The Devotion Dividend: Passion-Tourism and the Shift from Volume to Value
SCoT Webinar Volume 83
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Webinar Description

The Devotion Dividend: Passion-Tourism and the Shift from Volume to Value

Most destinations still measure success by arrivals. This panel asks what happens when they measure something else. Passion-tourism is travel built around devoted communities such as birdwatchers, stargazers, pilgrims, food lovers and craft collectors. These travelers often plan years ahead and return again and again. The discussion draws on The Devotion Dividend, the first book in The Passion-Tourism Economy series by Dr. Jens Thraenhart, launched at the Green Destinations 2026 Global Conference in Slovenia. Four leaders from academia, destination management, hospitality and sustainability certification will discuss how destinations can find the communities that care about what they offer, build products and brands around them, and keep the benefits with local residents. The session offers practical lessons for tourism boards, hotels and policymakers.

   

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Program
Welcome Remarks
Jafar Jafari
Kazem Vafadari
Introduction/Moderator
Jens Thraenhart
Presentations by Speakers/Panelist
Chekitan S. Dev
Saranjav Bayasgalan
Glenn Mandziuk
Albert Salman

Cultural Break
Discussion and Q/A
Rapporteur
Malcolm Cooper
Conclusion
Jafar Jafari
Kazem Vafadari

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Volume 83

2026-11-11

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SCoT Webinar Volume 83

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The Devotion Dividend: Passion-Tourism and the Shift from Volume to Value

Most destinations still measure success by arrivals. This panel asks what happens when they measure something else. Passion-tourism is travel built around devoted communities such as birdwatchers, stargazers, pilgrims, food lovers and craft collectors. These travelers often plan years ahead and return again and again. The discussion draws on The Devotion Dividend, the first book in The Passion-Tourism Economy series by Dr. Jens Thraenhart, launched at the Green Destinations 2026 Global Conference in Slovenia. Four leaders from academia, destination management, hospitality and sustainability certification will discuss how destinations can find the communities that care about what they offer, build products and brands around them, and keep the benefits with local residents. The session offers practical lessons for tourism boards, hotels and policymakers.



Jens Thraenhart
Moderator

Chekitan S. Dev
Panelist

Saranjav Bayasgalan
Panelist

Glenn Mandziuk
Panelist

Albert Salman
Panelist
Program
Welcome Remarks Jafar Jafari / Kazem Vafadari

Introduction/ModeratorJens Thraenhart
Presentations by Speakers/Panelist Chekitan S. Dev / Saranjav Bayasgalan / Glenn Mandziuk / Albert Salman /

Cultural Break
Discussion and Q/A
RapporteurMalcolm Cooper
Conclusion Jafar Jafari / Kazem Vafadari

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Volume 83
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The Devotion Dividend: Passion-Tourism and the Shift from Volume to Value / / Most destinations still measure success by arrivals. This panel asks what happens when they measure something else. Passion-tourism is travel built around devoted communit...
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