Sustainable Tourism Entrepreneurship

1. Joker/ViaVia Network
A Best Practice in Sustainable Tourism
1. Network 2. Vision 3.Business Model 4.Publications 5.Contacts
Bob Elsen, CEO bob.elsen@joker.be

2. 1. Joker/ ViaVia Network
• Clusters organizations with an historic
connectedness and a shared strategy in
tourism: Sustainable, Innovative,
Enriching, Independent
• The result of 40 years responsible
entrepreneurship build on worldwide
activities, expertise and contacts
• Growth based on 4 values: Openness,
Equality, Dialogue, Amazement

3. 2. Joker/ViaVia Vision
• Tourism as leisure but even more as a
way to bridge cultures and connect
people: “As knowledge about and
contact with the others increase,
understanding and tolerance will grow”
• Integrating ‘People, Planet, Profit and
Pleasure’ Committed to local wealth
creation through entrepreneurship.

4. 3. Joker/ViaVia Business Model>>>

5. • JOKER, 1981
• Expand your Boundaries
– Active experience
– Contact- oriented
– Small groups (8-12pax)
– Dutch, English & French
– Tailor made for individuals
• Business Units
– Tour operating
– Flight department
– Sales offices (10)
• Pioneer Sustainable Tourism
Award Winner
2007/2009/2010

6. • ANDERS REIZEN, 1984
Walk into another world
– Walking Tours
– Trekking & expeditions
– Active Culture Tours
• MANDARIN JOURNEYS, 2010
Tailor made service to China, Japan,
Laos, Cambodia, Vietnam….
Hong Kong based
 Targets 3 TO’s: - Active group
Travelers
- Individual Travelers
- Families
- Business Travelers
(66.000 clients/year)

7. Worldwide Network of
Meeting Places
for Travelers and
Residents
Embryo for local
development:
• Social-economical
• Cultural
• Education
• Internat. Exchange

8. •Belgium (Leuven, Brussel,
Antwerpen, Mechelen)
• Argentina (Buenos Aires)
• Chile (Valparaiso)
• China (Chengdu)
• Ecuador (Tonsupa)
• Honduras (Copan)
• Indonesia (Yogyakarta)
• Mali (Mopti)
• Nepal (Kathmandu)
• Nicaragua (Léon)
• Peru ( Ayacucho)
• Senegal (Dakar)
• Tanzania (Arusha)

9. 1. Karavaan
Tour Leader Institute (1971)
(Certified by Governement)
2. ViaVia Tourism Academy
Sustainable Tourism as tool
for Development (2001))
3. Living Stone Intercultural
Entrepreneurship
Spin-off Leuven University,
Joker, Cera (2005)

10. • KARAVAAN
•Certified Tour Leader- training,
recognized by Government of
Flanders
• 400 Tour Leaders active
worldwide
• Awareness building
for Responsible Tourism

11. • VIAVIA TOURISM ACADEMY
Leverage Sustainable Tourism for
development and more solidarit
Vocational education & training
•Tourism Product Development
•Strategic T Destination Mgmt
•Strategic T Business Planning
•Marketing & Social Media for SME
•Tour guiding
•Intercultural Service design
Learning Network Coördinator of
High Schools Tourism in Flanders

12. LS INTERCULTURAL ENTREPRENEURSHIP
Leuven University, Joker and Cera
Intercultural competence
The ability to generate appropriate and
effective behavior in a given context
Intercultural praxis
Executive Education, Global Leaders Travel
Added value by cross-fertilization, expanded
thinking patterns, innovation, new solutions
Intercultural entrepreneurship
Deploy the integration of cultures as source for
wealth creation and harmony “Entrepreneurs,
Remap your Knowledge”

13. 4. Publications
BOB ELSEN
JOKER GRENSVERLEGGEND
ONDERNEMEN
De wereld als speelveld
s
.
Bob ELSEN, Ignace POLLET, Patrick DEVELTERE,
Introduction by Koenraad DEBACKERE
A thought provoking book to deploy the Uitgeverij VAN HALEWYCK
integration of cultures as a source of welfare and
tolerance in a glocalising world
The Joker/ ViaVia Story 2011, 195p
Leuven University Press 2007, 161p. ISBN 978 94 6131 0385
ISBN 978 90 5867 6078.

14. 5. Joker/ViaVia Contacts
• Joker Tourism
www.joker.be
Connecting People, jeroen.vincken@joker.be
Bridging Cultures
• ViaVia Traveler Cafés
www.viaviacafe.com
dries.caems@viaviacafe.com
• ViaVia Tourism Academy vzw
www.lsdialoog.com
manuel.minne@lsdialoog.com
• Living Stone Intercultural Entrepreneurship
www.lscoop.com
lutgart.dusar@lscoop.com