"Win with the Lion" (Ukrainian: Перемагай з Левом) is an annual tourism conference held in Lviv, Ukraine, each autumn. The conference is mainly organized by the non-governmental organizations Etnovyr and Dik-Art. 2009 conference The first "Win with the Lion" conference took place on 29 October 2009, in Lviv, Ukraine. The main aim of the program was to present the historical and tourist potential of the city and prepare it for the arrival of the 2012 UEFA European Football Championship. There were presentations by domestic and foreign tourism experts, round table discussions about branding and tourist products, workshops, and discussions about whether Lviv should join the international association European Cities Marketing. The conference was organized by Lviv City Council in association with representatives of the city's tourism industry. Foreign experts that were invited to the 2009 conference include: Dieter Hardt-Stremayr, President of European Cities Marketing; John Heeley, Professor at the University of Nottingham, and founder of Best Destination Marketing; Adam Mikolajczyk, executive director of Brief for Poland; Ossian Stiernstrand, of Göteborg & Co; Wolfgang J.Kraus, Vienna Tourist Board; and Brigitte Weiss, Vienna Tourist Board. 2010 conference The second conference was held on 15–17 November 2010, and its topic was: "Tourism: Cooperation as a key to success and victory". The main emphasis of this conference was placed on marketing and branding - the process of city brand formation. Leading experts presented their vision of tourism development in Lviv, and shared their own experiences of European cities. Another subject discussed was the working out of new ideas for further cooperation between business and government to optimize the development of the tourism sphere in Ukraine. Experts acknowledged that Lviv is heading in the right direction on the issue of branding and has a great tourism potential. This year's conference was marked by the fact that European Cities Marketing presented a certificate of membership to the city of Lviv, making it the only city in Ukraine to join the organization. Overall, the conference was attended by over 200 people from all over Ukraine - Lviv, Kyiv, Uzhhorod, Zhytomyr, Chernihiv, and other cities. 2011 conference The third "Win with the Lion" conference was held on 24–25 November 2011. Its topic was: "The world travel trends: Surf's Up!". This year's speakers included experts from Vienna, Graz, Berlin, London, Kraków, Moscow, and Istanbul. Various presentations during the conference explored how Vienna, Graz, and Berlin managed to become successful