4th GLOBAL SUMMIT ON CITY TOURISM
« Re-Inventing City Tourism »
14-15 December 2015, Hôtel SAVOY Marrakech (Kingdom of Morocco)
Introduction to the sessions
Mr. Ignasi de Delás, Presidente ECM (European Cities Marketing)
Mr. Jared Harckham. Vice President, ICF International, New York, United States of America
Dr. Don Hawkins, Eisenhower Professor of Tourism Policy, George Washington University, USA
Mr. Juan Carlos Belloso, Founder and Director, Future Places, Spain
Mr. Bruce Redor, Senior Associate, GainingEdge, Paris, France
Mr. Márcio Favilla, Executive Director for Operational Programmes and Institutional Relations, UNWTO
Ms. Nancy Cockerell, Managing Partner, The Travel Business Partnership, United Kingdom
Mrs. Yolanda Perdomo, Director of Affiliate Members Programme, UNWTO
Ms. Nada Roudies, Secretary-General, Ministry for Tourism, Morocco
Prof. Ana Goytia, Deusto University, Spain
Mr. Abderrafi Zouiten, General Manager, Moroccan National Tourist Office
Ms. Kumud Sengupta, Co-founder and Director, Market Vision Research & Consulting, Dubai. United Arabic Emirates
Dr. Sam Kim, Associat Professor, The Hong Kong Polytechnic University, Hong Kong, China
Mr. Bo Chen, Director, World Tourism Cities Federation (WTCF), Beijing, China
Mr. Driss Benhima, President, Royal Air Maroc, Morocco
Mr. Zouhair Mohamed El Aoufir, General Director, Moroccan Airports Authority, Morocco
Mr. Ivor Ambrose, Executive Director, European Network for Accessible Tourism (ENAT), Greece
Mr. François Fontes, President & CEO, Ateliers JEAN NOUVEL, Paris, France
Mr. Alberto Bernabé, Councillor for Tourism and Foreign Affairs Cabildo de Tenerife, Spain
Mr. Michel Trudel, Advisor, Kéroul - Tourism and culture for people with restricted physical ability, Montreal, Canada
Mr. Hamid Bentahar, President, Regional Tourism Council Marrakesh, Morroco
Ms. Mercedes Rodriguez, General Manager, Bilbao Turismo, Spain
Mr. Laurie Scott, Director of Business Development, Visit Belfast, United Kingdom
Mr. Roger Carter, Managing Director, TEAM Tourism Consulting, United Kingdom
Dr. Ong Hong Peng, Secretary General, Ministry of Tourism and Culture, Kuala Lumpur, Malaysia
Ms. Özgül Özkan Yavuz, General Manager, Istanbul Convention & Visitors Bureau, Turkey
Ms. Marie-Laure Marquet, Marketing Department, Monaco Government Tourist and Convention Authority
Mr. Imad Barrakad, CEO, Moroccan Agency for Tourism Development (SMIT), Morocco
SESSION 1: Setting the Scene: Positioning City Tourism in the Global Marketplace: Quantitative and Qualitative Approach
Mr. Ignasi de Delàs graduated in Economics and Management Sciences from the University of Barcelona. From 1983 to 1991 he worked as consultant for different private companies, the World Tourism Organization (UNWTO) and the United Nations Development Program (UNDP).
In 1992 he joined the Barcelona Official Chamber of Commerce as Director for Tourism where he contributed to create and develop Turisme de Barcelona in 1993. the private-public tourist board of the city where he worked from 1993 till 2004. He also acted as Member of the Board (2000-2004) and Vice-president (2002-2004) of European Cities Tourism (ECT). In 2004 Mr. de Delàs became General Manager of the Catalan Tourism Board a position he held until 2011.
Mr. Favilla Lucca de Paula is a Brazilian national and currently Executive Director for Operational Programmes and Institutional Relations at the World Tourism Organization (UNWTO) based in Madrid, Spain.
