ICON BEST 2026: INTERNATIONAL CONGRESS FOR BUSINESS, ECONOMY, SPORT AND TOURISM
The 10th International Scientific Congress
Digital Horizons: Smart Economy & Tourism Intelligence
Hybrid event
In-Person at the University of Skopje
"Virtual" on Google Meet Platform
Skopje, (10th October 2026)
10th International Scientific Congress
Dear colleagues,
It is my great honor and pleasure to welcome you to the Ninth International Congress, ICON BEST 2026, on the topic: “Digital Horizons: Smart Economy & Tourism Intelligence”.
The Congress is organized by the University of Skopje which constantly monitors the educational, scientific and economic trends in the developed economies around Europe and all over the world. As we celebrate the 10th anniversary edition of ICONBEST, and 20th anniversary of the University of Skopje, our aim is to attract well-known academics having in mind that ICONBEST conference is amongst the well-known and prestigious conferences in international context. The main idea of Congress is to create and implement scientific innovations that will bring us closer to the standards of the European Union. I am convinced that each of us will give an extremely high contribution to the exchange of information and its current scientific thoughts while sharing ideas about tourism, economy, education, AI in the 21st century, managing intellectual capital as well as creating an entrepreneurial business environment. The best practices for improving the business climate in the region and wider will be presented at the Congress. At the same time, you will have the opportunity to establish business contacts with prominent leaders in the field of tourism and management.
Thank you for participating in the Congress.
Rector
Prof. Dr. Sci. Ace Milenkovski
|
FRIDAY, 9 OCTOBER 2026 |
|
|
Until 19:00 |
Arrival of foreign VIP participants (WAAS, CoR) |
Program – October 10th
|
ICON BEST 2026 International Scientific Congress Program
|
||
|
Time |
Activity |
|
|
09:30-10:00 |
Registration |
|
|
10:00-10:15 |
Opening Ceremony & Welcome Addresses Prof. Ace Milenkovski, PhD, Tenured professor, Rector of the University of Skopje |
|
|
10:15-12:00 |
Keynote Address in Plenary Session |
|
|
12:00-13:00 |
Break |
|
|
13:00-15:00 |
Presentations in Sessions:
|
|
|
15:00-15:30 |
Break |
|
|
15:30-16:00
|
Conclusions and Closing Ceremony of ICON BEST 2026 |
|
|
Keynote Address
|
|||||
|
Plenary Session Link: |
|||||
|
|
|
|
|||
|
Prof. Ivo Josipović, PhD, former President of Croatia, WAAS Fellow “Future of Europe” |
|||||
|
Prof. Aleksander Zidanšek, PhD, Vice-President (Science & Technology) of the World Academy of Art & Science, WAAS Fellow, EASA Fellow, CoR Fellow “AI, Sustainability and Human Security: Science for a Resilient Future” |
|||||
|
Prof. Orhan Hikmet Azizoglu, Founder and President of the International Universities Council, Turkey “The Power Unifying the Human Family: Human-Centered Higher Education and the Culture of Coexistence” |
|||||
|
Prof. Antonio Carles, PhD, External Auditor and TedQual Advisory Board Member from the UN Tourism Academy “TedQual as a Quality impact on Tourism education” |
|||||
|
Prof. Eduardo M. Piccirilli, PhD, Scientific Director of the Naples Higher School of Linguistic Mediators, Italy “Tourism as an Economic Driver, Supported by International Events” |
|||||
|
Ms. Yolanda Perdomo, International tourism expert; former UN Tourism senior official "Artificial Intelligence as a Game Changer for Global Tourism" |
|||||
|
Prof. Jove Kekenovski, PhD, University "St. Kliment Ohridski" – Bitola "Legal and Ethical Challenges in the Use of Artificial Intelligence" |
|||||
|
Signing Ceremony of Institutional Cooperation Agreements Formal signing of Memoranda of Understanding (MoUs) between the University of Skopje and participating universities, represented by their Rectors.
