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The III MED Sustainable Tourism Convention

 

The III MED Sustainable Tourism Convention, organised by the Barcelona Provincial Council in collaboration with the Community4Tourism partnership in the framework of the Mediterranean Sustainable Tourism Community, will take place in Barcelona on 18–19 June 2026.

Under the theme “Tourism transition in the Mediterranean”, the third edition of the Convention aims to foster a strategic debate on new tourism agendas, climate change, resource management, digitalisation, circular and regenerative economy approaches, as well as the role of Mediterranean cooperation in the transition towards more sustainable, resilient and inclusive tourism models. The Convention will also provide a platform to showcase the solutions and knowledge generated by the projects of the Mediterranean Sustainable Tourism Community.

The event will be held in a face-to-face format and will bring together approximately 250 tourism stakeholders, including policy-makers, public authorities, experts, researchers and key actors from the Mediterranean tourism ecosystem.

VENUE | Barcelona Centre of Contemporary Culture – Montalegre, 5 – 08001 Barcelona

Agenda

Overview

The MED Sustainable Tourism Convention will take place on June 18th and 19th, 2026. While on the first day all the sessions and panels will be held in plenary, on the second day the agenda foresees parallel sessions.

VENUE | Barcelona Centre of Contemporary Culture – Montalegre, 5 – 08001 Barcelona

Side event: On June 17th it will be held instead the side event: Advancing Sustainable Blue Tourism in the Mediterranean: Towards the MED Blue Tourism Flagship Initiative.

Organised in the framework of the MED Sustainable Tourism Convention 2026 and #EUGreenWeek by IUCN Med, IDDRI, eco-union, Plan Bleu, UNEP/MAP and Barcelona Provincial Council.

Participation is limited to registered attendees.

Register here: https://forms.gle/mkp7hxVmzgJCqeJCA

VENUE | Auditorio del Patí Manning, Barcelona

Side event - June 17th, 2026

When: 17 June 2026 |  17:30–19:00 CEST
Where: Auditorio del Patí Manning, Barcelona

This session will bring together Mediterranean stakeholders to share experiences and lessons learned from the Blue Tourism Initiative, and discuss how to scale up sustainable and nature-positive tourism across the region.

The discussion will also look ahead to the Mediterranean Blue Tourism Flagship Initiative under the Barcelona Convention, exploring opportunities for regional cooperation, governance and long-term impact.

REGISTER HERE: https://forms.gle/mkp7hxVmzgJCqeJCA

The AGENDA will be available soon.

In-person event only – participation is limited to registered attendees.

Organised in the framework of the MED Sustainable Tourism Convention 2026 and #EUGreenWeek by IUCN Med, IDDRI, eco-union, Plan Bleu, UNEP/MAP and Barcelona Provincial Council.

Thursday, June 18th, 2026
 

 

09:00 – 09:30

Welcome and Registration

Master of Ceremony: Ms Ivana Miño
09:30 – 10:00

Opening Session

  • Ms Judith Carrera, Manager of Contemporary Culture Centre of Barcelona
  • Ms Soledad Bravo, Manager Tourism Department, Barcelona Provincial Council
  • Mr Curzio Cervelli, Coordinator, Interreg Euro-MED Joint Secretariat
10:00 – 10:30

Policy Opening Session: The new EU Sustainable Tourism Strategy

Tourism policy is entering a new phase shaped by the European Green Deal, the digital transition and the growing need for resilience and competitiveness. At EU and destination level, new strategic agendas are redefining priorities, governance frameworks and instruments to guide the transformation of the tourism sector. This session will present and discuss the emerging policy agendas for tourism, with a particular focus on European strategies and their implications for Mediterranean destinations. It will explore how these new agendas translate into concrete directions for public authorities, destinations and tourism stakeholders, and how they can support a more sustainable, innovative and resilient tourism model.
10:30 – 11:00

Key-note speech: Tourism transition in the Mediterranean

The Mediterranean is at a critical crossroad in the transformation of tourism models. Climate change, resource pressure, social tensions and shifting demand patterns are challenging destinations to rethink tourism beyond growth-driven paradigms. At the same time, the region concentrates a unique diversity of natural, cultural and social assets that can support a fair and resilient transition. This keynote speech will provide a strategic overview of the tourism transition in the Mediterranean, framing current challenges and emerging opportunities within broader European and global policy agendas. It will set the conceptual foundations for the Convention, highlighting the need for systemic change, multi-level governance and place-based approaches to steer tourism towards sustainability, resilience and social balance.
11:00 – 11:30 Coffee-break
11:30 – 12:15

Quo Vadis tourism?

