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Tourism Futures Conference: Marketing the New Cultural City

Over 90 guests from tourism, heritage and arts organisations attended the fourth Tourism Futures conference where presentations and live discussions about the key challenges and opportunities that cultural tourism presents took place at York St John Business School.

Professor Tonino Pencarelli, from the University of Urbino Italy, presented "Branding in Tourism Products and Destinations" and Ann Gurnell, General Manager of visitor attraction operator Continuum, engaged the audience with the case study of Oxford Castle – a 1000-year-old castle and former prison that recently opened as a tourist attraction.

Delegates were pleased to participate in a varied selection of sessions.  From learning how storytelling can help your business to engage visitors to the challenges that York face to become a UNESCO World Heritage Site.  Some of the participants say:

“I liked the 'story telling approach' to visitor involvement as I may apply this for delivering meaning of the festival to festival goers”

“Highly enjoyable and thought provoking - needed a bit more time!”

“The combination of speakers, one from academia and one from industry was good”

Tourism Conference 2010                 Tourism Conference 2010 

Delegates networking

 Tourism Conference 2010                Tourism Conference 2010

Panellists (L-R): John Yeomans, Professor Tonino Pencarelli & Ann Gurnell