14 – 16 September 2026 Jacy’z Hotel & Resort, Gothenburg · CUSTOMERS & PARTNERS EVENT
VISIT Summit
Destined for More
VISIT Summit brings together 450+ travel and hospitality professionals for three days of sharp conversation, hands-on sessions, and the official launch of VISIT as a platform brand.
Your most personal event of the year
450+
Industry Peers
280+
Unique Companies
15+
Partner Exhibitors
More than a conference
VISIT Summit is where the Nordic travel and hospitality industry meets to move things forward. It’s a space for straight talk, real collaboration, and ideas that actually get built.
This year, we’re doing something more: launching VISIT as a platform brand. One platform, across hospitality, in-destination experiences, and destination building. Two days built around a simple truth – that every business in this room is Destined for More.
Expect sharp keynotes, 24+ workshops, hands-on sessions, and an evening that earns its own memory.
VISIT Platform launch
The official brand launch — what we’ve built, what we’ve promised, what comes next
24+ workshop sessions
Across 4 tracks: Hospitality, In-Destination Experience, Destination Builders, Thought Leadership
VISIT Awards ceremony
Recognising the individuals, teams and venues raising the bar for hospitality and experiences
Pre-Summit at Universeum
An exclusive evening before the event — science, dinner and the first taste of what’s coming
Join us in Gothenburg
Regular bird
Early bird: 4900 SEK
6500 SEK
It’s all included
- ✦2-day conference + Pre-Summit access (14 Sep)
- ✦Pre-Summit networking dinner at Universeum
- ✦Lunch both days
- ✦Dinner + VISIT Awards evening (Day 1)
- ✦All breakout sessions + BYOD workshop (24+ across Day 1, 12+ on Day 2)
- ✦VISIT Summit App — network with attendees & speakers
- ✦Swedish fika, drinks & refreshments
Registration closed
Questions? Email [email protected]
VISIT Summit is an event exclusively for customers and partners of VISIT. Registration for 2026 is now closed.
Registered attendees are subject to the Visit Summit Terms & Conditions.
Questions? Email [email protected] Partners & sponsors: [email protected]
Keynote speaker
Andreas Veilstrup Andersen
CEO & President, Liseberg Group
Keynote · 15 September · 10:50
Turning Disruption into Direction
With Liseberg’s 103 year history as a starting point, this keynote explores how leaders can navigate accelerating change and how crisis drives not just reorientation, but positive momentum and lasting progress.
Keynote speaker
Ilenia Vidili
Global Keynote Speaker & Author, Customer-Centric Leadership
Keynote · 15 September · 11:20
The Human Edge in a Machine-Powered World
What it actually takes to turn any guest into a guest for life, and why the answer isn’t just more technology.
Pre-Summit speaker
Rino Wennerholm
Executive Coach & Facilitator
Pre-Summit · 14 September · 17:15
Destined for More – for Me
The conversations that leave a lasting impression rarely happen by chance. Rino guides participants through reflection and dialogue as tools for absorbing new perspectives and building genuine connections with one another.
Programme
Pre-Summit · 14 September
Universeum, Gothenburg
Evening16:30 – 22:00
Arrival & Registration
Destined for More – For Me
Rino Wennerholm · Carl-Johan Holmén opens the session
Rino Wennerholm is a facilitator with a deep passion for conversations that go beyond the surface — real, meaningful exchanges that leave a lasting impression. In his professional life, he works as an executive coach and partners with management teams at organisations such as Volvo Cars/Zenseact and Tennis Båstad Open, with a focus on leadership and team development. Rino is known for his presence — a quality that inspires, challenges, and creates the courage to speak about what truly matters, including the things that often go unsaid. In Destined for More, Rino guides participants through reflection and dialogue as tools for absorbing new perspectives and building genuine connections with one another.
Facilitated SessionPersonal Growth
Wisdome — 3D Film — Destination Mars
Experience the thrill of launch, groundbreaking technology, life in space — and the search for life that could change how we see our place in the universe.
