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Adriana Acosta is the Marketing and Communication Director of PROCOMER (The Costa Rican Foreign Trade Promoter) and oversees the strategic direction of the country brand Essential Costa Rica. Adriana has more than 20 years of experience in marketing and advertising, and she had been the head of conception and development of strategies for brands of diverse sectors such as real state, wines and distillates, premium brands, services, and fast-moving consumer goods.

Prior to joining PROCOMER, Adriana as a Marketing Director and Senior Executive, developed marketing strategies, frame and conduct marketing research, develop customer journeys and lead the social media and advertising strategy for different clients and companies. She also explored her entrepreneur side creating and managing her own advertising agency for 8 years.

Adriana is graduate of the Costa Rica University of Communication and Advertising program and has an MBA in Marketing. She has experience developing new business, leading marketing teams, managing the relation with advertising, social media and public relations agencies, commercial partners, press media and events agencies and has served as the spokesperson of different companies.

David Andrews is Director of the Great West Way, a Discover England Funded project to create one of the world’s premier touring routes between London & Bristol. This project has been led by VisitWiltshire where David is also Chief Executive. Previous tourism management and marketing roles include working at The Mersey Partnership and the Abu Dhabi Tourism Authority. Before that David worked in VisitBritain / VisitEngland roles based in London, Singapore, Chicago and Amsterdam.

Todd Babiak is the co-founder of Story Engine, a consultancy based in Vancouver that uses narrative to solve business problems and build brands. In 2011, one of his clients, the Edmonton Economic Development Corporation, changed his life because he fell in love with place-branding. Many clients later, his strategy work for Tasmania turned into a job, which led to another job, possibly the best job in the world: CEO of Brand Gold Coast.

Jerad Bachar has close to thirty years of tourism and economic development experience in an array of countries and business environments. He has worked in both developed and emerging markets in the areas of destination branding and marketing, economic development and diversification, and workforce development.

Jerad began his tourism development career at VisitPITTSBURGH in 2004.  In 2008, he became Director of Business Tourism for the Dubai Department of Tourism and Commerce Marketing where he led the development of the city’s strategy for business, sports, and leisure events.  In 2015, Jerad became an Executive Director at the Bahrain Economic Development Board where he was responsible for economic development of the travel, healthcare, education, and real estate sectors. 

Jerad returned to Pittsburgh in January 2019 as the Executive Vice President of VisitPITTSBURGH, and as of May 2020 became President and CEO of the organization. Jerad holds an MBA from the University of Liverpool.

Christian Biller is a Brand Strategist at the Swedish Institute (SI), based in Stockholm. With a career at SI that spans over fifteen years since 2007, he has been working with the marketing and communication of Sweden through a variety of strategic initiatives. One of Christian's contributions includes the communication concept, "Pioneer the Possible," aimed at bolstering Sweden's position in export and investment promotion.

Currently, he is part of the Unit for the Image of Sweden Analysis, where he holds a specialized responsibility for the business sector, Sweden’s overall brand strategy and Sweden’s visual identity.

Asbjørn Overgaard took up the position as CEO in Copenhagen Capacity on 1 June 2020 being at the forefront of attracting and retaining foreign companies and talents, with the aim of creating growth and development in Greater Copenhagen. Throughout his career, Asbjørn has worked in both private companies and public organizations and close to the political decision-making process. Asbjørn has a long experience from positions as Director of Danish Shipping, a number of positions in the Ministry of Foreign Affairs, including Private Secretary to the Minister of Trade and Investment, Deputy Ambassador and Deputy Director of Invest in Denmark.

David Downs, CMInstD

Genetically Modified Optimist

 David has had a successful career in the private and public sector and is now CEO of The New Zealand Story, an ambitious government-funded organisation marketing New Zealand to the world. He also acts as a consultant and is a director on several boards, including as Chair of The Icehouse, and the Hi-Tech Trust. David is an ex-comedian, TV and radio actor, semi-finalist for New Zealander of the Year, cancer survivor and a published author of the books No.8 Re-wired, No.8 Recharged, A Mild Touch of the Cancer, and Silver Linings. David founded SOS Business, a hugely successful not-for-profit initiative to help cafes and other small businesses during covid-19.

