The EMR has a lot to offer in terms of culture, nature, welness, sport, etc. What are the assets of the regions and cities within the EMR? Is it possible to bundle these local strenghts into euregional package deals? What about the accessbility? What kind of instruments? Keynote speech on tourism as driver of economic development, followed by panel debates with tourism organizations about local assets, euregional themes, target groups and communication and marketing tools.