Experiential
First rotation · 18:40 – 19:15
Second rotation · 19:15 – 19:50
Explore Universeum + Drinks
Get ready to see Universeum like never before. Across two rotations, everyone steps inside the Wisdome for a full-dome show, while the rest of the building comes alive around you — guided experience stations, hidden corners, and a few surprises along the way.
ExperientialNetworking
20:00Dinner and Relaxed Music
End of the evening
Day 1 · 15 September
Jacy’z Hotel & Resort
Morning06:30 – 12:00
06:30 — Destined for More — Body & Mind · Morning Swim · Morgonjogg by Sara · Gym by Elina
08:00 — Registration + Morning Coffee
09:00Welcome — “We’re Destined for More, and So Is the Industry”
Carl-Johan Holmén — Host (VP GTM/Partners) · Kajsa Sahlin Süslü (Partner Director) · Erica Broomelius (Head of Marketing & Brands) · Thibault Miclo (Head of AI)
KeynoteOpeningBrand LaunchMacro TrendsAI
09:35The Journey So Far — and Where We’re Heading Next
Richard Wiegmann — CEO, VISIT Group · Magnus Emilson — Chairman of the Board
KeynotePlatform Strategy
09:50Promises Kept — A Platform Built for More
Chris Micklethwaite — CPTO, VISIT · Thibault Miclo — Head of AI, VISIT
KeynoteProduct RoadmapAI
☕ Break — coffee & networking (20 min)
10:45Turning Disruption into Direction
With Liseberg’s 103 year history as a starting point, this keynote explores how leaders can navigate accelerating change and how crisis drives not just reorientation, but positive momentum and lasting progress.
Andreas Veilstrup Andersen — CEO & President, Liseberg Group
KeynoteDestination BuildingExperience Economy
11:15The Human Edge in a Machine-Powered World
What it actually takes to turn any guest into a guest for life, and why the answer isn’t just more technology. AI agents are already booking hotels, planning trips, and negotiating on behalf of your guests while search engines answer travel questions before a human ever lands on your website. But there is one thing that will make your brand stand out in this new landscape: how you make your guests feel and the human connection you build with them across their full journey. This isn’t about choosing AI or human connection. It’s about knowing exactly where each one belongs. And that’s your choice. Having worked with hundreds of companies across the world, customer experience expert and international keynote speaker Ilenia Vidili takes the stage to share her customer centric system. Drawing on real examples from brands across industries that have built lasting loyalty through experience, she shows how to put a genuinely guest-centric mindset into practice. Expect hands-on interaction and a room full of energy as Ilenia helps you build the kind of personal, memorable relationships that no machine can replicate.
Ilenia Vidili — Global Keynote Speaker & Author, Customer-Centric Leadership
KeynoteCustomer Experience
12:00 — 🍽 Seated Lunch (60 min)
Afternoon Sessions13:15 – 16:35
Presentations run in parallel — sessions grouped under the same time happen at once, so pick whichever conversations speak to you most within each block.
Running throughout the afternoon
Meet the Team
Solution experts, commercial leads, product managers and other VISIT colleagues are in the room all afternoon for drop-in conversations. Ask about your product, your roadmap, or just come and say hi.
Parallel Sessions13:15 – 13:45
Agentic Commerce – When AI becomes the Buyer
Carl-Johan Holmén + Thibault Miclo · VISIT
UYOD & the Huge Commercial Opportunities It Brings!
In a Use Your Own Device (UYOD) service environment, guests rely on their personal smartphones, tablets, or laptops to interact with hospitality services — everything from booking to check-in, ordering, and concierge access. This shift significantly reshapes guest expectations and how the hospitality industry operates. What guests now expect: seamless digital access. Guests expect to handle most interactions through their own device — checking in, unlocking rooms, ordering services, or messaging staff — without friction. Apps, QR codes, and mobile web platforms must be fast, intuitive, and reliable.
AeroGuest
Building Global Attraction
How Visit Sweden works to put Sweden on the international visitor map through global campaigns.
Visit Sweden
The Nordics, the brightest futures in global tourism.
The Nordics have what tomorrow’s travelers are searching for: nature, meaning, wellbeing, honesty and human connection. And here’s the opportunity — it’s worth far more than we think.
