Innovation and Circular Economy was held on July 6 in Madrid. The participants, who were chosen among 1,957 candidates throughout Spain by the Advanced Leadership Foundation (ALF), enjoyed the opportunity to improve their knowledge among Nobel prizes, world leaders in green economy and sustainable development, and representatives of governments leading current policy and national economies.

The Summit aimed to raise public awareness about how the circular economy and innovation are competitive advantages for companies, institutions, employers and the country as a whole, promoting a more rapid and efficient transition toward a sustainable economic model in Spain. The Summit of Circular Economy and Innovation had as main objective the identification, selection and training of 300 social leaders from each of the 50 provinces of Spain with the most relevant and innovative information in several issues. The leaders were formed by 28 speakers who attended the Summit, of which 20 were men and only 8 women. Undoubtedly, an aspect that should be improved in favor of achieving a balance of gender representation, there can be no doubt that there are women leaders dedicated to work in favor of sustainability from all areas.

Among these leaders were representatives of the Business and Economy, leaders of cultural and social groups committed to sustainable development, entrepreneurship and circular economy, international cooperation, innovation and environment, and new technologies.

The following are some key phrases that were said in the Summit:

Green investments can be more profitable than the traditional ones” says Juan Verde, president of ALF.

The most pressing social problems are human, not technological” says the former president of the United States Barack Obama.

“Beyond adopting commitments, it is time to move forward in the development of the circular economy. It is the responsibility of civil society, politicians, companies; strengthening the circular economy is a challenge for all” assured Josep Bagué, CEO of SUEZ Water Spain.

From the scope of tourism, Zurab Pololikashvili, General Secretary of the World Tourism Organization, highlighted the link between innovation and job creation: “We have to use innovation to create better jobs and enhance the competitiveness of the economy“.

One of the leaders selected to attend this Summit was a Basque woman committed to sustainability, entrepreneur, Patricia Astrain, founder of the company recircular. At in2destination we are committed to enhance the visibility of the inspiring work of women in favor of sustainability, so we have had the chance to interview Patricia to learn and share:

 in2destination: What encouraged you to create recircular? When did the idea come up?

Patricia Astrain: My career has been very industrial and my first jump to entrepreneurship was with a consulting firm in the optimization of production processes. This experience allowed me to witness the limitations of consultancy work and the need for sustainability and social innovation in industrial environments. I investigated and studied the circular economy and I saw that I intended the solutions I was looking for. I decided to start working on one of the areas of the circular economy, with the concept of waste-resource, as the more tangible and easy way for companies to understand its value and potential environmental and social impacts, but also economic. In recircular we want to bring the circular economy to companies creating opportunities through the recovery of waste.

 in2destination: What is recircular? What type of companies are your clients?

Patricia Astrain:  recircular is an active platform for connection of companies for the recovery of waste as raw materials. When a company introduces a waste in the system, recircular returns information about existing opportunities for recovery, calculates the optimal transaction on the basis of economic, social and environmental indicators and connects them automatically with their potential consumers. Currently we are conducting projects with medium and large companies especially, but we are developing the online platform to be able to perform all the process automatically and access any type of company, regardless of size. It is important for us to reach SMEs to demonstrate that it is possible to be sustainable, to be circular, and it makes sense even if you are a small business, a workshop or a large multinational.

 in2destination: Which were the main barriers you have face to develop the project?

Patricia Astrain: There are some barriers to implement an initiative such as this, in addition to the obvious ones related to any innovation in conventional sectors. On the one hand, we found the legal barriers on waste, end of consideration of waste, sub-products.. At the European level, the circular economy is promoted a lot and we are in the process of implementing the initiatives involving companies in them, but the legal considerations may pose a problem in some cases. On the other hand, there are logistical barriers, related to the transport costs, above all, we deal with them by working in the most possible local way, reducing distances and incorporating innovative logistics partners to our system. We are also confronted with barriers of trust between companies and in relation to the quality of the resources we want to enhance, for which we work directly with companies and we use the concept ‘Design for Trust’ used in other systems like Airbnb. We work with all necessary actors to reduce barriers that we found.

 in2destination: What actions do you develop as intermediaries between companies?

Patricia Astrain: First we analyze the waste, sub-products or any other trace production that is presented to us, what we call resources, to know its characteristics and understand their situation. Then, we investigate on the possibilities of reusing them focusing on reuse as direct as possible (since that is what consumes fewer resources), as well as on technology and intermediate processes necessary for the adequacy of resources. In this process we try to be creative in order to identify more opportunities and more innovative as well. Then we look for sectors and firms that may need such materials or those characteristics of the resources and we will get in touch with them to promote that transactions are carried out. We take into account the economic impact and environmental and social improvement that may lead to the transaction, as we seek to focus on the triple balance, both for us and for the companies we work with. The tool that we are developing performs this process automatically and calculates the optimal transaction on the basis of indicators that consider these three aspects.

 in2destination:What future perspective do you have regarding circular economy?