|
|||||
|
Sessions |
|||||
|
Presentations “Artificial Intelligence in an Era of Global Transformation of Marketing & Integrated Marketing Communications” LINK: https://meet.google.com/bmy-msvq-eus?authuser=0
|
|||||
|
Presenter(s) |
School(s) |
Topic |
|||
|
Daliborka Blazheska, Natasha Ristovska |
University of Skopje
|
THE IMPACT OF ARTIFICIAL INTELLIGENCE ON THE EFFECTIVENESS OF MARKETING STRATEGIES |
|||
|
Dragan Petrovski, |
University of Skopje |
DIGITAL MARKETING CAPABILITY AND E-COMMERCE PERFORMANCE IN THE EUROPEAN ECONOMY: SOCIAL MEDIA, ONLINE ADVERTISING AND ENTERPRISE MARKET REACH |
|||
|
Ljupce Milenkovski, |
University of Skopje |
AI-DRIVEN TOURISM MARKETING IN EUROPE: PERSONALIZATION, PLATFORM INTERMEDIATION AND CHANGING MARKET DYNAMICS |
|||
|
Valentina Mucunska Palevska |
University of Skopje |
THE INFLUENCE OF ARTIFICIAL INTELLIGENCE ON INNOVATIVE MARKETING APPROACHES IN BRAND MANAGEMENT, E-COMMERCE AND CONSUMER TRUST IN EUROPEAN COUNTRIES |
|||
|
Sreten Miladinoski, |
University of Skopje |
ARTIFICIAL INTELLIGENCE IN MARKETING: A CROSS-NATIONAL REVIEW – CONSUMER AWARENESS AND ATTITUDES, WITH IMPLICATIONS FOR TOURISM BUSINESSES |
|||
|
Sreten Miladinoski, |
University of Skopje
|
ARTIFICIAL INTELLIGENCE IN POSTAL SERVICES: A MARKETING PERSPECTIVE |
|||
|
|
|
|
|||
|
Presentations “The Role of information technologies in new AI Global transformation” LINK: |
|||||
|
Presenter(s) |
School(s) |
Topic |
|||
|
Ace Milenkovski, |
University of Skopje |
ARTIFICIAL INTELLIGENCE IN THE MANAGEMENT OF GREEN STANDARDS, ENERGY EFFICIENCY, AND SUSTAINABLE SPATIAL DEVELOPMENT |
|||
|
Ana Sekulovska Jovkovska, |
University of Skopje |
E-SERVICES TO DIGITAL PLATFORMS: A COMPARATIVE PERSPECTIVE ON DIGITAL TRANSFORMATION IN MACEDONIA AND SERBIA |
|||
|
Angela Milenkovska Klimovska, |
University of Skopje |
DIGITAL TRANSFORMATION AND OPERATIONAL EFFICIENCY IN TOURISM AGENCIES: THE ROLE OF INFORMATION TECHNOLOGY IN SERVICE COORDINATION AND MARKET PERFORMANCE |
|||
|
Elena Tasevska, |
University of Skopje |
DIGITAL TRANSFORMATION AND ECONOMIC EFFICIENCY: A COMPARATIVE ANALYSIS OF INFORMATION TECHNOLOGY INTEGRATION IN STATISTICAL AND ECONOMIC SYSTEMS WITH REFERENCE TO NORTH MACEDONIA |
|||
|
Flamur Miftari |
University of Skopje |
INFORMATION QUALITY AS A GOVERNANCE CONDITION FOR AI-SUPPORTED ORGANIZATIONAL DECISION-MAKING: A STRUCTURED LITERATURE REVIEW |
|||
|
Gjorgi Nechovski |
University of Skopje |
FOUR-LAYER ANALYTICAL MODELLING OF MICROSERVICE PERFORMANCE AND RELIABILITY WITH AUTOMATED EMPIRICAL VALIDATION |
|||
|
Liljana Vojnevska, |
ARTIFICIAL INTELLIGENCE, ENVIRONMENTAL PERFORMANCE, AND INSTITUTIONAL CAPACITY: EMPIRICAL EVIDENCE FROM NORTH MACEDONIA |
||||
|
Natasha Ristovska, |
University of Skopje |
DIGITAL INFRASTRUCTURE AND AI ADOPTION IN WESTERN BALKAN SMES: A COMPARATIVE ASSESSMENT AGAINST EU BENCHMARKS |
|||
|
Orazaly Sovetkali |
Atlas University Istanbul |
FROM OVERTOURISM TO ALGORITHMIC DISPERSION: CAN GENERATIVE AI REDIRECT TOURIST DEMAND TOWARD EMERGING DESTINATIONS |
|||
|
Sadykova Rysty K |
Astana International University, Kazahstan |
DIGITAL TRANSFORMATION AS A TOOL FOR THE SUSTAINABLE DEVELOPMENT OF DOMESTIC TOURISM IN KAZAKHSTAN |
|||
|