Stylt Trampoli
Parallel Sessions14:05 – 14:35
Payments Today and Tomorrow
Nets/Nexi · Main Sponsor
Hospitality 2.0 @ Ellery Beach Resort — All the Secrets Revealed
Ellery Beach Resort, a diamond in ESS Group with the highest spend per guest of all destinations. How do they do it? Theo is the Guest Experience Manager who has been with Ellery from the start and seen it grow to a unique experience. He will share how ESS looks at guest experience and hospitality: why they choose to invest more than others, how the work is set up and what tools they use to reach one of the highest NPS scores in Sweden. Sweden’s no 1 VisBook expert Sina Ahadi joins Theo on stage.
Theodor Axelsson Lindgren — Guest Experience Manager, ESS · Sina Ahadi — System Expert, ESS Group
The Hotel Market Right Now: Numbers, Trends and the Outlook
Benchmarking Alliance · Henrik Karlsson
How to Build an Engagement Engine That Converts
Combining community and data to drive engagement, loyalty, and revenue growth.
Inside Labs
Parallel Sessions15:15 – 15:45
Winning the Nordic Guest: Smarter Distribution, Connectivity & AI — Part 1 of 2
The way guests discover, compare and book is changing fast — and AI is accelerating it. In this moderated panel, commercial leaders from Booking.com, Airbnb and Expedia join VISIT for an open, non-competitive conversation about what this means for Nordic travel and hospitality. Part 1 sets the scene: how the Nordic guest is changing and how to build the right distribution mix. Real examples, actionable insight, no product pitches.
Airbnb · Expedia · Booking.com · Host: Carl-Johan Holmén
Checkout is where dreamers turn guests: Powering the next generation of payments
In travel and experience-driven industries, the customer journey often starts digitally, from search to booking. As expectations for these digital interactions continue to rise, the checkout becomes a critical moment: it needs to be fast, seamless and secure. In this keynote, Mastercard explores the evolution of checkout – from traditional transactions to tokenized, streamlined payment experiences. Sharing how innovations such as Click to Pay, tokenization and biometrics are enabling smoother interactions, while laying the groundwork for Agentic commerce. With a specific lens on travel and experience-driven businesses, this session shows how customer expectations are evolving and what it takes to deliver payment experiences that truly convert.
Timothée Badin — Director Product Management Northern Europe, Mastercard
From Friction to Action – The Art of Hotel Jazz
How successful hotels combine people, systems and data to create commercial momentum.
Suusify
Parallel Sessions16:05 – 16:35
Winning the Nordic Guest: Smarter Distribution, Connectivity & AI — Part 2 of 2
Continuing the conversation with Booking.com, Airbnb and Expedia: why connectivity is now a commercial advantage, what AI realistically delivers today, and the practical steps suppliers can take next. Real examples, actionable insight, no product pitches.
Airbnb · Expedia · Booking.com · Host: Carl-Johan Holmén
What’s the NOW of Travel?
Everyone is talking about the future of travel. We believe the more important question is: what does today’s traveler expect? How has traveler behavior changed, why experiences now matter more than bookings, and how the industry can rethink the journey around the traveler — not around its systems.
BYRD · Gisli Saevarsson
Guests – the Digital Transition – The Values & The Myths
A guide to what you should expect as a hotel when making a real digital Guest transition, how to measure your ROI & what steps to take to ensure successful delivery.
Digital Guest
ESS House Tour
A customer-hosted walkthrough showing the VISIT platform in action on-site. Running throughout the afternoon.
ESS
Evening16:40 – 01:00
After-work & VISIT Awards Ceremony — “Let’s sparkle like the star you are” ✨
Recognising the stars of travel and hospitality.
3-Course Dinner
Boris René & LaGaylia Frazier — Live Big Band
DJ – Space Theme
Day 2 · 16 September
Jacy’z Hotel & Resort
Morning06:30 – 12:30
06:30 — Destined for More — Body & Mind · Pam’s Pool Morning Swim
08:30 — Check out
09:15Hospitality Innovation and the Way Forward
Carl-Johan Holmén & Kajsa Sahlin Süslü
Keynote
Breakout Sessions by Functional Area
Presentations run in parallel across every functional area — sessions grouped under the same time happen at once. One session is hands-on: bring your own device and work through your AI visibility together.
