Teodora Marinska graduated in 2017 as Master in Management at the Solvay Brussels School and is now Chief Operating Officer and head of Public Affairs at the European Travel Commission (ETC). ‘Today, more than 80 percent of Europeans indicate that climate change partly determines their choice of travel destination.’
What exactly does your job at the ETC involve?
Teodora Marinska: "Our most important task is to strengthen the sustainable development of Europe as a tourist destination. In our campaigns, we promote, among other things, why a certain destination is worth your visit, but also how to treat the environment and local communities with respect. This can be done, for example, by using public transport, travelling outside the peak tourist season, or visiting destinations that are less popular. For example: if tourists plan to spend two days visiting Brussels, we try to convince them to stay an extra day and also visit the lesser-known spots or suburbs of the capital. In addition, we also support destinations that, due to external circumstances – I’m thinking for example of extreme weather conditions – are challenged to remain relevant as tourist attractions. The fact is: my job is very varied, and I get a lot of satisfaction from it. That said, I secretly dream of one day retreating to a small mountain village and putting into practice there all the knowledge I’ve gained on a European scale. In the long run, things could be a bit more small-scale, but that’s not something for tomorrow."
"More than 80 percent of Europeans indicate that climate change partly determines their choice of travel destination"
What memories do you have of your student days at the VUB?
"I remember that we mainly had a lot of projects, which we had to work on in groups. We were challenged to think about different topics and also to put our vision into practice. An absolute added value was that in our programme, there were very diverse profiles – from a doctor to an engineer – who approached a certain topic from their specific expertise. I found that very inspiring."
Do you think times are different now for students?
"Definitely. The world is changing at lightning speed. We've had a pandemic that served as a wake-up call. ‘World peace’ is increasingly under pressure. I really think we need young people who have the courage to take matters into their own hands and try to turn the ship around, even if only slightly."
Did the VUB strongly influence your way of thinking?
"What I learned during my master’s was that it was okay to have a different opinion. Even more than that: we were constantly challenged to do so. At the VUB I experienced how important it is to think critically, and to keep doing it."
How do you try to make a difference in society today?
"Climate is a crucial theme in our work. In 2023, we launched our own climate action plan, with the goal of reducing ETC’s emissions by half by 2030 and becoming climate neutral by 2050. Today, more than 80 percent of Europeans indicate that climate change partly determines their choice of travel destination. They avoid overly hot destinations, choose to travel in the cooler spring or autumn seasons... Destinations need to respond to that by, for example, making travel outside the peak season more attractive, or by showing that they’re making environmental efforts. If, for example, you share a video showing how a city like Barcelona is planting trees to combat heat, people better understand how sustainability works in practice and they feel more connected at the same time."
“Don’t be afraid to fail. It'll teach you more than instant success will"
Do you have one golden piece of advice for today’s graduates?
"At my own graduation ceremony, I received an award for my thesis and was called up to the stage. I still remember very clearly how surprised I was – and how convinced I was that it had to be a mistake, and that I didn’t deserve that award. It was only in the years that followed that I learned fear is not a good advisor, and underestimating yourself isn't either. Making mistakes can actually help you to improve. Maybe that’s what I’d like to pass on to the new generation of graduates: don’t be afraid to fail. It'll teach you more than instant success will. Besides: you are a generation that helped put climate marches on the map. A generation that has learned, more than ever, how to share stories and build connections. So everything is in place for you to share your story and your conviction with the rest of the world. Go for it!"