FULL PROGRAMME
Fairway is designed to provide tourist professionals linked to Way of St. James with a place for meeting and reflecting. Our programme of activities includes discussions and workshops such as debating and round tables that will consider points of interest to current and future professionals in the sector. The sustainability of the Routes of the Way of St. James and the digital marketing applied to the tourist sector will centre many of the programme’s themes in this fourth event. Click on the different tabs to find out more details about our different options.
Fairway is designed to provide tourist professionals linked to Way of St. James with a place for meeting and reflecting. Our programme of activities includes discussions and workshops such as debating and round tables that will consider points of interest to current and future professionals in the sector. The sustainability of the Routes of the Way of St. James and the digital marketing applied to the tourist sector will centre many of the programme’s themes in this fourth event. Click on the different tabs to find out more details about our different options.
THE PROGRAMME
Given the reduced capacity for activities, a prior reservation is required. It is free and you can do it through this very web. Remember that, if you cannot attend, we offer you the possibility of following the activities through streaming.
Consult the informative and training activities and schedules of the IV Forum of the Camino de Santiago.
As a product of the reflection that many visitors who come to Compostela do not walk The Way, from Fairway with the creation of this route for the 3rd edition we want to offer the opportunity of stepping out of the classical touristic circuits and also enjoy a closer touch with the city.
9:30H - 13:30H (approx.)
PLAZA DEL OBRADOIRO
Maximum capacity: 200pax
The old belongings of a mysterious pilgrim have been found in the cellars of the Compostelaan Palace of Congress, but a fateful curse weighing on them has caused strange phenomena to start happening in the building.
10:30H - 11:30H -
12:30H -
13:30H -
16:30H -
17:30H -
18:30H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
Maximum capacity per group: 8 pax
2 groups per hour
Mindfulness refers to the mental state that emerges by paying attention to the present moment intentionally, without judging it and focusing on the immediate experience.
11:00H - 13:00H - 17:00H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
Maximum capacity per group: 24 pax
APACA, Animais do Camiño Protective Association, will accompany us with some of their dogs. Do you know that this association collects, cares for and cares for abandoned, lost or mistreated dogs on the Camino de Santiago and looks for people willing to provide a better life through adoption or acceptance?
12:00 - 14:00H
17:00 - 19:00H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
Carolina Rubirosa, one of Galicia’s most renowned singers and composers, presents the “O teu Camiñar” videoclip that accompanies the official song promoting the English Camino.
13:00H
SALA COMPOSTELA
Everyone who visits Fairway on Sunday will have the opportunity to approach the gastronomy of the Camino de Santiago with a buffet where they can enjoy a selection of some of the most recognized dishes of the places through which the different Jacobean itineraries take place.
Bon appetit!
13:30H - 16:30H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
The repertoire features themes that are very much centred on Díaz’s voice or are linked to a more intimate format: that which combines traditional instrumentation and the Coruña musician’s singing.
19:00H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
In Fairway, dialogues between two characters from different fields will be offered, taking the Camino as a common thread, either because of their professional practices, their personal connection or as the axis of inspiration to tell their experiences. A different way of seeing the Jacobean experience.
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
Opening conference
Tourism and Sustainability
Opening conference: Tourism and Sustainability
10:00H - 11:00H
SALA COMPOSTELA
PRESENTER: FAIRWAY REPRESENTATIVE
Speakers
NAVA CASTRO
Director of the Tourism Agency of Galicia
XOSÉ REGUEIRA
Vice President of the Diputación de A Coruña
GUMERSINDO GUINARTE
Tourism Councilman of the City of Santiago
Coffee break
11:00H - 11:30H
Managing advertising on social media is getting more complicated. It is therefore necessary to be fully up to date in order to implement an optimum Ads strategy. This workshop will provide some key points in this regard.