Tourism is undergoing profound transformations driven by climate emergency, geopolitical instability, technological change and evolving societal expectations. Traditional tourism models are increasingly questioned, while destinations face growing pressure to reconcile competitiveness with environmental and social limits. This session will open a forward-looking dialogue on the future of tourism, exploring where the sector is heading and what choices lie ahead for Mediterranean destinations. Through a strategic conversation, it will reflect on the values, priorities and governance models that should guide tourism development in the coming decades.

A conversation moderated by the General Director at European Tourism Association (ETOA)            Mr Tim Fairhurst

 
12:15 – 13:00

The role of the Mediterranean cooperation

The Mediterranean region shares common challenges that transcend administrative and national borders, from climate risks to mobility, water management and territorial cohesion. In this context, cooperation frameworks play a crucial role in fostering shared learning, coordinated action and policy innovation. This session will examine how Mediterranean cooperation initiatives, networks and programmes contribute to advancing the sustainable tourism transition. It will highlight the added value of transnational collaboration in scaling solutions, aligning policies and reinforcing collective responses to common challenges.
  • Ms Georgina Calvo,  Interreg Euro-MED Sustainable Community4Tourism Coordinator, Barcelona Provincial Council
  • Mr Gianni Chianetta, Chair, Greening the Islands Foundation
  • Mr Marcello Scalisi, Director of UNIMED – Mediterranean Universities Union 
  • Ms Flora Leroy, Senior EU Programmes Officer, Conference of Peripheral and Maritime Regions-Intermediterranean Commission (CRPM-IMC)

Moderator: Mr Vincent Ernoux, Coordinator of the Interreg NEXT MED Programme for the Western Mediterranean
13:00 – 14:30 Lunch
 

TOURISM AND CLIMATE EMERGENCY
14:30 – 15:00

The Glasgow Declaration: state-of-the-art

The Glasgow Declaration on Climate Action in Tourism represents a global commitment to accelerate climate action across the tourism sector. However, translating pledges into effective implementation remains a key challenge, particularly at destination level. This session will provide an update on the state of play of the Glasgow Declaration, focusing on progress achieved so far, implementation gaps and lessons learned. It will reflect on how Mediterranean destinations and tourism stakeholders are aligning climate strategies with operational realities, governance and long-term objectives.
  • Ms Virginia Fernández-Trapa, Programme Coordinator, Climate Action and Circularity, UN Tourism

Moderator: Ms Adriana Tramullas, Project Manager, Network of European Regions for Competitive and Sustainable Tourism (NECSTouR)
15:00 – 15:15

 

Presentation of the Thematic paper “Climate resilience in coastal tourism destinations: solutions from nature and cultural heritage”

  • Ms Marianne Lang, Consultant & Project Manager-Environment, Sustainable Development & International Cooperation
15:15 – 16:00

Tourism and climate change; from theory to action

While climate commitments and strategies are increasingly present in tourism policies, the transition from planning to concrete action remains uneven. Destinations need practical solutions that can be implemented, monitored and adapted over time. This session will showcase concrete initiatives and projects that move from theory to action, illustrating how climate mitigation and adaptation measures are being applied in tourism contexts. It will focus on transferable solutions, governance mechanisms and the role of innovation in accelerating climate action on the ground.
  • Dr Izidora Marković Vukadin, Senior Research Associate at Institute for Tourism Croatia. NaTour4CChange representative.
  • Mr Lu’u Dauxais, Project manager, Agency for Mediterranean Cities and Territories (AVITEM). COOL NOONS representative
  • Mr Josep Rodríguez, Head of Strategic Projects, Tourism Department, Barcelona Provincial Council

Moderator: Ms Veronique Evers, Program officer, Priority Action Program / Regional Activity Center for Coastal Management towards sustainability and resilience of Mediterranean coasts

16:00 – 16:45

Call for projects (restricted call to MMM programmes)

Facilitator: Ms Karina Behar, European Projects Officer, Barcelona Provincial Council – Tourism Department 

Bee-Based Experiences for Sustainable Rural Tourism (MedBEESinessHubs and PLANBEE)

  • Mrs Demetra Palaonda, Director, Dept. of European Affairs & Programmes of Cyprus Chamber of Commerce & Industry and
  • Mr Said R. Gedeon, Deputy General Manager, Head of Services and Agricultural Development Department, Chamber of Commerce, Industry and Agriculture of Zahle and Bekaa 

Connecting Ports Through Maritime Heritage and Sustainable Tourism (ADRIJOROUTES)

  • Mr Guido Vettorel, Head of the Development and promotion Sector, Central Adriatic Ports Authority

Creating Dementia-Inclusive Travel Experiences (ADRINCLUSIVE)

