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 IN 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- European Summer School for Sustainable Tourism is proud to partner with the inaugural AURORA FORUM (October 14th-21st) that will bring together the world’s leading authorities on social, scientific-technological, educational, and humanitarian innovation, marking the first program of its kind in the region.

The Forum is powered by partner institutions with a shared vision, providing an opportunity for thought leaders to compare best practices, lessons learned and, in some cases, disruptive thinking around issues ranging from infrastructure challenges to healthcare breakthroughs to women’s empowerment.

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.

Kelly Galaski

  Kelly Galaski

Kelly Galaski has 20 years of tourism experience across the for-profit and not-for-profit sectors.

She holds a Bachelor of Commerce degree in Hospitality and Tourism Management and a Master in Environmental Studies in sustainable tourism development.

She has 10 years of experience working in rural, underserved communities, creating social enterprise opportunities in tourism by connecting communities and local non-profits with the private sector. This includes working for over 10 years with Planeterra, the non-profit partner of G Adventures, the world’s largest adventure travel brand, developing community tourism product.

Currently Kelly is the Director of Global Programs for Planeterra overseeing the organization’s 80+ community tourism projects.

Kelly has also been part of the team guiding G Adventures in the development of responsible travel policies and a supply chain assessment system to measure local impact and sustainability across the companies’ 2000+ global suppliers.

Rob Holmes

  Rob Holmes

With over 20 years of experience in the travel industry, Rob Holmes has a diverse background in multimedia content, sustainable tourism, strategic marketing, and global business. Rob is the Founder & Chief Strategist of GLP Films, an award-winning content marketing agency dedicated to authentic storytelling and ROI-based distribution campaigns for the travel industry.

Since founding GLP, Rob has harnessed the power of the travel industry to create positive impacts across destinations, communities, and stakeholders. Rob has traveled to over 40 countries, directed 200+ films, and spearheaded countless global content campaigns for destinations, media, airlines, brands, operators, hotels, and nonprofit organizations. Recent campaign highlights include: surpassing 7 million video views for the Georgia National Tourism Authority campaign; winning Travel Weekly’s Magellan Award for “Best Cruise Marketing Film” for SeaTrek Sailing Adventures; and earning the award of “Best Adventure Travel Film” voted by industry leaders at the Adventure Travel World Summit two years running.

In line with his dedication to sustainable tourism, Rob has a B.A. degree in Wildlife Management and Conservation Biology, and an M.B.A. in International Business, Marketing and Environmental Management. Rob often speaks on sustainable tourism, storytelling, and content marketing at leading industry events.

Connect with Rob Holmes: Website | Instagram

Xavier Font

  Xavier Font

Dr Xavier Font is professor of Sustainability Marketing at the University of Surrey.

He researches and develops methods of sustainable tourism production and consumption.

He has published widely about sustainable tourism certification, and has consulted on sustainable product development, marketing and communication for several United Nations agencies, the International Finance Corporation, the European Commission, VisitEngland, Fáilte Ireland, VisitWales, VisitScotland and WWF amongst others.

Sabato Manzo

  Sabato Manzo

Sabato Manzo born and raised in a small city in the south of Italy, Pompei, one of the most important archeological city in the world and Unesco site since 1997.

He began his hospitality career working for his family’s delicatessen and restaurant while pursuing his college degree.

Sabato completed his studies in business and marketing at the University of Naples.

With more than 20 years in the food industry, Sabato’s background spans from privately owned boutique restaurants and hotels to large franchisee hotels as Accor Group as a food & beverage consultant.

He has extensive experience in the ideation and development of new openings, renovation planning and asset management in the restaurant and hotellerie business.

Sabato’s commitment and desire to provide the ultimate F&B customer experience is marked through his creativity, knowledge of the industry’s ecosystem and training skills, giving each property he touches a competitive edge within the market.

Since a child Sabato grew-up with the idea that tourism is a great opportunity for the growth of local communities and that food is in the perfect position to leverage it.

Corné Dijkmans

  Corné Dijkmans

The central thread in his work is the Digital Innovation of tourism.

Corné holds a PhD in Communication Science (Amsterdam), a MSc in Business Economics and a MSc in Marketing Management (Tilburg).

Working in academia as well as for the industry, he was involved in the realization of the future industry study “Travel Tomorrow” for the Dutch Association of Tour Operators, advising about the impact of digital disruption in the industry.