11:30H - 13:00H
SALA COMPOSTELA
Speaker
CLARA SOLER
Expert on Social Ads for the tourist sector
A review of the current situation of the Camino after 18 months of pandemic. Representatives of different entities and organisations will try to respond to questions such as: Will the Camino continue to be saturated? Are there road safety problems in some stretches of the Camino? Is there unfair competition in the field of accommodation?
11:30H - 13:30H
FIRST FLOOR
This round table will help us to reflect on what makes a client select one option or another, what makes a brand more than just a logo and become something emotional based on experiences. Recent success stories of hotel marketing will be explained.
13:00H - 14:00H
SALA COMPOSTELA
Coordinated and presented by
LAURA RAMPÉREZ
CEO of Inturea
Speakers
GUILLERMO RODRÍGUEZ
Social Media Manager in Hotel Palladium Group
JOHNNY SFEIR
CEO Customer Experience Academy & JSK Mind
AMPARO GARCÍA
Responsible of the project 'Digitize Happiness' of Vivood Landscapes and Zeus
Paradores Representative
Still to confirm
Lunch break
14:00H - 16:00H
The Way of St. James is a life-changing experience for many people that decide to undertake the route. Many factors indicate that in the post-COVID-19 era we’ll have to revise the models and that sustainability will play an essential role in the future development of the Camino’s different itineraries.
16:00H - 17:30H
FIRST FLOOR
This practical workshop will explain the difference between writing texts and copy, how to emphasis the benefit provided by a brand’s services and know what are its hotspots.
16:00H - 17:30H
SALA COMPOSTELA
Speaker
JOAN MARCO
Tourist copywriter
Coffee break
17:30H - 18:00H
The Camino de Santiago also adapts to the new times with the incorporation of new technologies. In this colloquium we will show you some experiences aimed at facilitating and complementing the tour of the different Jacobean Routes from any mobile device.
18:00H - 19:00H
FIRST FLOOR
We’ll discuss machine learning processes with technical specialists, who’ll share their experience in designing algorithms, inherent to the tourist sector’s digitalisation process, and reveal all the work that goes into learning about them.
18:00H - 19:00H
SALA COMPOSTELA
Moderator
ANDRÉS ROMERO
CEO Asiri Marketing
Speakers
ENRIQUE LITE
Director of the Inbound Agency. Moio
MANUEL LARA
Director of Costa del Sol’s Tourism
AUGUSTO MARTÍN
Chief Revenue Officer in Connectif
ALBERTO PORTOLÉS
Founding Partner and Technical Director at Numéricco
Representatives of different organisations will debate about possible changes in regulations and health measures in preparation for the second Holy Year in this dual Xacobeo. Administrations, associations and companies will discuss how to face the 2022 Holy Year in view of the epidemiological situation and its possible evolution.
10:00H - 11:30H
FIRST FLOOR
This practical workshop will provide the necessary basic notions so that anyone that attends will be able, even if they do not have much knowledge regarding the matter, to start an SEM campaign for their business.
10:00H - 11:30H
SALA COMPOSTELA
Ponente
IGNACIO FERNÁNDEZ
Professor of Google Ads and SEM strategy
Coffee break
11:30H - 12:00H
Forecasts of airlines, tour operators, travel agencies specialising in the Camino, persons in charge of promoting destinations in international markets will give us their latest point of view on the activation of international demand, which is so important for the Way of St. James.
12:00H - 13:30H
FIRST FLOOR
We’ll discuss digitalising experiences currently associated with doing the Way, both in the present and the future. We’ll also comment about potential experiences of sustainability that may improve the pilgrimage.
12:00H - 13:00H
SALA COMPOSTELA
Coordinated and presented by
TONO MUGICO
CEO of Mr Turismo and Co-director of Fairway
Speakers
ENRIQUE MARTÍNEZ
President of Segittur
MANUEL MEIJIDE
CEO of Ilux and Director of Digital Worlds
FERNANDO SUÁREZ
Provincial Council’s Person in Charge of Innovation and DTI in Ourense. President of the Spanish Association of Computer Experts
Representative of a Sustainable Plan
Still to confirm
Lunch break
13:00H - 16:00H
Aimed at SMEs and anyone with a tourist accommodation business, this workshop will try to shed light on the confusion between Yield and Revenue. It will discuss the best tools for optimising the profitability of an existing or potential business.