From April 2007 and until he joined UNWTO in 2010 he was Vice Minister of the Secretariat of Institutional Relations of the Presidency of Brazil. Prior to this appointment, he was Brazil’s first Vice Minister of Tourism (2003-2007) where he played a key role in the structuring of the first exclusive Ministry of Tourism in Brazil. He was also engaged in many of UNWTO’s activities as Head of the Brazilian delegation to all General Assembly and Executive Council sessions and Chairman of the UNWTO Commission for the Americas in 2006.
From 1999 to 2002 he worked at the Ministry of Development, Industry and International Trade as Head of the National Department for Business Registry among other positions. Mr. Favilla Lucca de Paula was in Belo Horizonte from 1980 to 1998, first at the Development Bank of Minas Gerais and then the State Secretariat for Finance of Minas Gerais. Mr. Favilla Lucca de Paula has a MA in Development Studies from the Institute of Social Studies, The Hague, Netherlands, where he specialized in Regional Development Planning (1985-1986). He obtained his undergraduate degree in Economics from the Federal University of Minas Gerais (1979).
Since June 2013 M. Abderrafia ZOUITENE is named Chief Executive Officer of the Moroccan National Tourist Office (MNTO) and is fully committed to professionalism in boosting Morocco worldwide. He builds up a new marketing strategy promoting Morocco as a major touristic destination; and enhancing its brand among the twenty most popular and attractive countries as destinations for international travelers.
Prior to joining the MNTO, M. Abderrafia ZOUITENE built his career at Royal Air Maroc as Deputy Chief Executive Officer. He has held several global leadership positions within Royal Air Maroc among which Chargé de Mission of General Director, reporting directly to RAM General Director; Head of Central Management Control. He was the Vice President Sales for Morocco and then the General Director Sales for France, Royal Air Maroc‘s main market. Thanks to his pugnacity and to the excellent relationships which he built up with people working in the tourism industry, in France and in Morocco, he greatly contributed to provide the boost shown by Morocco since the end of the 90s and which derives from the French Market. Mr ZOUITENE, was appointed Senior Vice President in 2006, directly lived the transition triggered by the opening of the Moroccan sky and the impact on Royal Air Maroc Company.
Mr Abderrafia ZOUITENE is decorated with the Morocco Wissam Alaouite. He is also «Chevalier des Arts et des Lettres» in France. Mr. Abderrafia Zouitene is administrator of the Mohamed 5 Foundation for Solidarity and since November 2013 has became the Chairman of the Board, Spirit of Fez Foundation and the Festival of World Sacred Music. He helds a Master degree in Management and a Master of Business Administration from HEC Paris.
Kumud Sengupta is the Co-founder and Director of Market Vision, a research and consultancy services firm established in Dubai since 1997. She has over 30 years of work experience in marketing, advertising, media, research and consultancy services.
She specializes in travel and tourism research and consulting, with clients that include the UNWTO, the European Travel Commission (ETC) and National Tourism Boards such as Atout France, VisitBritain, Turespaña and the Tourism Authority of Thailand, as well as hotels, resorts and travel agencies. In her capacity as an independent consultant with the UNWTO, she reports on MENA tourism and trends on an ongoing basis. She also runs the UAE Travel Trade Barometer that monitors outbound travel trends from the UAE on a quarterly basis.
An economics graduate with an MBA degree, Kumud is a certified assessor and consultant for Sustainable Tourism. She is the Managing Editor of Spotlight on Sustainable Tourism (SOST), an e-journal with a mission to promote sustainable business practices among stakeholders in the tourism industry.
Dr Sam Kim received Master of Science and PhD in Recreation, Park and Tourism Sciences from the Texas A&M University in 1996 and 1999, respectively.
Dr Kim had been Professor from 2010 to 2012 at Sejong University, Seoul, Republic of Korea. He joined the School of Hotel and Tourism Management at The Hong Kong Polytechnic University in August 2012. Dr Kim’s main research interests include tourist behavior, tourism impacts, convention/event management, destination marketing, economic psychology, and research methodology. He has published more than 100 papers on refereed international journals and also presented about 100 papers at international conferences. He is one of the most prolific authors in the tourism academia.
