Railway and tourism: a cultural perspective

Videoconference - 26 October afternoon

The key issue that will be addressed during this workshop is the landscape as a tourist resource, which is especially relevant for the development of entrepreneurial actions in the railway system and the improvement of the traveler experience. While rail travelling, customers are attracted by natural beauties, as well as by cultural and historical assets such as tunnels and bridges. It is the combination of the uniqueness of the landscapes, the beauty of the train carts and the onboard experience that created an extraordinary experience for travelers.

The main questions to be tackled during this workshop are:

How can railway industry and cultural and heritage bodies better coordinate their efforts and competencies in order to foster product branding as well as territorial attractiveness and tourism development?
What are the tools that can be used to create quality and valuable experiences for the potential customers in their tourism journeys by rail?
How can digitalization help to add value on the landscape and to improve customer’s experience?
The rail plays a significant role in developing a destination’s attractiveness and acts as a catalyst for territory branding. Not only it possesses natural, historical and patrimonial value, but also contributes to the development of local communities, including jobs creation, improved living standards and cultural exchange opportunities.

While strengthening cooperation among the key stakeholders in the fields of rail industry, tourism and culture, the event compares the best practices in the tourism rail sector all around the world.

Agenda

Online, 26 October afternoon (14:00-17:30)

Programme

14:00-14:15 Welcome speech

Carles Casas Esplugas, Director of Strategic & Prospective Planning, Ferrocarrils de la Generalitat de Catalunya, FGC

14:15 - 14:45 UIC TopRail Photo Contest Awards

14:45 - 15:00 RailtoLand EU Project

Dr Clara Zamorano, Professor of Railways, Civil Engineering School, Universidad Politécnica de Madrid
Dr Ana Berrocal, Professor of Regional Planning, Civil Engineering School, Universidad Politécnica de Madrid

15:00 - 15:30 Customer Experience and Perception

How can we make the train inviting for tourism?
Mark van Hagen, Senior Customer Experience Consultant ComIT, NS

The rail tourist experience and perception
Simone Morgani, Responsable du Programme Expérience & Cognition, SNCF

15:30 - 15:45 Comfort Break

15:45 - 17:15 Landscape as a resource for railway tourism

Rail Tourism in Iran
Ali Abdollahi, Head of International Organizations Group International Affairs Department, Iranian Railways

Trains as a tour guide for Russian landscapes (discover the country from the train window)
Denis Davydov, Head of the Division for the Development of Tourism, Passenger Department, RZD

Cruise train trips: Trans-Siberian Railway by «Imperial Russia» train
Olga Nikulina, Leading expert of the project “Imperial Russia”, RZD Tour

The role of modern and heritage rail as part of sustainable tourism in the modern destination marketing strategy
Jaap Nieweg, President of Fedecrail