16:00H - 17:30H
SALA COMPOSTELA
Speaker
JULIA REY
Hotel Revenue Manager & Head of Content Marketing in Beonprice
As a product of the reflection that many visitors who come to Compostela do not walk The Way, from Fairway with the creation of this route for the 3rd edition we want to offer the opportunity of stepping out of the classical touristic circuits and also enjoy a closer touch with the city.
9:30H - 13:30H (approx.)
PLAZA DEL OBRADOIRO
Maximum capacity: 200pax
The old belongings of a mysterious pilgrim have been found in the cellars of the Compostelaan Palace of Congress, but a fateful curse weighing on them has caused strange phenomena to start happening in the building.
10:30H - 11:30H -
12:30H -
13:30H -
16:30H -
17:30H -
18:30H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
Maximum capacity per group: 8 pax
2 groups per hour
Mindfulness refers to the mental state that emerges by paying attention to the present moment intentionally, without judging it and focusing on the immediate experience.
11:00H - 13:00H - 17:00H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
Maximum capacity per group: 24 pax
APACA, Animais do Camiño Protective Association, will accompany us with some of their dogs. Do you know that this association collects, cares for and cares for abandoned, lost or mistreated dogs on the Camino de Santiago and looks for people willing to provide a better life through adoption or acceptance?
12:00 - 14:00H
17:00 - 19:00H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
Carolina Rubirosa, one of Galicia’s most renowned singers and composers, presents the “O teu Camiñar” videoclip that accompanies the official song promoting the English Camino.
13:00H
SALA COMPOSTELA
Everyone who visits Fairway on Sunday will have the opportunity to approach the gastronomy of the Camino de Santiago with a buffet where they can enjoy a selection of some of the most recognized dishes of the places through which the different Jacobean itineraries take place.
Bon appetit!
13:30H - 16:30H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
The repertoire features themes that are very much centred on Díaz’s voice or are linked to a more intimate format: that which combines traditional instrumentation and the Coruña musician’s singing.
19:00H
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
In Fairway, dialogues between two characters from different fields will be offered, taking the Camino as a common thread, either because of their professional practices, their personal connection or as the axis of inspiration to tell their experiences. A different way of seeing the Jacobean experience.
PALACIO DE CONGRESOS Y EXPOSICIONES DE GALICIA
Opening conference
Tourism and Sustainability
Opening conference: Tourism and Sustainability
10:00H - 11:00H
SALA COMPOSTELA
PRESENTER: FAIRWAY REPRESENTATIVE
Speakers
NAVA CASTRO
Director of the Tourism Agency of Galicia
XOSÉ REGUEIRA
Vice President of the Diputación de A Coruña
GUMERSINDO GUINARTE
Tourism Councilman of the City of Santiago
Coffee break
11:00H - 11:30H
Managing advertising on social media is getting more complicated. It is therefore necessary to be fully up to date in order to implement an optimum Ads strategy. This workshop will provide some key points in this regard.
11:30H - 13:00H
SALA COMPOSTELA
Speaker
CLARA SOLER
Expert on Social Ads for the tourist sector
Se realizará un repaso a la situación actual del Camino tras 18 meses de pandemia. Representantes de distintas entidades y organizaciones intentarán dar respuesta a preguntas como ¿seguiremos con un Camino saturado?, ¿hay problemas de seguridad vial en algunos tramos del Camino?, ¿hay competencia desleal en la oferta alojativa?.
11:30H - 13:30H
FIRST FLOOR
This round table will help us to reflect on what makes a client select one option or another, what makes a brand more than just a logo and become something emotional based on experiences. Recent success stories of hotel marketing will be explained.
