Madrid : WTO, 2012.

vi, 279 p.; 29 cm.

ISBN 978-92-844-1394-2.

Foreword -- Overview -- Papers and presentations -- Opening ceremony -- Keynote speeches -- Country branding for sustainable success -- Shaping the government Aagenda to improve tourism competitiveness -- Running a successful national tourism campaign: visit Malaysia year 2007 -- First session: Mega trends and innovation -- Preparing tourism business for mega trends -- Expanding into new frontiers with Air Asia -- Global destinations rating for competitiveness -- Second session: Tourism business and service excellence -- Know your customer -- Creativity and innovation: tourism and leisure business -- Maintaining higher tourist arrivals: the case of France -- Third session: Tourism product development and marketing -- Global economic shift and changing consumer behavior: maximising tourism potential -- Getting more value out of an eco-tourism destination: Sabah s experience -- Amsterdam: developing new experiences for a tourism city -- Annexes.