  • Mr Marjan Dumanić, Senior Advisor PI RERA SD for Coordination and Development of Split-Dalmatia County

Digital Paths for Sustainable Archaeological Tourism (ARCHAEODIGIT)

  • Mr Claudio Carlone, Project Coordinator. Municipality of Macerata
17:00 – 18:30 Natour4CChange Interactive exhibition and networking cocktail

 

Friday, June 19th, 2026
 

From 10:15 to 13:45 the agenda foreseens 2 parallel sessions on different thematic focus

  • Focus on Protection and Value of Tourism Resources | Sala TEATRE
  • Focus on Stakeholders’ Engagement and Innovation | Sala RAVAL

 

Plenary session | Sala TEATRE
09:00 – 09:30 Registration
09:30 – 09:45

Institutional session

  • Ms LLuïsa Moret, President, Barcelona Provincial Council
  • Ms Cristina Lage, Tourism General Director, Generalitat de Catalunya

The Spanish 2030 Tourism Strategy

  • Mr Jordi Hereu, Spanish Minister of Industry and Tourism 

 

Parallel session | Protection and Value of Tourism Resources | Sala TEATRE
10:15 – 10:30

Presentation of the Thematic paper “Beyond projects: institutionalizing biodiversity and sustainable tourism practices in the Mediterranean”

  • Mr Mark Mansoldo, Ecostack Innovations consultant
10:30 – 11:30

Beyond sustainability: regeneration and biodiversity

Sustainability has become widely adopted in tourism, yet its implementation often focuses on minimizing negative impacts rather than generating positive change. Regenerative tourism proposes a paradigm shift towards actively restoring ecosystems and strengthening local communities. This session explores the concept of regenerative tourism and its practical implications for destinations. It will present experiences that go beyond sustainability, focusing on how tourism can contribute to ecological restoration, social cohesion and long-term territorial resilience.
  • Ms Blanca Cros,  Director of Sustainability and Tourism Transformation, Catalan Tourist Board. Regenera4MED representative
  • Ms Silvia Maria Carolo, Consultant & Researcher, Veneto Region. MED4REGEN representative
  • Mr Rafael Fernández Gómez, Andalusian Agency for Agricultural and Fisheries Management. MED GIAHS representative 
  • Ms Beatrice Briguglio, Councilor of Tourism Taormina Municipality. INSPIRE representative

Moderator: Ms Beatriz Martín, Destinations Sustainable Tourism expert, D’Aleph
11:30 – 12:00 Coffee-break
12:00 – 13:00

Heritage and diversified tourism products

The Mediterranean’s cultural heritage, natural landscapes and local traditions are core assets of its tourism identity. However, these resources are increasingly vulnerable to degradation and climate impacts. This session will focus on strategies to protect, manage and valorise cultural, natural and local resources in a sustainable way. It will examine how tourism can support heritage conservation, reinforce local value chains and contribute to place-based development while preserving authenticity.
  • Mr Alvaro Dias, Associate professor of the ISCTE University Institute of Lisbon. SMITour representative 
  • Ms Benedetta Diamanti, Director of the European Route of Ceramics. MED-Routes representative
  • Mr Pablo Morales, Coordinator for international projects, Chamber of Commerce of Seville. MedDiet Go representative
  • Ms Helena Cvenkel,Director for research and development, BSC Kranj Regional development agency of Gorenjska-Slovenia. MedSkyTour representative

Moderator: Ms Julie Wilson, Dean for Research; Associate Professor, Faculty of Economics & Business, Universitat Oberta de Catalunya 
13:00 – 13:45

Water scarcity and tourism

Water scarcity is one of the most critical and structural challenges facing Mediterranean destinations, intensified by climate change and seasonal tourism pressure. Ensuring water security while maintaining tourism activity requires new approaches to improve the management, efficiency and governance. This session will address the nexus between water and tourism, exploring strategies to reduce consumption, improve efficiency and promote integrated water governance. It will highlight innovative practices and collaborative approaches that support sustainable water use in tourism-dependent territories.
  • Ms Margherita Maniscalco, Municipality of Pantelleria. WATERISE representative
  • Ms Julia Saiz Pardo, Responsible for European Projects, El Legado andalusí Andalusian Public Foundation (Regional Government of Tourism and Sport, Andalusia, Spain). AQUAMAN representative
  • Mr Miquel Rovira, Sustainability Area Director and Member of the Steering Committee at Eurecat – Technology Centre of Catalonia

Moderator: Mr Fernando Nardi, Professor of Hydrology & Hydraulic Engineering, University of Rome Tor Vergata

Parallel session | Stakeholders’ Engagement and Innovation | Sala RAVAL
10:15 – 10:30