13:00H - 14:00H
SALA COMPOSTELA
Moderator
LAURA RAMPÉREZ
CEO of Inturea
Speakers
GUILLERMO RODRÍGUEZ
Social Media Manager in Hotel Palladium Group
JOHNNY SFEIR
CEO of Customer Experience Academy and JSK Mind
AMPARO GARCÍA
Responsible of the project 'Digitize Happiness' of Vivood Landscape and Zeus
PARADORES REPRESENTATIVE
Still to confirm
Lunch break
14:00H - 16:00H
The Way of St. James is a life-changing experience for many people that decide to undertake the route. Many factors indicate that in the post-COVID-19 era we’ll have to revise the models and that sustainability will play an essential role in the future development of the Camino’s different itineraries.
16:00H - 17:30H
FIRST FLOOR
This practical workshop will explain the difference between writing texts and copy, how to emphasis the benefit provided by a brand’s services and know what are its hotspots.
16:00H - 17:30H
SALA COMPOSTELA
Ponente
JOAN MARCO
Tourist copywriter
Coffee break
17:30H - 18:00H
The Camino de Santiago also adapts to the new times with the incorporation of new technologies. In this colloquium we will show you some experiences aimed at facilitating and complementing the tour of the different Jacobean Routes from any mobile device.
18:00H - 19:00H
FIRST FLOOR
Se abordarán los procesos de machine learning con especialistas técnicos que aportarán su experiencia en el diseño de algoritmos, inherentes al proceso de digitalización del sector turístico, y desvelarán todo el trabajo que hay detrás de su aprendizaje.
18:00H - 19:00H
SALA COMPOSTELA
Coordinated and presented by
ANDRÉS ROMERO
CEO Asiri Marketing
Speakers
ENRIQUE LITE
Director of the Inbound Agency. Moio
MANUEL LARA
Director of Costa del Sol’s Tourism
AUGUSTO MARTÍN
Chief Revenue Officer in Connectif
ALBERTO PORTOLÉS
Founding Partner and Technical Director at Numéricco
Representatives of different organisations will debate about possible changes in regulations and health measures in preparation for the second Holy Year in this dual Xacobeo. Administrations, associations and companies will discuss how to face the 2022 Holy Year in view of the epidemiological situation and its possible evolution
10:00H - 11:30H
FIRST FLOOR
This practical workshop will provide the necessary basic notions so that anyone that attends will be able, even if they do not have much knowledge regarding the matter, to start an SEM campaign for their business.
10:00H - 11:30H
SALA COMPOSTELA
Ponente
IGNACIO FERNÁNDEZ
Professor of Google Ads and SEM strategy
Coffee break
11:30H - 12:00H
Forecasts of airlines, tour operators, travel agencies specialising in the Camino, persons in charge of promoting destinations in international markets will give us their latest point of view on the activation of international demand, which is so important for the Way of St. James.
12:00H - 13:30H
FIRST FLOOR
We’ll discuss digitalising experiences currently associated with doing the Way, both in the present and the future. We’ll also comment about potential experiences of sustainability that may improve the pilgrimage.
12:00H - 13:00H
SALA COMPOSTELA
Coordinated and presented by
TONO MUGICO
CEO of Mr Turismo and Co-director of Fairway
Speakers
ENRIQUE MARTÍNEZ
President of Segittur
MANUEL MEIJIDE
CEO of Ilux and Director of Digital Worlds
FERNANDO SUÁREZ
Provincial Council’s Person in Charge of Innovation and DTI in Ourense. President of the Spanish Association of Computer Experts
Representative of a Sustainability Plan
Still to confirm
Lunch break
13:00H - 16:00H
Aimed at SMEs and anyone with a tourist accommodation business, this workshop will try to shed light on the confusion between Yield and Revenue. It will discuss the best tools for optimising the profitability of an existing or potential business.
16:00H - 17:30H
SALA COMPOSTELA
Speaker
JULIA REY
Hotel Revenue Manager & Head of Content Marketing in Beonprice