Exchange Program: Co-Developing Vocational Training in Hospitality & Tourism
From Training to Transformation towards Success
In collaboration with the Province of Gelderland, Veluws Bureau for Tourism, Tourism Department Karlovac, University of Maribor, and Allianta Sustainable Consultants Slovenia, GreenDreamCompany contributed to an international exchange program where professionals from hospitality and tourism co-developed vocational training. This initiative not only bridged the gap between education and employment but also fostered a global network of tourism professionals. This initiative was funded by the EU.
Location: Ljubljana, Slovenia; Karlovac, Croatia; The Hague, Netherlands
Size: 10 Training Modules
Storytelling & Experiential Learning
Tourism is more than an industry—it is a craft that shapes cultural exchange and visitor experiences. The VOTTS project integrated storytelling and hands-on learning to elevate tourism beyond service work into a respected profession.
GreenDreamCompany played a key role in this by developing Storytelling for Impact, a module that helped entrepreneurs craft meaningful narratives and enhance visitor experiences. Additionally, we facilitated experiential learning opportunities, organizing site visits in the Netherlands where participants observed storytelling in practice at leading tourism businesses. These real-world applications provided participants with insights to implement in their own markets.
Key Focus Areas of the developed program:
- Entrepreneurship & Marketing – Developing sustainable business models and networking strategies.
- Communication & Leadership – Strengthening verbal, non-verbal, and personal branding skills.
- Technology & Innovation – Leveraging IT trends, social media, and event organization.
- Sustainable & Cultural Tourism – Promoting responsible tourism and community-driven initiatives.
Our Biggest Challenge: Elevating Tourism as a Profession
In many emerging markets, including Croatia, tourism was perceived as low-status, unskilled labor. This made it difficult for vocational schools to attract students and for professionals to gain recognition. The challenge was not only to provide training but to reposition tourism as a profession of pride and opportunity.
Through VOTTS, we worked to shift this mindset by integrating storytelling, business development, and leadership, demonstrating tourism’s impact on economic growth, cultural exchange, and meaningful visitor experiences. By elevating the role of tourism professionals, we helped position the industry as a viable and respected career path.
Project Scope
GreenDreamCompany contributed to the project by integrating location based storytelling into vocational training and facilitating hands-on learning experiences. Our involvement ensured that participants not only gained theoretical knowledge but also saw firsthand how storytelling strengthens tourism businesses.
A Lasting Impact
Through this exchange-driven approach, participants co-created training modules that remain openly available for continued use, ensuring a lasting impact beyond the project. GreenDreamCompany’s role reinforced the value of storytelling, sustainability, and community engagement in vocational education, helping young students and entrepreneurs turn their passion for tourism into a thriving career.