Mark’s role as CEO of Explore Seattle Southside enables him to interact with an engaged team of experienced destination marketers in a region south of the Seattle Washington metro core. Mark’s background includes managing hotels and multi-hotel portfolios for 35+ years prior to transitioning into destination marketing.

Explore Seattle Southside is a unique destination marketing organization. The organization’s public funding via a lodging assessment provides stability for the organization to plan multi-year marketing campaigns. The region it markets experiences over 50 million visitors a year, surpassing many other larger and more well-known destinations. The organization has been recognized as one of the best workplaces in the State of Washinton for the past several years – unheard of for a governmental authority.

David Gilbert serves as President and CEO of Greater Cleveland Sports Commission, an organization dedicated to making Greater Cleveland the nation’s foremost destination for amateur sporting events and activities, and Destination Cleveland, the region’s destination marketing and management organization. He re-established the Sports Commission in 2000 and assumed his role with Destination Cleveland in 2011. From April 2015 through December 2017, David also served as the president and CEO of the Cleveland 2016 Host Committee for the Republican National Convention.

Greater Cleveland Sports Commission is responsible for attracting, creating, managing, and enhancing significant sporting and competitive events. Since 2000, the organization has attracted over 200 events including the NFL Draft, MLB All-Star Game, NBA All-Star Weekend and NCAA Women’s Final Four in addition to the upcoming 2024 Pan-American Maters Games. These events have contributed more than $820 million in local economic impact.

At Destination Cleveland, Gilbert is responsible for carrying out the organization’s mission to drive economic impact and stimulate community vitality by positioning and promoting Cleveland as an exciting, vibrant destination. Under his leadership, visitation and economic impact increased dramatically for nine consecutive years (2011-2019) before the onset of the COVID-19 global pandemic. During that time, annual visitation grew at a pace greater than the U.S. visitation growth rate.

Gilbert serves as vice president on the board of the International Children’s Games, based in Lausanne, Switzerland, and sits of the boards of the Rock & Roll Hall of Fame, Huntington Convention Center of Cleveland and the U.S. Travel and Tourism Advisory Board of the Department of Commerce. He was named by Crain’s Cleveland Business as one of Cleveland’s “30 influencers of the past 30 years,” Ernst & Young Entrepreneur of the Year and in 2016, he received the SME Cleveland Business Executive of the Year Award.

Gilbert has a Bachelor of Arts degree in marketing from The Ohio State University and an MBA from Cleveland State University.

Sarah was appointed CEO of NewcastleGateshead Initiative (NGI) in 2020. Sarah oversees all aspects of NGI, the destination and inward investment agency that delivers for Newcastle, Gateshead, and the wider region.

Prior to NGI, Sarah was the Director of Regions and Nations at CBI. She qualified as a lawyer with Clifford Chance working Hong Kong, London and Shanghai and has a MSc in Urban Regeneration and an MBA. Sarah is also currently completing a PhD scholarship at Durham University, studying the social impact of small businesses on the rural economy.

With a passion for improving the visitor economy, advocate for social mobility and enabler of economic growth in the North East, she sits on the Tourism Industry Council, is an Independent Advisory Board member at Tyne & Wear Archives & Museums (TWAM), a council member at the National Trust and a non-executive director at Ryder Architecture.

My background is in political science and integrated communication.

I have more than 15 years experience in communication working within different areas - public and digital diplomacy, stratcom, government affairs, media relations, PR, country branding.

Together with my team in 2019 we have launched a new brand strategy and platform - Lithuania Co-Create. 

Megan Knott, CEO of Tourism Kingston, and proud mom of two daughters, has more than 25 years of experience in leadership and development, strategic marketing, media and public relations, and business and fiscal management. She holds an MBA in community economic development and is pursuing credentials as a Certified Destination Management Executive.

