Exciting conference on immersive technologies in tourism

We are delighted to invite you to the international UPLIFT Final Conference – Unlocking the Future of Immersive Literary and Film Tourism, taking place on 8 September 2026 in Maribor, Slovenia, and online.

The conference takes place from 12pm to 2:30pm Icelandic time.

Participation is free of charge but registration is required HERE.

A special highlight of the conference will be our two keynote speakers:

Dr. Noëlle O’Connor – The Future of Film and Literary Tourism

Dr. Noëlle O’Connor from the Technological University of the Shannon (Ireland) is an internationally recognised tourism researcher with particular expertise in film-induced tourism, destination branding and tourism education. Her keynote will explore current developments and future opportunities at the intersection of film, literature, storytelling and tourism.

Prof. Dr. Jasna Potočnik Topler – Slovene Writers’ Route: Connecting Literature and Tourism

Prof. Dr. Jasna Potočnik Topler from the University of Maribor is a Full Professor of Tourism whose interdisciplinary research connects tourism, literature, cultural heritage, storytelling, communication and sustainable tourism development. Her keynote will demonstrate how literary heritage and stories can be transformed into meaningful tourism experiences.

Alongside the keynote presentations, the conference will showcase inspirational stories from UPLIFT workshops in Iceland, Ireland, Lithuania and Slovenia, followed by an international expert panel on The Future of Immersive Tourism in Europe.

The conference is particularly relevant for tourism professionals and SMEs, destination organisations, tour guides, museums and cultural institutions, educators and trainers, students and researchers interested in the future of tourism and digital innovation.

The conference will be held in English.