Dr. Kim is a Board Member of APac-CHRIE Association and serves on the Editorial Board of prestigious journals. He has received research fund of exceeding US$1 million from more than 30 public or private grants.
Mr. Chen Bo graduated in language and literature from the Foreign Studies University in 2002, and also studied international politics from 2002 to 2003. During that time he developed a solid legal foundation since his major subject and area of research has been laws.
He served as a lieutenant in the Chinese air force. After retiring from military service, he worked at the Foreign Affairs Office of the People's Government of Beijing Municipality and held many posts, thus acquiring rich working experience in administration, human resources and international exchange.
Session 2: Enhance City Tourism Competitiveness through Improved Connectivity
Mr. Jared Harckham. Vice President, ICF International, New York, United States of America
Jared Harckham’s advisory work encompasses airline strategy, network and fleet planning, alliances, marketing, start-up ventures, due diligence, air service development and forecasting for airports and tourism.
Mr. Harckham joined ICF after 22 successful years in commercial aviation, first at TWA and then at Aeromexico. During the 1980s, he held a series of planning positions at TWA. From 1991 until 2002, he was the senior vice president of commercial planning with Aeromexico ($2 billion USD) at the company’s Mexico City headquarters, directing strategy, scheduling, planning, forecasting, pricing, revenue management, distribution, government affairs, and alliance efforts for Mexico’s largest airline. He also participated in the founding and design of the SkyTeam alliance.
Mr. Harckham has 20+ years of commercial and strategy planning experience with global airlines and 12 years of consulting experience, including airline network and fleet strategy, pricing and revenue management, alliances, government affairs, marketing programs.
Mr. Harckham has provided airline network and alliance planning to Etihad, WestJet, Delta, Japan Airlines, Royal Air Maroc, Avianca, Copa Airlines, South African Airways, among others and tourism/air service support to the Mexico and Colombia ministries of tourism, Atlanta airport, the GAP Mexican airport group, Quito, Seoul-Incheon and others.
Nancy Cockerell is founder and managing partner of The Travel Business Partnership (TBP), a network of market analysts and business journalists spread across all world regions, many of whom were contributors to the travel and tourism publications of the Economist Intelligence Unit (EIU) and its successor, Travel & Tourism Intelligence (TTI).
Nancy has around 35 years experience working in the tourism industry in Europe and Asia, in publishing and customised research / consultancy. She is a well-known commentator on industry trends and developments and a regular speaker at international conferences.
In the late 1990s, after 13 years working for the group on a part-time basis, Nancy was appointed to head up TTI, the successor to the EIU’s travel and tourism division. She was responsible for the development of TTI’s consultancy services, as well as for a number of new subscription and research reports.
Since 2000, Nancy has held a number of advisory roles in the travel industry – for organisations such as the World Travel & Tourism Council (WTTC) and the Pacific Asia Travel Association (PATA), as well as private sector companies. She currently divides her time between Geneva, Switzerland, and London, UK, working primarily on tourism demand, policy and sustainability issues. She also publishes a newsletter on city tourism.
Mr Driss Benhima was appointed Royal Air Maroc's CEO by King Mohammed VI on 15 February 2006.
He graduated from “Ecole Polytechnique de Paris” and “Ecole Nationale Supérieure de Mines de Paris” and used his engineering background for his start in his professional career as mining engineer at the National Phosphate Company (O.C.P.) in 1978. In 1987 he became manager of the Khouribga mining facility a position he held until 1990 when he accepted to take the position as Executive Director of the Moroccan subsidiary of “Air Liquide Group”.
During his assignment as CEO of the National Power Authority which he successfully carried out from 1994 to 2001, he was also member of the G14 Think Tank established by the late King Hassan II (1995-199), acted temporally as Minister of Transport, Tourism and Maritime Affairs as well as Minister of Mining and Energy (1997-1998) and joined the Advisory Group of the Chairman of International Atomic Energy Agency in Vienna (1998). From 2001 to 2003 he was the Governor of the Wilaya of Great Casablanca.
