Luxembourg
Tourism Summit

18th of June 2026

The Journey of Excellence continues

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Table of Contents

Introduction

Speakers

Programme

Plan your trip

Sustainability

Impressions 2026

Videos

Urban Tourism in Transition.

Balancing Growth, Innovation, Cultural Identity and Visitor Experience

Luxembourg Tourism Summit Keynote Speakers

Signe Jungersted

CEO and founding partner of Group NAO

Signe is CEO and founding partner in the innovation and strategy agency Group NAO.

Group NAO works with big and small destinations in Europe and North America, developing strategic processes and services. Group NAO also initiates and executes new agenda-setting collaboration programs, like Time for DMOcracy, and most recently AI Opener for Destinations with more than 55 partners across the Atlantic.

Signe, formerly Development Director at Wonderful Copenhagen, led a shift towards “localhood” and balanced livability with visitability. She spearheaded major projects like 10XCopenhagen. With a master’s in Political Science, she studied Mandarin in Shanghai, pursued management education at MIT and Hyper Island, and is completing an MBA in Creative Leadership in Berlin. Signe serves on Museum Odense’s Board.

Jana Werl

Team Lead Strategic Destination Development, Vienna Tourist Board

Vienna's "Optimum Tourism" strategy redefines destination branding: away from pure growth marketing, toward value-driven city development. Success is measured not in visitor numbers, but in the balance between residents' quality of life, meaningful visitor experiences, and sustainable economic impact. This shift has strengthened Vienna's brand identity as a city of culture, intelligence, and responsible urban tourism – authentic, inclusive, and built around the needs of the city itself.

Jana Werl has been shaping the future of Vienna as a destination since joining the Vienna Tourist Board in 2017. Today, as Team Lead for Strategic Destination Development, she is responsible for the destination strategy as well as coordinating its implementation, market research and statistics. Her career combines international policy experience with hands-on tourism expertise. Before joining the Vienna Tourist Board, she worked at the Austrian Embassy in New Delhi, the European Parliament in Brussels, and in the accommodation sector. What began as a student job in tourism soon developed into a lasting professional and academic passion.

Mia Lahtvee

Digital Solutions Manager, Visit Tallinn

Tallinn is the capital of one of the world's most digitally advanced countries - and a UNESCO-listed medieval city. Holding both identities at once shapes how the city approaches destination management. Visit Tallinn shares a view of what it takes to build a smart destination on top of a living heritage city: how data is becoming the compass for destination decisions, how systems thinking connects a fragmented visitor experience, and why heritage is what keeps digital ambition grounded.

Mia Lahtvee is the Digital Solutions Manager at Visit Tallinn, the city's destination management organisation. With almost ten years at Visit Tallinn - first in business tourism and now in digital development - she has worked across the organisation's portfolio of digital products, from visittallinn.ee to the Tallinn Card. Her focus is on making digital tools genuinely useful for visitors, with a personal passion for accessibility and environmental topics.

Xavier Theret

Head of International Promotion and Relations, Le Voyage à Nantes

A keynote that explores how Nantes’ ambitious and innovative cultural strategy has driven the reimagining of the city, shaping its identity, development, and narrative. The keynote will highlight how the tourism strategy follows and amplifies this direction, building on culture as its foundation and embedding it deeply in the city’s visitor experience and positioning.

Head of International Relations at Le Voyage à Nantes since 2014, Xavier Theret leads the strategy for promoting the destination internationally, mainly in Europe but also in some distant markets (USA, Canada, Japan, Korea). He also served as Sales Director for South America, Africa, and the Middle East at Rail Europe 4A for 13 years in Paris, before going on to oversee the company’s marketing strategy across all markets.

Thea Gunnes

Director of Communications & Marketing, Visit Oslo

Once a quiet and unknown capital, Oslo has emerged as a vibrant cultural destination. Over the past two decades, Oslo has undergone a remarkable transformation driven by ambitious cultural investments — from the Opera House and Deichman Library to MUNCH and the new National Museum. This keynote session will highlight key success factors, the role of long-term vision and collaboration, and how large-scale cultural developments have not only transformed the cityscape, but also redefined Oslo’s brand and global perception as a destination.

Thea Gunnes is Head of Communication and Marketing at VisitOSLO, the official destination management organization for Oslo and the surrounding regions. She has, for almost a decade, contributed to positioning Oslo as an attractive destination for international and domestic visitors. With extensive experience in destination branding, strategic communication, and city positioning, Thea has been closely involved in communicating Oslo’s transformation into a vibrant cultural city.

