Programme Hosted by UNWTO & MODUL University

Sponsored by

Following recent trends in the UAE market, MODUL University in partnership with the United Nations World Tourism Organization (UNWTO) and under the guidance of the Ministry of Economy have developed an Executive Training Workshop on “Innovative Approaches to Destination Branding” for tourism and hospitality professionals in the GCC and worldwide.

This 3-day Executive Training Workshop, given by two international experts, will follow step-by-step practical methodology, with short presentations, discussions, debates and extensive group work and practical activities.

The intention of this approach - the transmission and usage of various tools, the expertise of the experts and participants, the discussion forums, the practical group work and the international approach - is for participants to fully understand the topic of this Workshop, to stimulate co-creation.


This workshop is to follow the UNWTO philosophy of the Global Code of Ethics for Tourism and covers the following:

  • Global Tourism Trends

  • Different Brand Types

  • The Experience Economy

  • A Practical Guide to Branding Strategy

  • Branding Strategies in Action

Learning Outcomes

During the workshop participants
will benefit from:

  • Acquire knowledge on Tourism Trends

  • Understand key concepts on brand types, the experience economy and branding strategy

  • Comprehend the step-by-step process of branding strategy

  • Develop a brand for a destination

  • Define branding objectives

  • Position the brand and the destination to various target audience

Workshop Schedule

Date: Tue. 1 May — Thur. 3 May 2018

Time: 8:00 AM – 2:30 PM 

Venue: MODUL University Dubai

Address: 4th Floor, ONE JLT, Jumeirah Lakes Towers

Fees & Discounts

The tuition fee of the workshop is $ 1,750.00*

This fee will cover costs for the on-site components of the programme and the provision of the workshop materials, lunch and refreshments. Costs of travel to and from the UAE, additional meals and accommodation are not included.

* Fees are exclusive of 5% VAT



UAE Nationals
MODUL University Dubai Corporate Partners
UNWTO members

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Meet the Facilitators

Nikola Kovacevic
Account Manager

T. +971 45 101 428
M. +971 52 212 2520

Prof. Dr. Edith M. Szivas

Dr. Edith M Szivas, a British national, is a leading international expert in the area of Tourism and Hospitality with the track record in strategy and development of over 25 years. Her involvement into a number of Governmental projects aimed at strategic development of the hospitality industry across several countries in Europe and Middle East. She is an author of numerous publications and also she is actively engaged into public speaking.

Dr. Szivas has a vast academic experience in the Universities of London, Surrey, Greenwich, Macau, and others. Her ongoing consultancy activity with the leading global organizations like UNWTO and USAID has made her contribution into development of the industry truly invaluable.

Jesse Desjardins

Jesse has over 10 years of experience in the tourism sector, especially in the areas of branding, social media, experience design and strategy, and has worked with destinations and travel brands globally.

He is currently the CEO of fwNATION.

Previously, he was Global Manager of Social & Content at Tourism Australia where he lead one of the most successful social media efforts for nearly 7 years. During this time, they received 2 awards: in 2015 - Skifies - for Most Effective Brand on Social Media – DMO Country & Best Branded Instagram, and in 2014 - Skifies for Best Social Media Presence – DMO/Marketing Association/Tourism Board.

Prior to this, he worked in Paris (France) for SelectNY.Paris.

Named one of Skifts most influential people in travel he has accumulated several industry accolades included 3 Cannes Lions.

Jesse holds an MBA with a focus on Creative Leadership from the Berlin School of Creative Leadership.

Adam Bates

Adam has 25 years’ international tourism experience working at a national and city level in both the private and public sector and has a deep experience of destination marketing and branding as practitioner and consultant.

Since entering consultancy in 2014, Adam has delivered a variety of branding and marketing strategy projects including for County Wicklow, Ireland’s Ancient East, 1066 Country and Aberdeen. So much more than a logo and tagline, our work using the Shared StoryTM helps bring about a change in the approach for whole destinations to collaborate and work together to deliver a compelling and distinctive narrative used by everyone in the destination.

Wider work on destination plans and strategies often looks at markets, identity and brand and over the last four years this includes projects in a wide range of destinations such as Dublin, Belfast, Glasgow, Brighton, Sussex, London, Kent, Stoke-on-Trent and Manchester among others.

Prior to consultancy, Adam spent 10 years at Brighton & Hove City Council where he was on the Executive Leadership Team with responsibility for Conferences and Venues, Tourism, Economic Development, Museums, Arts, Events, Sports & Leisure and the Seafront. In this role he worked closely with hundreds of destination partners, commercial property tenants and tourism operators on developing the destination brand, securing new business, refining strategy and destination management and during his tenure the annual value of tourism to the local economy doubled to over £1bn annually with 9m visitors.

Adam also held various roles with VisitBritain and VisitEngland including running the Chicago office, leading segment specific leisure and trade marketing in the USA and leading business tourism activity across 32 global markets as Head of Business Tourism.

His early career was spent with Marriott Hotels in the USA and with Disney as part of the Opening Team in Paris.

In addition to consultancy, Adam launched at the beginning of 2014 and has been working internationally with numerous destinations on a digital platform to promote destination uniqueness to conference organisers.

Adam is also a Director of the Brighton & Hove Food Partnership and holds a BA (Hons) in International Hospitality Management from Brighton University and a postgraduate MBA from Warwick University.

About MODUL University Dubai

Established in Vienna in 1908, the MODUL brand has over 100 years of legacy in hospitality and tourism education. MODUL University Dubai is the only Austrian university in the Middle East offering 360-degree education with tourism and hospitality as its core offering, at its state-of-the-art campus located in ONE JLT, Dubai.

MODUL University Dubai offers higher education degrees in business, tourism, hospitality, sustainability, public governance and new media technologies as well as foundation and professional vocational training courses.

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