| 10:00 | Introduction to the conference |
| • Jacek Majchrowski, Mayor of the City of Krakow | |
| • Andrzej Gut-Mostowy, Secretary of State in the Ministry of Sport and Tourism, Plenipotentiary of the Prime Minister for the promotion of the Polish brand | |
| • Mikhael De Thyse, Secretary General Organisation of World Heritage Cities (OWHC) | |
| • Ricardio Rio, Mayor of the City of Braga | |
| • Bartłomiej Walas, The University College of Tourism and Ecology - Can tourism in historical cities be sustainable? | |
| 11:00-11:20 | Break |
| 11:20-12:50 | Panel I - Challenges for Tourism Entrepreneurship After COVID-19 |
| Introduction to the panel: Magdalena Kachniewska, SGH Warsaw School of Economics - Digitization in marketing and tourist attractiveness of the city | |
| Case study: Marco Bettini, General Director VENIS Spa (Venice) | |
| Panel moderator: Rafał Romanowski | |
| Panelists: | |
| 1. Alessandro Rocchi, General Director FairBnB | |
| 2. Jelka Tepšić, Deputy Mayor City of Dubrovnik | |
| 3. Magdalena Kachniewska, SGH Warsaw School of Economics | |
| 4. Carlos Neves, Business Association of Braga | |
| 5. Marco Bettini, General Director VENIS Spa (Venice) | |
| 6. Piotr Laskowski, Polish Chamber of Tourism, Małopolska Branch | |
| 7. Szymon Gatlik, Kraków Food & Travel | |
| 12:50-13:30 | Break |
| 13:30-15:00 | Panel II - Tourism and Cultural Heritage |
| Introduction to the panel: Magdalena Sroka, CEO Alvernia Planet, Common values of tourism and culture of a historic city | |
| Case Study Gianluca Saba, Head of the International Affairs Office Municipality of Genoa (Tourism Friendly Cities, URBACT) | |
| Panel moderator: Łukasz Cioch | |
| Panelists: | |
| 1. Andrzej Betlej, Director of The Wawel Royal Castle | |
| 2. Gianluca Saba, Head of the International Affairs Office Municipality of Genoa (Tourism Friendly Cities, URBACT) | |
| 3. Laura Gaggero, Deputy Mayor for Tourism and City Marketing City of Genoa | |
| 4. Magdalena Sroka, CEO Alvernia Planet | |
| 5. Mikhael De Thyse, Secretary General Organisation of World Heritage Cities (OWHC) | |
| 6. Radosław Fronc, CEO Main Square Hospitality Group | |
| 7. Robert Piaskowski, Plenipotentiary of the Mayor of Krakow for culture | |
| 8. Simone Venturini, Deputy Mayor for Social Welfare, Tourism, Health and Economic Development, City of Venice |
| 15:00-15:20 | Break |
| 15:20-16:50 | Panel III - A Local Community for Tourism Policy |
| Tourism Friendly Cities’ (URBACT III) Panel | |
| Introduction to the panel:Anamaria Vrabie - Lead Expert for the URBACT Tourism Friendly Cities Network | |
| Case Study Elżbieta Kantor, Head of Department of Tourism, City of Krakow – A sustainable Tourism Policy for Kraków in the Years 2021 - 2028 | |
| Panel moderator: Magdalena Kursa | |
| Panelists | |
| 1. Anamaria Vrabie, Lead Expert for the URBACT Tourism Friendly Cities Network | |
| 2. Elżbieta Kantor, Head of Department of Tourism, City of Krakow - Tourism Friendly Cities | |
| 3. Grzegorz Soszyński, tourism market expert | |
| 4. Jacek Legendziewicz, CEO Jordan Group | |
| 5. Jorge Villar Guijarro, Councilor of the City of Cáceres for Tourism, Innovation, Technological Development and Transparency | |
| 6. Julijana Antic Brautovic, Head of Department of Culture and Heritage, City of Dubrovnik | |
| 7. Simone d'Antonio, Ad Hoc Expert for the URBACT Tourism Friendly Cities Network |
| 16:50-17:00 | Wrap up of the conference |
