The International Conference on Marketing in Tourism AdCamp 2016 Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.