Patricia Astrain: I believe that the circular economy is the way to follow to ensure sustainability as a society, as well as that of our business sector. It is the only way that ensures that we can live with the resources we have available without that future generations will have to renounce them. In addition, when we think in terms of circular economy a world of possibilities is opened with new business opportunities, innovation,… is fascinating! I also believe that it is important to mention that I always refer to the circular economy well understood as a holistic concept that goes from the ecodesign, passing by the servitization of products (in replacement of the sale) and ends in a cycle of reuse of products and materials that prevents from reaching its end of life and throw, as is done now.It is important to understand this because currently is disclosing the circular economy in the wrong way in many media, in which they only speak in terms of recycling or plastics. The circular economy goes far beyond that.

 in2destination: In which aspects do you think recircular can be beneficial for the tourism sector?

Patricia Astrain: With recircular what we get is to have local and regional companies stronger, less dependent on imported resources, more innovative and more able to face the challenges that can reach. At the same time we can create more job opportunities, creating sustainable jobs, in many cases for vulnerable groups. When we educate citizens and businesses of the value of resources and opportunities that they offer, we aspire to eliminate the need for landfill sites. In addition, many cities and regions are already working to become circular environments. I believe that all this will have an impact in a more sustainable and valuable tourism, both for the visited regions and for tourists.

 in2destination: With respect to the Summit of Technological Innovation and Circular Economy that was held the 6 of July, what aspects of those which were discussed there have had an impact on you? Did it provide you with new ideas?

Patricia Astrain: It was a pleasure to be selected as one of the 300 leaders in circular economy that was invited to attend the summit. It was an event with a high level of speakers! Barack Obama, 4 Nobel Prize winners, former presidents and presidents of countries, representatives of the World Bank or the American Sustainable Business Council… well, an incredible level. It was a very complete event in which they spoke about education, the impact of automation in the work, politics, sustainability… It wasn’t so focused on circular economy, but it was very inspiring. There was a comment from Barack Obama on the importance of going improving slowly, although it is not the perfect solution, “better is already good.” All of this is very important to recircular, because we are not the solution to all problems, we did not implement the circular economy completely, but we offer real solutions and we are already having a real impact. It is better to go forward and contributing, even if it is little by little, than stand waiting for the perfect solution.

 in2destination:What measures do you think should be taken to promote the circular economy and its development?

Patricia Astrain: Many measures are being adopted, many of them promoted from Europe, but it is true that we need greater support to ensure that the circular economy becomes a reality. On the one hand, we need access to financing with good conditions. Implement changes that the circular economy proposes can be costly initially for businesses and entrepreneurs, but in the medium term is more profitable. On the other hand, it is clear that we need less legal barriers, less bureaucracy and that they should allow us to work to give a second life to waste. I also believe it is important to support the circular economy on a practical level, talks less and do more. That is what we are doing in recircular!

Thank you Patricia for your time, congratulations for having been one of the leaders selected to participate in this summit, we have learned a lot with you, and we wish you lots of success!

Finally mention that in connection with one of the main topics addressed in this Summit, technological innovation, we want to make reference to this year’s theme of the World Day of Tourism that will help to highlight the opportunities for sustainable development they represent for the tourism technological advances, such as the data intelligence, artificial intelligence and digital platforms. The World Tourism Organization (UNWTO) believes that digital developments and innovation are part of the answer to the challenge of reconciling the continued growth with greater sustainability and responsibility in the tourism sector.

World Tourism Day in Bilbao

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Dr. Nagore Espinosa, in2destination Director, participated as speaker in the celebration of the World Tourism Day Let´s Talk about Tourism, beyond figures organized by the University of Deusto and Diputación Foral de Bizkaia on September 27th 2016. It was a very innovative day, allowing to reflect on the importance of this great economic sector and how it is linked to many other sectors. We learned from the experience of entrepreneurs and the Make it Visual team did an amazing job visually summarizing it.  Please enjoy the following video which gathers the highlights of this World Tourism Day Celebration in Bilbao – Bizkaia. Thank you for making us part, and participating was a great pleasure for us.


in2destination collaborates with RC Airworks

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Collaborating is part of in2destination core philosophy, even more so when the partners are innovative entrepreneurs from our city.

Our partners at RC Airworks start off from a tool, DRONES, to provide highly value added services with numerous applications, for instance within the tourism sector, or environmental protection, or Data Mapping for agriculture, construction or infrastructure protection.

Here we wanted to show one of the brief but wonderful creations done of our loved Urdaibai.

In2Destination – Urdaibai from RC AirWorks on Vimeo.