There were several interesting lectures held which encouraged the discussion on the role of travel in the transformation of society. Renata Tomljenović, Ph.D. in her introductory lecture pointed out the key goal of the project - exploring the transformative power of tourism in today’s world faced with numerous economic, social and environmental crises, recalling that “travel is the only thing we can buy that make us richer”. Irena Ateljević, Ph.D. spoke about the global challenges of the food industry, the pollution of the planet and the merger of large companies with the sole objective of making a profit. She pointed out the problem of environmental disasters and the consequences of the rapid economic growth. Professor Larry Dwayer from the University of Sydney, whose primary interest is in the area of tourism economics, spoke about the issue of sustainability in all its aspects. He pointed out the difference between the necessary dynamics of economic development that would lead to sustainability and the real situation that indicates a common side behavior of people and businesses. Finally, M.Sc. Zrinka Marušić presented the results of quantitative research whose primary goal was to identify the characteristics of traveling patterns of cultural creatives and transformative power of travel. The survey was conducted on 2,000 respondents in Germany, the UK, Hungary and Croatia. The results showed specific motivation of “cultural creatives” - trips are often motivated by completing special interests, education, and work on their own development during the trip.