Before being promoted to become the CEO of Air Royal Maroc he had worked as CEO of the North Morocco Development Agency (2003-2006). For his achievements Mr. Benhima was honoured with the Moroccan Order of the Throne (Commander).
Zouhair Mohammed EL AOUFIR has been appointed by His Majesty The King of Morocco as CEO of Moroccan Airports Authority (ONDA) in January 2014.
Holding a master degree in “Production and Aeronautic maintenance” from the High Institute of Aerospace Engineering (ENSICA, Toulouse – 1990), Zouhair Mohammed EL AOUFIR started his first steps in the engineering field by graduating from the Mohammedia Engineering School (EMI-Rabat – 1987) Zouhair Mohammed EL AOUFIR has acquired a rich experience along his career in the airline field: Senior Vice President of Royal Air Maroc including different executive positions within the company mainly in sales development, maintenance and services (2009 to 2014), Chief Executive Officer of Atlas Blue, a low cost subsidiary of Royal Air Maroc (2004-2009), Managing Director of Air Senegal International, a subsidiary of Royal Air Maroc based in Dakar (2000-2004).
Zouhair Mohammed ELAOUFIR embarked on his career in Royal Air Maroc; the Moroccan flag carrier, through different challenges among which the major quest was overcoming the severe international airlines crisis.
Session 3: Spatial Organization and Rejuvenation of City Destinations. The Role of Accessible Heritage Management and Walkable Urbanism
Yolanda Perdomo is the Director of the UNWTO Affiliate Members Programme. The Affiliate Members Programme has over 400 Members representing the private sector, educational institutions, tourism associations and local tourism authorities.
Yolanda has experience in both the public and private sectors and is an expert in tourism destination promotion and distribution. She has been Vice-Councilor for Tourism of the Government of the Canary Islands and Managing Director of PROMOTUR, the organization in charge of the promotion of tourism in the Canary Islands. During this time she had direct responsibility for the implementation and oversight of the communication and promotion campaigns for tourism, strategic plans, statistical and competitive analysis, loyalty campaigns and the creation of product clusters with the aim of diversifying and differentiating tourism products. With InnovaTurismo, Yolanda was Manager of tourism projects. She has also been Director of the BungalowsClub booking portal, as well as Business Development Manager at Tourism Revolution Ecosystem (TRE).
Ivor Ambrose has a driving ambition to make tourism accessible for everyone, everywhere. He co-founded the European Network for Accessible Tourism (ENAT), a non-profit organisation, registered in Brussels in 2008. As ENAT’s Managing Director he has helped to make it the premier membership association for organisations, business and individuals who support and want to learn more about this area of tourism development. Ivor provides consultancy, policy advice and project management support to national and regional Destination Management Organisations, tourism operators and public bodies in Europe and overseas.
Born in England, Ivor has lived and worked in the UK, Denmark and Belgium and is now resident in Athens, Greece. He holds a Masters degree in Environmental Psychology from the University of Surrey, UK and a Ph.D./University Lecturer qualification from the Danish Building Research Institute. He is a specialist in accessibility of the built environment, inclusion of people with disabilities and older people, user experience, Universal Design and ICTs . Email: firstname.lastname@example.org
Alberto Bernabé Teja was born in Santa Cruz de Tenerife in 1969. He has a B.S. degree in Economic Sciences from the University of La Laguna and a diploma from the Commerce High School in Texas. He also studied on the PADE Programme for Senior Management at the Instituto Internacional Bravo Murillo Business School.
Between 1995 and 1997, he was Studies Department Director of the Hotel Association of Tenerife, La Palma, La Gomera and El Hierro (Ashotel) and from 1997 to 2000 he was the Training and Employment Director. In 2000, he was appointed the Managing Director of the Development Society of Santa Cruz de Tenerife (Sociedad de Desarrollo de Santa Cruz de Tenerife), where he was responsible for the constitution of the company, its organization and growth strategy.