Currently, he is responsible for managing the academic and applied research program of Breda University of Applied Sciences (Academy for Tourism), and the valorization of this research program through (inter)national business-oriented and research projects.

Furthermore, he actively participates in numerous (inter)national projects primarily focusing on consultancy and on education of tourism professionals in information & communication technology, e-business and online media. He is the author of the books ‘E-marketing To Go’ and ‘Social Media To Go’, and developer of the international online business simulation ‘Emerald Forest Hotel’, utilized in business and in higher education institutes across Europe.

More information is available viaé-dijkmans.

Jasper Visser

  Jasper Visser

Jasper Visser is an international consultant and facilitator specialized in sustainable development, digital transformation, and community leadership in cultural and civic organizations.

Jasper has a background in educational design and community-driven development and started his career as a consultant and designer for organizations such as the World Bank and the European Union, as well as NGOs and social initiatives.

Currently, Jasper is a strategic designer and senior partner at the consultancy boutique VISSCH+STAM, where he has worked on audience engagement and co-creation projects for a wide range of clients including IFLA, the European Parliament, the State Library of New South Wales, the National Arts Centre of Canada and Philips.

Jasper is co-developer of Quantum Culture, Cards for Culture, the Digital Engagement Framework, blogger at The Museum of the Future and associated lecturer at the Reinwardt Academy.

Rachel McCaffery

  Rachel McCaffery

Rachel McCaffery has over fifteen years international experience in tourism development and holds a Masters degree in International Tourism Policy. She has extensive travel industry experience having worked in commercial and sustainability roles for Frontier, Panorama Travel, Virgin Holidays, Virgin Atlantic Airlines, Martinhal Resorts, STA Travel and small group tour specialist, G Adventures.

Rachel has also has a long history in sustainable tourism destination development. She advised on tourism strategy for Visit Sheffield and The Florida Keys. While working with global climate change non-profit, Intasave, she input extensively into climate change adaptation and sustainable development projects with tourism industry crossover, such as the UK Department for International development funded, Caribbean Fish Sanctuaries Partnership initiative. She project managed pilot testing of the European Tourism Indicator System, for the European Commission. She also helped establish the community based eco-tourism facility for wild chimpanzee viewing, in Kibale National Park, Uganda, developed visitor education facilities at Lee Stocking Island in The Bahamas and has worked on terrestrial and marine research projects in Tanzania and Jamaica.

Rachel has also input into the creation of various internationally adopted sustainable tourism tools such as the ABTA Guide to Responsible Voluntourism, The ABTA Global Guidelines on Animal Welfare in Tourism and the Travelife sustainability certification for accommodations and for tour operators. She is a Director of Travel Without Plastic and co-author of ‘Lets Reduce Single-Use’ a plastics reduction guide and toolkit for hotels. She also recently co-authored a guide to the use and application of sustainability schemes in Europe for the European Travel Commission.

Iana Ustiugova

  Iana Ustiugova

Iana was born in Russia, in a family of journalists, founders of the Compass media company. That’s where she started her career as a TV reporter, author and presenter of a weekly cultural and social program. for TNT channel-region. Then switching her focus to more administrative work, as launching and placing top of Russian radio stations for the regional markets: from the concept creation and licensing to brand-management, advertising and PR companies.

Afterwards, intension to explore more sectors in marketing and brand-management, especially in luxury markets, lead her to graduate at Istituto Marangoni in Milan, Italy.

Presently, she collaborates with “Monzurò Consulting” as a marketing responsible for expanding new formats, research and distribution on foreign markets.

Emmanuele Cucchi

  Emmanuele Cucchi

Emmanuele Cucchi was born in Milan, Italy. In a family of pastry chefs, founders of reputable “Pasticceria Cucchi 1936”.

Chef of the “Italian Chefs Federation”, co-founder of the first Brazilian channel of Italian cuisine "SambaCooking" with more than 15 million views. Presenter and chef of the TV program “Um Dois Feijão Com Arroz” on Discovery Channel in 2016.

Executive Chef of show-restaurant Maison Milano, where he creates the concept of “Interactive cuisine”.

Since 2017 consulting chef of “Monzurò”, the company that is engaged in creation, development and management of new formats in the restaurants, bars and hotel chains throughout Italy such as Ibis Hotel, Corallo in Rinascente Milan, Panino Perfetto Rinascente Roma, Catena Mò, responsible for the creation of menu and staff training in more than 30 projects for today.

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