Think Tank


The World Tourism Forum Lucerne Think Tank is a highly focused, top-level strategic body which allows leaders from around the world to reflect on the bigger challenges faced by the tourism industry. 

The WTFL Think Tank takes place on a yearly basis with the purpose of intensively exploring one single topic, which is of strategic importance and as a result, advancing the defined strategy. 

By embracing the value of diverse opinions and bringing together different groups of individuals from within and outside the industry, including ministers, CEOs and academia, the WTFL Think Tank provides the perfect opportunity within which to incubate new perspectives, grow fresh ideas and form new collaborations which will engage and build a stronger tourism industry.  

The small size, the quality of participants, and the informality make the WTFL Think Tank unique.

The WTFL Think Tank 2019 was an exceptional opportunity for thought and business leaders, policy makers and innovators to commence, bringing forward the exchange of ideas and shared experiences that can help shape a better future for this pivotal sector.
— Rania Al-Mashat, Minister of Tourism, Egypt


1-2 May 2019, Prior to World Tourism Forum Lucerne 2019, Switzerland

As in previous years, the WTFL Think Tank 2019 brought together a group of carefully selected leaders from inside and outside the industry for a frank and forward-looking discussion on key challenges facing the global travel, tourism and hospitality industry.

In line with the overall focus of the WTFL 2019, “Human capital in an age of disruption”, the main topic of this Think Tank was the importance of innovation in our industry.

WTFL strongly believes that an open-minded discussion in a relaxed trusting atmosphere enables better decision-making. Thus, the Think Tank session has this year took place on a boat on Lake Luzern.

It was such a brilliant cast of people and knowledge in the room – being able to discuss high level issues from the perspective of thought leaders in business, government and academia.
— Shannon Stowell, CEO, Adventure Travel Trade Association

Our world is increasingly defined by political, social, economic, environmental and technological forces of change. As travel & tourism accelerates in not only activity but also impact, leaders must come together, and work together, to ensure the sector keeps safety, unity, inclusivity, authenticity and opportunity as its pillars for sustainable growth.
The WTFL Think Tank provides exactly this platform, enabling government, business and academia to rigorously examine critical issues central to decision making. To be a part of this leadership community is an honour beyond compare.
— Anita Mendiratta, Special Advisor to the Secretary General, UNWTO

Past events

Think Tank 2019: 1-2 May 2019, Lucerne, Switzerland

Think Tank 2018: 2-3 March 2018, Costa Navarino, Greece

Think Tank 2017: 3 May 2017, Villa St Charles Hall Lucerne, Switzerland

Think Tank 2016: 5-6 March 2016, Baku, Azerbaijan

Think Tank 2015: 23 April 2015, Lucerne, Switzerland

Think Tank 2014: 2-3 March 2014, Lucerne, Switzerland  

Think Tank 2013: 17 April 2013, Lucerne, Switzerland

The WTFL Think Tank aims to provide strong leadership to the tourism and travel industry through best practice and knowledge sharing. Working together responsibly and sharing ideas and solutions are the only way to secure a sustainable and prosperous future to the industry in a global context.
— Eduardo Santander, Executive Director European Travel Commission