Megan led city partners in the creation and funding framework for its now established tourism organizations: a hotel association and the destination management organization. Kingston Accommodation Partners’ mission is to advocate for the industry. Tourism Kingston’s mission is to create economic return and visitor experience supports through sales, marketing, the creative industries, and visitor services. Under Megan’s stewardship, these organizations work collaboratively, along with other municipal and community partners, to deliver on the destination’s Integrated Destination Strategy.

Megan also led negotiations for instituting the Municipal Accommodation Tax in Kingston, in which all funds collected from overnight stays are reinvested into the city’s tourism efforts. Her proven capabilities in stakeholder engagement, ideation, and consensus-building have led to the development and implementation of many community investment partnerships and major infrastructure projects.

An active member of the Kingston community, Megan has participated on several boards of directors, including for Regional Tourism Organization 9, Kingston Economic Development Corporation, Downtown Kingston BIA, and the Greater Kingston Chamber of Commerce.

Under Megan's leadership, the Kingston brand has been recognized with more than 30 national and international awards since its inception in 2018.

Film maker and multimedia communication consultant by profession, Beryl Koltz has been working since 2020 as the Head of the Luxembourg image brand promotion, better known as the LuXembourg - Let's make it happen initiative. Within the Ministry of the Economy, the operational LuXembourg - Let's make it happen cell is a team of eight people responsible for inspiring, coordinating stakeholders and promoting Luxembourg's brand image abroad.

Miriam Lawley is a highly experienced Senior Marketing Manager with over 15 years of expertise in strategic marketing, brand management, and communications. Currently serving at the Adelaide Economic Development Agency (AEDA), she leverages her extensive background in leading integrated marketing strategies to support the agency’s mission of driving economic growth and enhancing the city’s reputation.

Throughout her career, Miriam has successfully managed cross-functional teams to execute marketing initiatives that align with organizational objectives, enhance brand visibility, and deliver measurable results. Her experience spans across various areas, including destination marketing, media buying, brand strategy, and event promotions. She has a strong ability to craft data-driven marketing campaigns, utilizing consumer insights and analytics to optimize performance and achieve key business outcomes.

With her deep understanding of marketing dynamics and her commitment to delivering impactful solutions, Miriam supports AEDA in advancing its vision and promoting Adelaide as a vibrant and dynamic destination for business, investment, and tourism.

Clare has been a member of the Calgary  Municipal Land Corporation team since 2010 – an organization tasked with the  revitalization of Calgary’s Rivers District. Together with her team, they have successfully led the rebranding of Calgary's East Village, a 49 acre brownfield  site that has attracted more than $3 Billion in private investment,  transforming the area into one of the City's most vibrant neighbourhoods. 

As VP of Marketing and Communications, Clare leads the corporate communications and public engagement strategies. In addition to the ongoing effort in transforming East Village, she oversees strategic communications in the delivery of the broader Rivers District Master Plan, a 20-year master plan for Calgary’s emerging Culture and Entertainment District, including project communications for the BMO Convention Centre Expansion, 17th Avenue Extension, and new Event Centre. 

Global Communications Manager at Slovenian Tourist Board

With over 15 years of expertise in media, TV production, PR, and acclaimed marketing projects, she thrives on creativity and remains attuned to emerging trends in communication strategies. At the Slovenian Tourist Board, she's deeply engaged in promoting Slovenia as a premier tourist destination, collaborating with international journalists, preparing press trips, and contributing to numerous creative projects, making her role nothing short of a dream job.

Amanda Lumley is Chief Executive of Destination Plymouth. She has a wealth of experience in tourism from leading UK national attractions such as Chester Zoo and Leeds Castle, to regional tourism partnerships Visit Essex, Visit Kent and most recently Plymouth, Britain’s Ocean City where she was involved in the Mayflower 400 programme for over 9 years.

As well as being the voice of the city’s visitor economy, she leads on the city’s brand strategy, Visitor Plan, marketing and digital strategy, events, major development projects, public space and place making.

Amanda is Immediate Past President, a Director and a Fellow of the Tourism Management Institute, a Fellow of the Chartered Institute of Marketing and Co-Chair of the Great South West Tourism Partnership.