Parallel Sessions10:00 – 10:30
VisBook Today and Tomorrow: What’s Live, What’s Next
VisBook · Solution Expert: Kristin Jägberger · Commercial: Nathalie Azulay · PM: Otto Meisingset · Niklas Wideberg
Beyond the Ticket: Powering the Future of Experience Operators
iTicket · Solution Expert: Julia Swahn · Commercial: Fabian Massaro · PM: Angelo Constantini & Alexander Scabuzzo
Build Connected Supply with the VISIT Platform
VISIT Operational System · Commercial: Ludvig Olsson · PM: Stefan Vasic
Protecting Your Organisation in a Changing World
Thibault Miclo — Head of AI, VISIT
Parallel Sessions10:50 – 11:20
The Intelligent Booking Engine: Combining AI with Complex Commerce
BookVisit · Solution Expert: Linda Odinge · Commercial: Fredrik Norbeck, Commercial Director Sweden · PM: Glenn Cederström
Knowing your guests, using what you know, and owning the relationship that follows
Citybreak · Solution Expert: Julia Swahn · Commercial: Adrian Holländer · PM: Myrta Zemp
Worth a Special Journey – Why AI Agents Recommend Some Hotels and Erase the Rest
Olery · Solution Expert: Knut Bergsten · Commercial: Mario Bellinzona · PM: Knut Bergsten
Your Website in the Age of AI — Part 1 of 2
Bring Your Own Device · Hands-on
Workshop
AI is changing how people search and how websites get found. We’ll unpack what’s driving the shift, what current trends signal, and what it all means for your site.
ESS House Tour
A customer-hosted walkthrough showing the VISIT platform in action on-site.
ESS
Parallel Sessions11:50 – 12:20
Packaging the Destination — From Components to a Sellable Product
Citybreak · Commercial: Ludvig Olsson · PM: Myrta Zemp & Stefan Vasic
VISIT Distribution — OTAs, Travia Marketplace, GDS, Google and Beyond
Travia + BookVisit + Citybreak · Commercial: Ludvig Olsson · PM: Haukur Birgisson
From Insights to Action — Part 2 of 2
Bring Your Own Device · Hands-on
Workshop
Continue from Part 1 or start fresh. Theory meets practice — discover the best tools to assess your current AI visibility and how our AI-powered CMS gives you the insights and functions you need to boost it.
The Grand Finale — VISIT Innovation Winners Showcasing the Seamless Guest Journey Live on Stage
No shiny pictures. We will show you the actual seamless guest journey live on stage, with examples from leading hotels like ESS, Ästad Vingård, Lotus Group & Vadstena Klosterhotell.
GuestXP · Carl Bjerkne & Carl-Johan Holmén
12:30🎉 Farewell Lunch — “Destined for More. Now Go and Be It.” Eat in or grab a take-away box for the road.
VISIT on stage
Magnus Emilson
Founder & Chairman
Kajsa Sahlin Süslü
Partner Director
Chris Micklethwaite
Chief Product & Technology Officer
Erica Broomelius
Head of Marketing
Carl-Johan Holmén
VP GTM & Partnerships & Host of VISIT Summit
Richard Wiegmann
Chief Executive Officer
Ludvig Olsson
VP Strategic Accounts
Thibault Miclo
Head of AI
Stay at Jacy'z
Jacy’z Hotel & Resort is both the venue and your home during VISIT Summit 2026. We have reserved the entire resort exclusively for Summit attendees, at a special attendee rate. Book your accommodation on our dedicated booking page.
Main sponsors
Nexi/Nets and Mastercard are Main Sponsors of VISIT Summit 2026, bringing leading payment expertise to the hospitality and experience economy. Together, they help businesses create secure, simple, and seamless payment experiences across the guest journey. Nets, part of Nexi Group, makes it easier and safer for businesses across Europe to accept payments, while Mastercard powers digital payment choices in 200+ countries and territories. At VISIT Summit, they will share insights on the future of payments and how smarter solutions can improve conversion, operations, and guest experiences.
Sponsors & exhibitors
