PM4SD Summer School 2019 7th Edition

Project Management for Sustainable Development

Success in Tourism

Master Classes by International Experts for Sustainable Tourism

This year will take place in Armenia

18-22 October 2019 Yerevan, Armenia

The Summer School in Leadership and Governance for Sustainable Tourism is back for its 7th edition, hosted by United Nation Development Program - UNDP ARMENIA, it will take place in two cities: Yerevan and Dilijan.

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 Summer School will be held on October 18-21, 2019.

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 and Fest; Rob Holmes, Founder & Chief Strategist of GLP Films; Brandon Presser, travel expert; Kelly Galaski, Planet Terra.

    There is the possibility also to participate at the Aurora Prize Ceremony and Charity Concert:

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

Armenia, a small but charming country with a rich history, is becoming an increasingly popular tourist destination. Armenia is home to countless beautiful monasteries and other tourist attractions and they are often found in areas of truly outstanding natural beauty.

Armenia‘s tourism recent uptake is about 20 percent.

United Nations Development Programme in Armenia (UNDP) is one of the players in shaping Armeni‘s future to be a unique sustainable destination, building capacities in effective tourism planning and managing aligned with the Sustainable Development Goals.

The event in Armenia is special as it is part of the AURORA Humaniatrian Initiative Forum that gathers together leaders and change-makers from across the world to share knowledge, perspective and ideas, which together can deliver practical action and change. UNDP in Armenia‘s far reaching development agenda is driven by partner institutions with a shared commitment to address global challenges and local development.

The IRTD Project -

The Integrated Rural Tourism Development project is funded by the Government of the Russian Federation and implemented by the UNDP in Armenia, aims to develop rural tourism as an income-generating activity in order to reduce rural poverty and create employment.

The project is currently developing local infrastructure and supporting rural communities to develop into up-and-coming tourist destinations:

Silvia Barbone

  Silvia Barbone

Director of Jlag and Fest, Head of EU Projects and Partnerships at Federturismo Confindustria, experienced grant evaluator for the European Commission. Based in Brussels, Belgium. International expert in sustainable tourism, project management and destination management. I am the developer of the PM4SD certification ( , and since Jan 2018 I am coordinating The Next Tourism Generation (NTG) Alliance to build and implement the first European Blueprint Strategy for Sector Skills Alliance. I am specialized in management consulting for tourism, both for private and public-sector agencies. I have designed and implemented many projects, from small to large scale, and set up international partnerships, planned and delivered training activities and events, with the aim to bring sustainability from theory to practise. This involves working with leading global organisations, including UNWTO, UNESCO, UNEP, European Travel Commission, European Commission, European Parliament, UNEP, World Bank, as well as local, regional and national stakeholders. I am a regular public speaker at international conferences. Achievements Selected as one of the 10 European Experts for ETIS - EU Tourism Indicator system Designer and manager of successful project proposals for a total amount of almost 20 million euros. Developer of the certification scheme PM4SD® Set up the Next Tourism Generation Alliance partnership Trained and certified 300 tourism practitioners in PM4SD in Europe and Canada, USA and Jordan Delivered sustainable development capacity building workshops in 23 countries: United Kingdom, Belgium, Italy, Portugal, Greece, Bulgaria, Austria, Lithuania, Spain, Iceland, Finland, Check Republic, Jordan, Canada, USA, Korea, Tunisia, Morocco, Georgia, Iran, Qatar, Saudi Arabia, and Turkey. Founder and director of the European Summer School Leadership and Governance for Sustainable Tourism, which hosted 5 annual events to date.

Arman Valesyan

  Arman Valesyan

Arman Valesyan is a UNDP ‘’Integrated Rural Tourism Development’’ project coordinator who is responsible for managing the team that implements the biggest touristic projects across Armenia with the perspective to develop rural tourism and make it an income generating opportunity for local villagers around the country. Weaving together his rich business experience and deep understanding of the nonprofit sector, Arman together with his team create new infrastructure, educate local communities and set a benchmark for future investors and local entrepreneurs. Arman also held a project officer position at the Global Compact, a project of the UN implemented in Armenia by UNDP country office to promote the concept of Corporate Social Responsibility (CSR) in Armenia.

elsa cattivera

  Elsa Cattivera

Elsa is a consultant and researcher focusing on social innovation and entrepreneurship. She has an MA in Politics, Administration and Organization and a Postgraduate Specialization in Project Tourism Management. For the last five years, she has been collaborating with different NGOs and SMEs as project manager, with a keen interest in project design, particularly in the areas of public policy, cultural heritage and sustainable development.

Ruzanna Hayrapetyan

  Ruzanna Hayrapetyan

Ruzanna Hayrapetyan is a UNDP ‘’Integrated Rural Tourism Development’’ Project Associate who is responsible for the project administrative and training component. She is coming with 18 years of experience in development (national and international organizations), and specializes in content building, program design and implementation, project planning and brings experience in partnership, youth projects and networking. Holds Maters in Public Sector Management from Cyprus International Institute of Management and is a Certified PM4SD candidate.

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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.

Responsive image