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Conference Programme

Conference Programme

14th International Conference on Industrial Heritage and Tourism

The power of narrative in attracting tourism to industrial heritage

Zabrze, Poland, 6 – 7 April 2017

Venue: Queen Luisa Shaft, Chain Stitch Bath, 410 Wolności Str., 41-800 Zabrze



6 April 2016, Thursday

8:30 – 9:30         Registration

9:30 – 10:15       Official opening

10:15 – 10:30     Isera Enrica Rigotti, Silvia Passerini: Presentation of the Vallagarina Region and the city of Rovereto, the official partners of the 14th International Conference and the 9th International Tourism Fair in Zabrze.

10:30 – 11:00    Session 1 – Introduction

  1. Henryk Handszuh, Member of the Knowledge Network of the World Tourism Organization (UNWTO) and its Past Director of the Tourism Market Department:  In the beginning was – and continues to be - the Word. The role of narrative in industrial heritage tourism (outcome of research)
  2. Adam Mikołajczyk, CEO, Best Place Foundation – European Place Marketing Institute: Branding and marketing communication in industrial heritage tourism - why an old factory can be attractive in the 21st century?

11:00 – 11:15     coffee break

11:15 – 12:45   Session 2 – The role of verbal narrative: the competency of tourist guides and facility staff in industrial sites

Moderator: Ryszard Ziernicki – Head, Silesian Voivodship Guides Association

  1. Eleni Volonaki, Kalamata University, Greece (by Skype): The art of rhetoric as a tool for persuasion in Ancient Greece. Lessons for today
  2. Jacek Delert, Vice-Chairman, Guides Commission, General Board, Polish Country Lovers and Sightseeing Society (PTTK):  Guides` story-telling as a proven tool of communication in tourism
  3. Kamila Drużbiak – Standardization Department, Sector of Consumer Goods, Polish Committee for Standardization (PKN) – PKN activities and the procedures of setting Polish Standards
  4. Jolanta Nölle, Zollverein Foundation Member of the Board, Germany: The process of selecting, training and evaluating guides in the Zollverein Mine in Essen
  5. Beata Piecha-van Schagen, Coal Mining Museum in Zabrze: Setting a narrative in a scenery. Storytelling in tourism
  6. Tadeusz Burzyński, Institute of Tourism in Cracow: The tasks of the Sector Council for Competency in Tourism in Poland

12:45 – 13:00 Coffee break

13:15 – 14:15    Session 3 – Visual storytelling and staging sightseeing

Moderator: Henryk Handszuh

  1. Waldemar Czechowski, Expert to the Council to the Minister of Culture and National Heritage, film director: Visual narratives at the service of tourism. A dream come true?
  2. Stratis Vogiatzis, Caravan Project, Greece:  Exploring urban environments through stories
  3. Amy Benadiba, Conservation Director, Centre  Historique Minier Lewarde, France: How to do it - intermediation practices used in guiding
  4. Camilo Zadra, Director, Museum of War of Rovereto: The cities we are living in preserve the traces of our communal history
  5. Fabiana Zandonai, Eleonora Zen, The City Museum Foundation of Rovereto: Monitoring, protection and enhancement of the environmental and cultural heritage of Vallagarina. The website and the webgis platform


14:15 – 15:15 Debate: The travel trade on the attractiveness of industrial heritage and how to make it happen

Moderator: Grzegorz Chmielewski, Vice-Chairman, Polish Chamber of Tourism – Vice-Chairman, Silesian Tourism Organization

Participants:  Petr Krč - Vice-Chairman, Czech Chamber of Tourism; Mária Jagnešáková - Director, Orava Museum, Slovakia; Jacek Delert, PTTK; EwaWeintrit – Owner, Ave Travel Agency; Katarzyna Kulińska-Pluta - Head, Promotion, Tourism and Culture Office, City and Municipality of Żarki


15:15 – 14:15    Lunch

7 April 2016, Friday

10:00 -12:00 – Conference participants inaugurate the 9th International Tourism Fair in Zabrze,                         Venue: MOSiR Exhibition Hall, Matejki 6 Str.

12:00 – transfer by bus back to Queen Luisa Shaft, Chain Stitch Bath, 410 Wolności Str.

12:15 – 14:00     Session 4 - Visual storytelling and staging sightseeing (Part 2)


  1. Wojciech Weyna, Chairman, Piła nad Brdą Neighbourhood Association BUKO: Miners` Village, or how to sell a place
  2. Michał Janowski, Chargé de misión, Wallonie Belgique Tourisme: The place of narrative in staging museum exhibitions, from the Tempora company perspective
  3. Alain Fortis - Le Bois du Cazier: Verbal narrative and truth in disseminating memory. Well-founded coherence or casual divergence
  4. Małgorzata Buttitta, anthropologist of Mediterranean culture, journalist and food writer: By land and sea. Thematic routes of lost professions and live traditions of Tuscany and Sicily
  5. Margaret Faull, Ferreira Hernández Lucas, European Network of Coal Mining Museums: Network website presentation
  6. Iryna Vereshchuk  - Ukrainian Amber Route Association: The Amber Route in space and time

14:00 – 14:30     Coffee break

14:30 – 15:45     Session 5 - Visual storytelling and staging sightseeing (Part 3)


  1. Luce Chazalon, Josiane Chêne -Région Auvergne Rhône Alpes, France:  How water and fire have shaped human life and work
  2.  Michał Mazur – Śląsk Ensemble, Head, Silesian Centre of Regional Education: The Sunny Republic story – Stanisław Hadyna`s dream come true
  3. Veronika Komarova, lead specialist, Socio-Economic, Tourism and International Economic Relations Section, Economic Development Department, Committee for Economy, Finance and Control, Kaliningrad, Russian Federation: Addressing the needs of printed matter to promote and develop the tourism potential of the city
  4. Justyna Trzaska – Academy of Fine Arts in Katowice: The Silesian Odyssey: An inter-disciplinary multimedia show basing on the local legends and beliefs
  5. Réka Pintér, Pécs Univerity, Hungary: The narrative of Zsolnay’s industrial heritage through the Zsolnay Cultural Quarter of Pécs

15:45 – 16:00     Wrap-up session and conclusions

16:00 – Lunch

17:00     Sightseeing the Historic Coal Mine “Guido” (registered participants)









The City of Zabrze. Department of Promotion, Tourism and Sport
ul. Religi 1
41-800 Zabrze
+48 32 273 97 60
+48 32 273 97 34