Greg Clark

Founder, The DNA of Cities

A new cycle is opening for European cities, and Luxembourg sits at one of its most powerful intersections. This keynote sets out what the cycle requires of its leaders, and why Luxembourg is uniquely well placed to shape the decade ahead rather than merely live through it.

It opens with The Century of Cities, the structural shift that has made urban places the principal arenas of economic, civic, and cultural competition and transition. It turns next to population mobility in Europe, where talent, students, investors, residents, and visitors now move in overlapping roles, dissolving the categories on which destination strategy was historically built.

Prof. Greg Clark CBE FAcSS is a world-leading authority on cities and place leadership, advising governments, investors, and city leaders across six continents. He has worked with more than 400 cities and 40 national governments, is the author of 10 books, and co-hosts The DNA of Cities and The Century of Cities.

Degmo Daar

Founder of NoorD Consulting

In this keynote Degmo Daar draws on personal stories, research, and practical insights to explore how diversity, equity and inclusion shape the identity and attractiveness of cities. She reflects on how inclusion is experienced not only through policy or planning, but in the body, in public spaces, in service, in language, and in the quiet signals that tell us whether we belong.

Degmo Daar is a speaker, lecturer, and practitioner in inclusive design, organizational change and equity-centered systems thinking. She is a strong believer in participatory methods and works at the intersection of people, systems and place, with focus on buildning trust, belonging, and long-term impact. Her experience spans global companies, local municipalities, and EU-related work, and she has been invited to speak at international forums in cities including Rome, Vilnius, Berlin, London. Bringing together lived experience, reserach and practical insights, she is known for making complex questions of inclusion feel clear, grounded, and actionable.

Schedule of the Luxembourg Tourism Summit 2026

Programme
08:30	Registration & Welcome Coffee
09.00	Video message by Marc ANGEL, President Luxembourg City Tourist Office (LCTO)
09:05	Welcome by Antje VOSS, Director Luxembourg City Tourist Office (LCTO)
09.10	Official Opening Speech by Maurice BAUER, Chief Alderman of the City of Luxembourg (VdL)
09.15	Introduction by Signe JUNGERSTED, Moderator
09.30	Keynote: Optimum Tourism - Vienna's Model for Good Growth by Jana WERL
10.00	Keynote: Smart Destination: Where Technology Enhances Heritage by Mia LAHTVEE
10.30	Coffee Break - Bar Foyer
11.00	Welcome Speech by Eric THILL, Minister for Culture, Minister Delegate for Tourism
11.05	Keynote: Culture and Creativity as Catalysts for Tourism by Xavier THERET
11.40	Keynote: A New Cultural Narrative: How Oslo Changed its Story by Thea GUNNES
12.15	1st Panel Reflection: What Shapes a City Destination's Appeal?
12.45	Lunch and Networking - Bar Foyer
14.00	Introduction by Signe JUNGERSTED, Moderator
14.10	Keynote: The DNA of Luxembourg? by Greg CLARK
14.50	Keynote: Why Inclusion Shapes the Cities we Remember? by Degmo DAAR
15.20	2nd Panel Reflection: How Identity, Inclusion and Urban Strategy do design the Future of Cities?
16.00	Closing Words

Plan your trip to the Luxembourg Tourism Summit

Venue

Cercle Cité
2 rue Genistre, 1623 Ville-Haute Luxembourg

Cercle Cité is located on the Place d’Armes, in the heart of Luxembourg City. The area around the building is pedestrianised and non-accessible by car.

How to get there:

Bus Tram

‘’Hamilius’’ bus & tram stop

- bus stop city center, Kasinosgaass
- bus stop city center, Monterey
- bus stop city center, Badeandtalt

Then by foot for +- 400 m

Public transport information: www.mobiliteit.lu

Public Transport is free in Luxembourg

Train

Take Tram T1 from Gare Centrale toward Luxexpo or the Airport and get off 3 stops later at Hamilius.

For more information: www.cfl.lu

Car

Motorway access

A1, A13, A3, A4, A6 and A7 lead directly to the city center of the capital.

Parkings : Center / train station / Kirchberg / Park & Ride

Sustainability

We are committed to organise a sustainable and socially responsible event.

We will exclusively use local, sustainable, and regional ingredients for catering. We also use organic products in our menu and offer a wide range of plant-based options.