Dr Steffi Burkhart is a generational researcher and New Work expert. For over ten years, the doctor of health psychology has been investigating how demographic change is affecting society and the world of work. As the ‘voice of Generation Y/Z’, she shows what young people expect from companies, but also from destinations: individuality, meaning, sustainability and digital offerings. Her keynote speech provides inspiration on how tourism regions can position themselves for the future and inspire new groups of visitors.