About Antor

He has previously served as Executive Director at the UNWTO, General Director of Turespaña, Secretary of the Strategy Tourism 2020, President of the European Travel Commission, and General Director of Sales and Marketing for the HUSA hotel chain. His work focuses on strategic marketing and sustainability.

While at the UNWTO, as Executive Director he launched the INSTO Network of Observatories in Spain and helped position Spain as co-leader of the UN’s ONE PLANET initiative. During his time at Turespaña, in 2013 he spearheaded the innovative Turespaña Demographic Clustering project in collaboration with Coca-Cola, using its insights to focus efforts on enhancing quality and sustainability in tourism.

In the UK, in 2023 he founded the annual Spain Sustainability Day Forum and leads the Spain for All campaign, which promotes accessibility. A strong advocate for a new sustainable tourism model, Manuel Butler believes collaboration is essential — a conviction reflected in his role as Chair of ANTOR.

Tracey Poggio

Tracey Poggio

Gibraltar Tourist Board

Tracey has worked in the travel industry for over 25 years, having started her career in tour operation. Moving into PR, she worked for city media and marketing agency, P.G.C. for 8 years, before becoming a founding Director of dotcom PR, a specialist online agency that went on to win the Docklands new business of the Year 1999. Tracey has worked extensively throughout her career with the Gibraltar Tourist Board and heads up its UK marketing team.

After studying Korean at university and previously working for the Korean Cultural Centre UK, Ruby joined the Korea Tourism Organisation in 2020 and now heads up B2B and B2C marketing for the London office.

Katarina is a Professional with over ten years of experience in the travel industry, well versed in all aspects of destination branding and promotion. Highly experienced in implementing destination branding strategy on the UK and Irish markets. She represents the Czech Republic in cooperative local, regional, and statewide promotional efforts; develops and maintains a
positive relationship with the business community and maintains public awareness of tourism to Czech Republic and advertising opportunities.

Tolene van der Merwe is the Director; UK & Ireland for VisitMalta. Having started her travel career over 25 years ago in South Africa for a luxury inbound tour operator, Tolene has looked after marketing for luxury five star hotels and hotel groups before moving to the UK in 2005. Since being in the UK she worked for an African specialist based in London as Product Manager before starting her own representation company, with a portfolio of boutique hotels and experiences all complimenting each other. When the role of Hub Head for South African tourism in the UK became available Tolene saw the chance to represent her country in a significant way and took on the role for five years where along with a fantastic team saw arrivals grow to South Africa year on year. In 2019 Tolene moved over to the Malta Tourism Authority and has been in the Director role leading the UK and Ireland marketing with a fantastic team in support.

Flavio leads the operations for the UK and Ireland at ENIT, the National Tourism Board tasked with promoting Italy as a top travel destination on behalf of the Italian Government. With twenty years of experience in the tourism industry, he has occupied various roles, from ticketing to event management, ultimately managing the London Office of the National Tourist Board. Despite the numerous challenges the travel sector has encountered recently, Italy has solidified its position as a premier destination for tourists from Britain and Ireland. The tourist board has been advocating for diversity and inclusion for several years, alongside promoting sustainable and responsible travel practices. Before his career in travel and tourism, Flavio taught Marketing at a university in Italy. Travel is not just his profession; it is
also his passion, and he eagerly seizes every opportunity to explore new destinations.

Eleni Skarveli is an accomplished tourism and strategic marketing professional with a distinguished career spanning over two decades across European institutions, national tourism organisations, and sustainability initiatives.

Eleni entered the tourism sector just before the 2004 Olympic Games in Athens, following a successful tenure supporting a Member of the European Parliament in 2003. She soon joined the Advertising Directorate of the Greek National Tourism Organisation (GNTO) at its headquarters in Athens, where she leveraged her
multilingual skills and European insight to promote Greece globally.

In 2011, Eleni took on the role of Head of the GNTO’s Brussels Office, which later evolved into the BENELUX Office based in Amsterdam. She led the office with distinction for nine years, delivering high-impact campaigns and forging strategic partnerships to boost inbound tourism from Northern Europe. In 2021, she was appointed Director of the GNTO UK & Ireland Office in London, assuming responsibility for one of Greece’s most important outbound markets.

Committed to innovation and sustainability, Eleni founded the SustainableGreece.co.uk platform to spotlight and connect Greek stakeholderscommitted to sustainable practices. The initiative champions responsible tourism and fosters awareness around environmentally and culturally sensitive travel experiences. In line with this mission, in 2022 she launched Sustainable Travel AGORA, an initiative that brings together thought leaders, businesses, and policymakers to promote sustainable growth within the British tourism ecosystem.

Holding a Master of Science in Strategic Marketing and serving as a former General Secretary of the European NGO Women of Europe Award, Eleni continues to advocate for gender equality, cultural heritage, and environmental responsibility in the travel sector.

In 2024, her contribution to sustainable tourism was recognised when she received the Sustainability Ambassador Award by the ATHENA40 Awards, celebrating her tireless efforts to integrate sustainability into the heart of destination marketing and tourism strategy.

‘’I am currently serving as the Acting Director at the Tunisian National Tourist Office, with more than 17 years of experience in the tourism industry. Since February 2018, I have been based at the London Office, initially appointed as Deputy Director before being promoted to Acting Director in February 2021.

My career began at the Tunisian National Tourist Office (TNTO) Head Office, where I played a key role in leading and executing international promotional campaigns for Tunisia, both domestically and abroad. In this role, I collaborated closely with leading global advertising and media agencies to develop and implement impactful tourism strategies that significantly enhanced Tunisia’s visibility on the international stage.

I am deeply passionate about travel and cultural exchange, and I am also an avid football enthusiast’’

With over 16 years of experience in Marketing and Public Relations, I have led and contributed to a wide range of dynamic and challenging projects across various industries. My expertise spans all key areas of marketing, including digital marketing, event marketing, strategic consulting, and marketing management. I have a proven track record in developing and executing integrated, cross-platform campaigns that drive results.

I’m proud to have been twice nominated for the prestigious Solal Marketing Awards, recognising excellence in marketing campaigns across Europe. Passionate about delivering impactful strategies, I bring both creative insight and strategic rigour to every project I undertake.