Between 2004 and 2011 he was the Managing Director the Tenerife Tourist Board. Between 2011 and 2015 he was the Deputy Mayor and Councillor for the Treasury, Human Resources, Support Services, Heritage and New Technologies departments at the City Council of Santa Cruz de Tenerife.
Michel Trudel holds a Master’s degree in urban planning. He worked 21 years for the Québec Department of Transport, in road planning, urban transportation and taxi regulation. He has been president of the International Association of Transportation Regulators and Member of the Board for 9 years. Michel worked also 10 years for the Québec Department of Tourism where he has been Director of the promotion department.
Since 2010, Michel is a consultant in tourism and transportation. One of his main clients is Kéroul, a NGO dedicated to the development of tourism and culture for people with disabilities.
He organized the World Summit Destinations for all, held in Montreal, Canada, in October 2014.
Session 4: Sustainable Tourism and Effective Destination Management in Cities for a Quality Visitor Experience
Juan Carlos is a renowned international expert with more than 20 years of relevant experience in the fields of strategy, branding and promotion of places and destinations, based in Barcelona.
He has provided strategic consulting services to many cities, regions and countries around the world in the areas of place strategy, branding and promotion, from design to implementation, including Spain, Western and Eastern Europe, the Russian Federation, Latin America and the Middle East and has been, for many years, advisor to the City Council of Barcelona and other city public and private organizations and institutions. His main areas of expertise are destination branding and promotion, cultural promotion and development, economic promotion and internationalization.
Juan Carlos is founding member, member of the board and director of the International Place Branding Association; founding member and member of the board of Barcelona Global and frequently collaborates as an independent expert and advisor with different panels, forums and programmes from different private and public international organizations and programs including EU - AL Invest, the UNDP or the Inter–American Development Bank.
A frequent speaker in different international seminars and forums, Juan Carlos is author of many articles for different journals and magazines and collaborates as visiting professor and expert with different international universities and schools.
After two years as Chairman of the Global Partnership for Sustainable Tourism (GPST) between 2013 and 2015, Nada Roudies is currently representing the Government of Morocco as “Co-lead” of the “Sustainable Tourism Programme” of the 10-Year Framework of Programmes on Sustainable Consumption and Production.
Ms. Roudies developed considerable expertise as regards sustainable tourism after working for ten years at the Ministry of Tourism where, as Director of Regulations, Development and Quality, she participated in drawing up vision 2020, and implementing the Moroccan strategy of sustainable tourism. She has also worked for six years at the Ministry of Commerce and Industry where she was responsible for the promotion of innovation and Research & Development within the industrial sector.
Hamid Bentahar, joined the Accor Group in 1989. He has 25 years of experience in the international luxury hospitality industry occupying different international management positions in 9 different countries (Cuba, Greece, Turkey, Tunisia, France, Morocco…). Previously he was Vice President Operations for Southern Europe and Africa at Sofitel. Currently Mr. Bentahar is Vice President of Operations of the high-end and luxury range of hospitality of the company in Africa and the Indian Ocean covering the following countries: Morocco, Algeria, Tunisia, Ivory Coast, Equatorial Guinea, Senegal, Congo, Angola, Nigeria, Mauritius and other recent developments on the African continent and Indian Ocean.
Mr. Bentahar has also been Chairman of the Marrakech Regional Tourism Council (CRTM) since 2008. In 2014, he was elected Personality of the Year 2014 in the category Tourism and Leisure, a title which has been given after a survey by Maghreb Agence Presse (MAP) and Tourisma Post. He received the Gold Medal of Tourism handed over by Mr. Hervé Novelli, Secretary of State for Trade, Crafts, SME, Tourism, Services and Consumer of the French Republic in 2010.
