Joining forces with one of your rivals is not normal business behaviour. In her conversation Marta and Inge will explain NH’s and Carlson Redizor´s approach to “Competitive Collaboration” through the activity of the International Tourism Partnership. Marta and Inge will share, since the start of their journey, their experiences and insights of how competitive collaboration is helping them achieve and exceed on both business and sustainability objectives, together with real barriers and how to overcome them along the way.