Fiona Macdonald is the Head of Strategy at VisitBritain/VisitEngland, guiding the strategy for the national tourist board. Working there for 8+ years, she previously lead the international marketing for Britain and England’s business events sector as part of the GREAT campaign. Fiona has seen many global place brands, having started her career in New Zealand’s tourism sector at the then Ministry of Tourism, and also during her time at Reed Exhibitions (headquartered in London, UK) where she guided the strategy and growth of the global travel events including World Travel Market, International Luxury Travel Market and IBTM World.

Sithembile Ntombela has been part of the Brand South Africa team for over a decade. A prolific marketer with over 22 years of marketing experience in private and public sector and has a deep understanding of the marketing and brand environments.

She has extensive classical marketing experience in FMCG, global marketing, and destination (Nation Brand) marketing. A leader with the mission to innovate and improve overall company performance. She is a prudent decision-maker and an inspiring leader that strives to build high performing teams.

Sithembile has held senior managerial positions from diverse companies and her experiences include developing and implementing impactful, successful, and sustainable brand strategies.

Sithembile completed her Marketing undergraduate qualification at Mangosuthu University of Technology in KZN. She later pursued and completed a Post Graduate National Diploma in Marketing and BPHIL Honours in Marketing through the Institute of Marketing Management (IMM) and a Masters in Commerce (MCOM) from MANCOSA.

She is a Chartered Marketer (CM-SA) with the Marketing Association of South Africa (MASA) and a member of Black Management Forum.

She is also an Advisory board member the CMO Council (Sub Saharan Africa) and City Nation Place where she continues to share her insights relating to dynamics in brand and marketing world.

Andrea is a serial entrepreneur with experience launching and scaling companies in energy, sustainability, and corporate social responsibility. Originally from California, she relocated to Oslo in 2017 and has had various roles focused on building Oslo’s innovation ecosystem. As City Innovation Lead at Oslo Business Region, the city’s business development agency, she helps technology startups scale through innovative pilot projects, talent attraction and retention initiatives, and international brand building.

Prior to joining Oslo Business Region, Andrea was Special Advisor, International Brand Management at Oslo Region Alliance, representing 65 municipalities in the Greater Oslo Region. She developed programs and tools for attracting and retaining international talent and investment in close collaboration with municipalities, industry clusters, incubators, corporates, and academic institutions.

She co-developed Oslo's brand guide, "Branding Oslo," a joint project by Oslo Region Alliance, VisitOSLO and Oslo Business Region. The guide is a digital summary of Oslo’s Brand Management Strategy, first conceived in 2015 and still in use today.

Larissa Perdomo is the Country Brand Manager at Uruguay XXI, a position she has held since 2014. With over 20 years of experience in corporate communications and institutional image management, she has led the Uruguay Country Brand project, coordinating efforts across public and private sectors. She holds a Bachelor’s degree in Communication Sciences and a Postgraduate Diploma in Cultural Management and Policy from the University of Barcelona. Larissa has represented Uruguay in international Nation Branding forums and coordinated regional projects with the IDB and Redibero.

Jess Radford is the Acting CEO of Brand Tasmania, leading the organisation’s mission to define, amplify, and leverage Tasmania’s unique identity as a driver of social, economic, and cultural growth.

Brand Tasmania works closely with the community, using research-driven insights and engagement to develop projects that bring the brand to life across government, business, and society while addressing policy challenges and harnessing Tasmania’s distinct competitive advantages.

With a passion for Tasmanian-ness, Jess specialises in uniting diverse stakeholders, co-designing strategies, and shaping narratives that foster sustainable, thriving communities across the state. Her work ensures that Tasmania’s brand is a tool for meaningful action.

Louisa Shaw is the Place Brand Manager at We Are Staffordshire, a new approach to promoting and marketing the county, funded by Staffordshire County Council.

Louisa is working with Staffordshire’s Place Board of business leaders and partners to develop and promote a vibrant new place brand and narrative for Staffordshire, maximising opportunities to promote inward investment, support visitor economy, and generate economic growth across the county.