Holder of a degree in Pedagogy and a Master's degree in International Leisure and was head of the Department of Research and New Projects in the Institute of Leisure Studies at the University of Deusto from 1994-1998. Previously, from 1991-1994, she worked in the Cultural Facilities of the Provincial Council of Bizkaia.
Within the political sphere she was Deputy Mayor of Portugalete Council during the 1991-1995 legislation. From 1998 to February 2007 she held the post of Director of Tourism, Administration and Competitiveness at the Department of Industry, Commerce and Tourism of the Basque Government. From March 2007 to July 2009 she was the Director of “BASQUETOUR”, a Basque Tourism Agency of the Basque Government, which was created during her management.
Since 1 July 2009 she has been the Director of Bilbao Turismo, a public company of Bilbao City Council. She continues to combine her management role with university studies with a Masters' in Project Management and Leisure and a Master's in Event Management at the University of Deusto. She is also a frequent collaborator on the Master's degree in Leisure Companies at the University of Mondragón.
Laurie Scott is Director of Business Development at Visit Belfast, the tourism marketing agency for the city of Belfast, Northern Ireland.
Laurie joined Visit Belfast in October having worked for Visit Britain in New York for more than seven years. A native of Scotland, Laurie previously held senior roles within Glasgow City Marketing Bureau (GCM) and Glasgow-based conference and corporate event management company, Meeting Makers Ltd.
Belfast has emerged as one of Europe’s exciting new tourism destinations with ambitious plans to double tourism revenue by 2020, with 2015 on course to deliver one of its most successful tourism years to date, with hotel occupancy, visitor interest and tourist enquiries all at record levels. He joins Visit Belfast’s senior management team to lead its business development team across conference, meetings, cruise and travel trade sales. As Director of Business Development, Laurie’s post is one of the agency’s key management positions introduced to ensure that the ambitions plans for growth are achieved.
Mr. Roger Carter, Managing Director, TEAM Tourism Consulting, United Kingdom
Since establishing TEAM Tourism Consulting in 1997, Dr Roger Carter has worked in 30+ countries across the world, consulting and speaking on all aspects of destination development, management and marketing. He has undertaken more than 250 assignments for tourism boards, government and development agencies at all levels. He has been consulting in Kingdom of Saudi Arabia since 2006 and is currently working on a Tourism Strategy & Development Plan for King Abdullah Economic City.
Roger has worked extensively with the World Tourism Organization, co-authoring five publications, speaking regularly at conferences and seminars, and undertaking research and technical missions. The publications include 'A Practical Guide to Destination Management' and 'An E-Marketing Handbook for Tourism Destinations' (new edition March 2014). Previously, Roger worked for tourism boards at national, regional and city level in the UK, 15 years at CEO level.
Session 5: The Impact of the Meetings Industry and Mega Events to Revitalize Reputation and Stimulate Investments
Based in Paris, Bruce Redor is an Anglo-American who has seen his international career develop over a 25-year period in a variety of sectors within the hospitality and services industries. He has led several consulting projects across Europe, Russia and South Africa.
Bruce has Master's degree from U.C. Berkeley and came to France as Director of Marketing at the American Hospital of Paris. He then joined the CEGOS Consulting Group in Paris, leading projects in strategic planning and marketing for multi-national corporations.
Bruce was a member of the management team that built and operated EuroDisney in Paris, where he set up and ran the successful business unit for meetings and incentives: Disneyland Paris Business Solutions. He was also the CEO of the Lyon Convention and Visitors Bureau, where he was instrumental in turning the city into one of Europe's leading business-travel and leisure destinations.
Ms. Ana Goytia holds a Ph.D. in Tourism - Faculty of Human and Social Sciences- by the University of Deusto (Spain) a Masters' degree in Leisure Studies M.A. and a bachelor degree in Sociology and Political Sciences. She is lecturer at the University of Deusto in postgraduate and doctoral programmes and graduate programmes since 1994 and also host researcher and teaching staff at Spanish and European Universities.
