Uploaded March 2026 | Updated September 2026, 2 weeks ago

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The opening panel asked the question: What does regeneration actually demand ? Now comes the harder part: what does that actually look like in practice? The answer isn't "best practices" you can copy to your destination. In this session two practitioners bring different lenses to the same challenge. We examine regeneration through the business ecosystem: how tourism businesses shift from asking "How does my business grow?" to "How does the ecosystem I depend on stay healthy?" and we approach it through place: how stewardship replaces reactivity, and how communities, not developers or tourism boards, lead the design of their own futures. Together, they show why mindset, and design must come before action. Supported by a short film that shows what this looks like when people work with a place rather than imposing solutions upon it.

Moderator:

Prof. Dr. Willy Legrand
Professor
IU International University of Applied Sciences

Panel:

Ásta Kristín Sigurjónsdóttir
CEO
Iceland Tourism

Elke Dens
Founder
Place Generation

Rob Holmes
Founder & Chief Strategist
GLP Films