With over a decade's experience in destination marketing, Louisa has led complex marketing and community engagement programmes for major infrastructure and regeneration developments in the Midlands and wider UK.

Irina Tolstousov is a seasoned professional as the Deputy Director for Invest Moldova, boasting a rich history of success in both public and private sectors. With expertise in marketing strategy, public relations, and brand promotion, she stands out as a strong marketing professional, adept communicator, and collaborative team player.

Specializing in the economic field, Irina has actively contributed to European Union projects related to the DCFTA implementation. Notably, she holds the distinctive role as the first and sole individual in Moldova entrusted with managing the country's brand.

At the Invest Moldova Agency, Ms. Tolstousov leads efforts to promote the Republic of Moldova as an investment magnet, export hub, and tourist haven. Her dedication to this unique role is highlighted by her exclusive responsibility for Moldova's comprehensive brand management.

Irina holds a Bachelor's and a Master's Degree in Marketing Management, with her master's thesis focused on the branding of the Republic of Moldova. Additionally, she served as a jury member for the prestigious City Nation Place Awards in 2023, the foremost platform for place builders. This further attests to her influential role in shaping global perceptions of regions and nations.

Sirpa Tsimal is an economic development and foreign direct investment specialist. Currently, she is Director for Investment Promotion at Switzerland Global Enterprise (S-GE), where she leads the Global Marketing team.

At S-GE, Sirpa focuses her work on emerging technologies and ecosystems such as AI, blockchain, health and robotics in attracting foreign direct investment (FDI) to Switzerland. Sirpa is a board member of the Home of Blockchain initiative, on the steering committee of the Swiss Biotech Report, and on the advisory board of CityNationPlace. She is a frequent speaker at industry events.

Sirpa has 18+ years of experience working with and leading international teams in marketing communications, business development, market entry and strategic innovation projects. Prior to S-GE, Sirpa was the founder of The Location Lab, an innovation consultancy, and co-founder and Managing Partner at TSIMANN LLC, a communication agency in New York/Washington DC. Sirpa worked as a consultant for various economic development agencies such as BaselArea and Health Industries South Australia. She also ran and scaled the mentorship program at two health tech accelerators, in New York City (ELabNYC) and in the State of Connecticut (ABCT).

Sirpa graduated from the University of Zurich in 2003 with a master’s degree in communication sciences, international law and social anthropology.

Eveline Vincke is the Place Brand Manager at the City of Ghent and is dedicated to strengthening Ghent's image. She creates awareness for the Ghent brand and supports stakeholders in implementing the brand values into their projects.

Eveline began her career in the advertising sector, where she worked at renowned agencies such as Duval Guillaume and McCann Erickson. She holds a PhD in Communication Sciences (Ghent University), with a focus on communication through behavior.

Today, Eveline focuses her expertise – and love for Ghent – on making the brand tangible throughout the city. Her work contributes to creating an attractive and competitive city and has a positive impact on the well-being and pride of its residents. 

Sarah Volberg is the Executive Director, Growth Marketing and Brand Intelligence at Destination Canada, with over two decades of marketing and communications experience. She leads the strategic use of data and insights to guide domestic and global marketing. A passionate advocate for evidence-based decision-making, Sarah champions a test-and-learn culture, rigorous performance systems, and centralized market intelligence. She also spearheaded Destination Canada’s Brand and Marketing Measurement Framework—adopted by Team Canada partners—to position brand equity as a national driver of wealth and well-being.

A recognized leader in Canada’s tourism sector, Andrew was recently appointed President and CEO of Destination Toronto following 18 years with the organization in a range of leadership roles, including Executive Vice President of Destination Development and Chief Marketing Officer. 

A champion and frequent spokesperson for the industry, Andrew just completed a term as Board Chair of the Tourism Industry Association of Ontario, and also serves on numerous other boards and committees including Destinations International and the Toronto Region Board of Trade. Prior to Destination Toronto, Andrew served as a senior advisor to an Ontario cabinet minister, and spent nine years in communications in the healthcare and biotech industry.