Presentation of the Thematic paper “Supporting Tourism Micro-enterprises and SMEs in their transition to circular economy practices”

  • Mr David Mora, Strategic consultant in the tourism sector, partner of Verne Tourism Experts
10:30 – 11:30

Circular economy transition

The tourism sector is a major consumer of resources and generator of waste, making the transition to circular economy models a strategic priority. This transition is particularly challenging for SMEs and micro-enterprises, which dominate the tourism ecosystem. This session will address how circular economy principles can be effectively integrated into tourism value chain. It will present tools, business models and support mechanisms that help tourism stakeholders reduce resource use, close material loops, enhance resilience and competitiveness.
  • Mr Alessandro Miraglia, Team Leader, Networking, Partnership & Communication Facility, MedWaves. LooP Zone representative
  • Mr Guido Capanna Piscè, Professor, University of Urbino, Sustainable Tourism and Experience Design Expert & Mr Gian Andrea Garancini, 3win Action Secretary General. MAST representative
  • Ms Julia Bonello, Energy and Water Agency (EWA) from Malta. RECIRCLE MED representative
  • Mr Boris Golob, CEO, STEP RI Science and Technology Park of the University of Rijeka. GreenSET representative

Moderator:  Mr Pau Pitarch, Tourism and sustainable development expert, cofounder partner of PAX Tourism Advisors
11:30 – 12:00 Coffee-break
12:00 – 12:15

Presentation of the Thematic paper “Smart and data-driven destination management for sustainable tourism in the Mediterranean”

  • Ms Tanja Armenski, External expert. Senior Data and  Public-Sector Analyst, Evidence-Based Policymaking, Statistical Modelling & Data Governance
12:15 – 13:00

Smart and data-driven tourism management

Managing tourism flows has become a key concern for destinations facing congestion, overtourism or uneven spatial and temporal distribution of visitors. Data and digital tools offer new opportunities to improve decision-making and policy design. This session will explore how data management and smart destination tools can support more balanced and sustainable tourism flows. It will address challenges related to data availability, governance and capacity-building, highlighting practical applications for destination management.
  • Mr Jordi Garreta, Head of Tourism Department, Municipality of Terrassa. LIBECCIO representative
  • Mr Enrico Collini, Research fellow at the Department of Information Engineering (DINFO) at the University of Florence and a member of the DISIT Lab. TOURISMO representative
  • Mr Nicola Camatti, Applied Economics professor of University Ca’ Foscari Venice. TO CARE MED representative
  • Mr Ioannis Mardikis, Environmental Sustainability Specialist Department of Technical Cooperation of EPLO (European Public Law Organisation). HERIT ADAPT representative

Moderator: Ms Sandra Navarro, Associate Lecturer, University of Alicante. Destination Management and Planning
13:00 – 13:45

Tourism as the leading sector of the Blue Economy

Tourism is deeply interconnected with the blue economy in the Mediterranean, particularly in coastal and maritime areas. While tourism can generate significant economic benefits, it also poses risks to marine ecosystems and coastal communities. This session will examine the role of tourism within the blue economy framework, focusing on sustainable coastal and maritime tourism practices. It will highlight initiatives that promote ecosystem protection, innovation and synergies between tourism and other blue economy sectors.
  • Mr Denis Grasso, Project Manager, Institute for Transport and Logistics Foundation. PortCREW representative
  • Mr Michele Cera, Puglia Region, Responsible ETC projects for Tourism and Culture. ECO-SEAROUTES representative
  • Ms Alessandra Sensi, Head of Sector – Environment, Green and Blue Economy, Union for the Mediterranean
  • Ms Lucia Prieto, Mediterranean and Ecosystems Programme Assistant, IUCN Med

Moderator: Ms Marta Raspall, Director of Institutional Relations at beon. Worldwide
Plenary session | Sala TEATRE
13:45 – 14:00

Closing session

The closing plenary will bring together the main insights, lessons learned and policy messages emerging from the Convention. It will provide a synthesis of discussions across sessions, reinforcing shared priorities and future directions. This final session will underline the importance of continued cooperation, action-oriented approaches and long-term commitment to steer the tourism transition in the Mediterranean towards a more sustainable, resilient and inclusive future.
  • Mr Josep Rodríguez, Head of Strategic Projects, Tourism Department, Barcelona Provincial Council
14:00 – 15:30 Lunch
   

Participation & Registration

Participation in the event is by invitation only and registration is mandatory.

Registrations are now closed as the event has reached full capacity. If you wish to request participation, the organisation will review each request on a case-by-case basis. You may submit your request by sending your name, surname, and organisation to the event’s contact email: sustainable-tourism@reedmackay.com