Her teaching and research areas of interest are focused on the field of leisure and tourism from a psycho-sociological perspective. Specialization on the analysis of tourist experiences and tourism demand. Her main fields of study are: Psycho-sociology of tourism and leisure; Leisure, tourism and lifestyles; tourism and leisure experiences; tourism and sustainable development; tourism policies.
Currently he holds the position of Coordinator of Latin America as elected member of the Board of the Association for Tourism and Leisure Education ( ATLAS ). Previously he served at the University of Deusto as Academic Secretary at the Faculty of Social and Human Sciences, and held the positions of Coordinator of Research and Graduate and Academic Secretary the Department of Tourism. He also served as Director of Research Projects and Consulting Institute of Leisure Studies at the University of Deusto.
Dr. Ong Hong Peng started his career with the Government Service in 1981. Currently, he is the Secretary General of the Ministry of Tourism and Culture, Malaysia since May 2008. His other positions include Chairman of Malaysia Convention & Exhibition Bureau (MyCEB), a not for profit organisation to develop and promote MICE and major events industry; Chairman of the Board of Directors, National Arts Culture And Heritage Academy (ASWARA), a University of performing arts; Chairman of Islamic Tourism Centre (ITC); Chairman of Steering Committee of National Key Economic Area (NKEA) on Tourism and Chairman of National Cruise Council.
On the international front, Dr. Ong also represented Malaysia as the Chairman of UNWTO Commission for the East Asia and Pacific (CAP) for the period of 2011 to 2013 and Chair of ASEAN Socio Cultural Senior Officials Meetings and High Level Task Force on ASEAN Socio Cultural Community Blueprint 2025. His areas of interests include Blue Ocean Strategy, creative industries and new sources of growth.
Özgül Özkan Yavuz is the General Manager of Istanbul Convention & Visitors Bureau. She was the Deputy Director of Istanbul Office of Turkish Ministry of Culture and Tourism between 2011-2014. She used to be the Director for Tourism and Promotion in Istanbul 2010 European Capital of Culture Agency and was mainly responsible for international promotion of the Programme between 2008-2010.
She had worked for the Ministry of Culture and Tourism for 18 years at various positions in Ankara head office, İstanbul and abroad offices. Between 2004 -2007 she was Cultural and Tourism Attaché of Turkish Embassy to the Hague, the Netherlands. She has researches and articles about destination planning, destination and city marketing, urban tourism, cultural Tourism and meeting destinations. She is a Member of Board of Directors of European Cities Marketing Association.
She graduated from Department of City and Regional Planning in the M.E.Technical University in Ankara. She has MSc degree in Urban Policy Planning and Local Governments from METU and holds another MSc degree in Tourism Policy and Management from the University of Birmingham, UK.
Since 2011, Chairman and CEO of the Moroccan Agency for Tourism Development (SMIT), M. Imad Barrakad greatly contributed in the development of the national tourism sector.
In fact, M. Barrakad worked effectively in the implementation of tourism projects within the National Strategic Vision 2020, which aims to make of the Kingdom among the top 20 destinations worldwide. Various projects were launched in order to diversify the final product that the Kingdom offers as the city of leisure and culture of Rabat and Casablanca, the Leisure City of Tamaouanza (Agadir), the Resort Desert Dakhla, Morocco's Cultural Theme Park in Marrakech etc….
It is to note that SMIT has also strengthened its support role of investment in the sector by restructuring Beach resorts in Morocco. Also, upon his arrival to SMIT, M. Barrakad strengthened the promotion actions of the company through an active participation to international events dedicated to the promotion of tourism investment in order to boost and maintain the investment attractiveness of the destination Morocco for tourism investment.
Prior to joining SMIT, M. Barrakad was the head of Sales and Marketing at the Moroccan National Office of Electricity, an experience which equipped him with a good field knowledge. M. Barrakad has a global experience in project management and financial planning. In the past few years, he had also extensive interest and involvement in social marketing as well as project development. M. Barrakad is an industrial engineer and has a Master degree in Project Management.