Green Factor Challenge

The storytelling that transforms responsible tourism

The Green Factor Challenge is much more than a workshop: it is a challenge that brings together businesses, destinations, and local communities in an experiential, dynamic, and transformative journey.

Organised by IO CI VADO aps with the support of the Friuli Venezia Giulia Region and in collaboration with Concetta D’Emma, creator of the format and founder of Unconventional Hospitality, the event guides participants towards a new way of doing sustainable and inclusive storytelling.

A unique format in its kind

The Green Factor Challenge is designed as a true challenge:

• the participants are divided into heterogeneous teams,
• they work together to tell their reality in an authentic way,
• they engage in team building activities, active training and coaching,
• present their story before a jury of national and international experts.

Not only an opportunity for professional growth, but also a chance to create new relationships, forge alliances, and give life to a network of mutual support.

Objectives of the Challenge

• Authentic communication: helping businesses and regions to convey their environmental, social, and cultural commitment with credibility and emotion.
• International enhancement: transforming local stories into success cases and best practices to bring to Italy and the world.
• Global inspiration: to activate a new culture of tourism, more responsible and inclusive, capable of speaking to people before numbers.

Who it is aimed at

The Challenge involves the entire tourism supply chain:

• accommodation facilities, restaurants, local producers,
• tour operator, tourist and environmental guides,
• public bodies, DMOs, municipalities and associations,
• university students and industry professionals.

It doesn't matter the size of the company or the title, but the willingness to get involved, learn and grow.

Why participate

• To learn to tell one's own reality in an authentic, sustainable, and inclusive way.
• To access new international opportunities, such as the Green Destinations pathways and global competitions (e.g. Good Travel Story Competition and Top 100 Stories Awards – ITB Berlin).
• To receive a personalised action plan with strengths and areas for improvement.
• To experience a transformative journey of personal and professional growth.
• To have fun while learning through a format that combines training, coaching, and entertainment.

The strength of vulnerability

The Green Factor Challenge does not only reward successes: it also values the difficulties, fears, and failures that are part of every journey. Telling one’s story without masks, with authenticity, means creating genuine connections and activating a cultural transformation that lasts over time.

Practical information

• The event will take place within Accessibility for Future 2025
• Participation is free, but registration is mandatory
• Limited seats

Join this challenge and become a protagonist of change: the responsible tourism of the future starts from authentic, inclusive stories that are capable of inspiring.