Presentations “Navigating Global Transformation through AI: Innovation, Ethics, Sustainability of HR Management & Leadership Skills and Competences” LINK: |
||
|
Presenter(s) |
School(s) |
Topic |
|
Aleksandra Stoilkovska,
|
University of Skopje
|
IMPACT OF ARTIFICIAL INTELLIGENCE–BASED SYSTEMS ON HUMAN RESOURCE MANAGEMENT EFFICIENCY AND TEMPORAL PRODUCTIVITY: AN EMPIRICAL STUDY |
|
Anes Hrnjić, |
University of Sarajevo, Bosnia and Hercegovina |
ENHANCING ORGANIZATIONAL PERFORMANCE THROUGH STRATEGIC HUMAN RESOURCE DEVELOPMENT: AN EMPIRICAL INVESTIGATION OF TRAINING AND DEVELOPMENT PRACTICES IN TRANSITION ECONOMIES |
|
Gordana Serafimovic, |
University of Skopje
|
CONNECTED BUT NOT ACTIVATED: RURAL NEETS AS UNTAPPED HUMAN CAPITAL FOR SMART COMMUNITY DEVELOPMENT IN NORTH MACEDONIA AND ROMANIA |
|
Julijana Maksimovska, |
University of Skopje
|
ARTIFICIAL INTELLIGENCE, HUMAN RESOURCE DEVELOPMENT AND WORKFORCE EDUCATION: AN EVIDENCE-BASED ASSESSMENT OF SKILL ADAPTATION AND ORGANIZATIONAL LEARNING |
|
Mimoza Serafimova, |
University Goce Delchev, Stip
|
THE RELATIONSHIP BETWEEN HR MANAGEMENT MODELS AND SUPPLY CHAIN RESILIENCE AMIDST GEOPOLITICAL RISKS: AN ANALYSIS OF WESTERN BALKAN COUNTRIES |
|
Ülfet Uzunkoca
|
Atlas University Istanbul, Turkey |
WHERE DOES MEANING MOVE? HUMAN CONTRIBUTION AND MEANINGFUL WORK UNDER TECHNOLOGICAL TRANSFORMATION IN TOURISM AND HOSPITALITY |
|
|
||
|
Presentations “The Challenges for Management & Entrepreneurship in AI and AI, Global Transformation, and the New Digital Economy & Finance” LINK: |
||
|
Presenter(s) |
School(s) |
Topic |
|
Aidyn Ashimkhanov, |
Astana International University, Kazahstan
|
A STRATEGIC MANAGEMENT MODEL FOR PUBLIC HEALTHCARE ORGANIZATIONS IN THE CONTEXT OF DIGITAL TRANSFORMATION: THE CASE OF KAZAKHSTAN
|
|
AAnes Hrnjić, Benjamin Trnka, |
University of Sarajevo, Bosnia and Hercegovina
|
GREEN TRANSITION IN SMALL AND MEDIUM-SIZED ENTERPRISES: CHALLENGES, OPPORTUNITIES, AND IMPLEMENTATION OF SUSTAINABLE BUSINESS SOLUTIONS
|
|
Orazaly Sovetkali |
Astana International University, Kazahstan
|
BEYOND IDEA GENERATION: A SELF-EVOLVING AI DECISION SYSTEM FOR SEASONAL TOURISM SMES — THE CASE OF LAKE BALKHASH, KAZAKHSTAN |
|
Orhan Sezgin, |
Atlas University Istanbul, Turkey
|
THE EFFECTS OF SMART TECHNOLOGIES ON ORGANIZATIONAL STRUCTURE AND CUSTOMER EXPERIENCES IN THE TOURISM SECTOR |
|
Katerina Fotova Čiković, |
University North, Croatia
|
DOES FINTECH IMPROVE FINANCIAL EFFICIENCY IN MENA COUNTRIES? A SYSTEMATIC LITERATURE REVIEW (2015–2025). |
|
Marina Šestović, |
Metropolitan University, Serbia |
ARTIFICIAL INTELLIGENCE ADOPTION AND PRODUCTIVITY GROWTH IN EUROPE
|
|
Yavuz Çağlar Cerşit |
Atlas University Istanbul, Turkey
|
TECHNICAL AND SCALE EFFICIENCY OF TURKISH BANKS IN PANDEMIC AND POST-PANDEMIC PERIODS: A COMPARATIVE DATA ENVELOPMENT ANALYSIS BASED ON OWNERSHIP STRUCTURE
|
|
Presentations “Business education and Quality Assurance with AI and Open Topics Related to AI and Business Education” LINK: |
|||
|
Presenter(s) |
School(s) |
Topic |
|
|
Madina Abdikarimova |
|
TOURISM EDUCATION IN THE AGE OF ARTIFICIAL INTELLIGENCE |
|
|
Anes Hrnjić, |
University of Sarajevo, Bosnia and Hercegovina |
YOUTH FINANCIAL LITERACY AND SUSTAINABLE DEVELOPMENT GOALS: THE ROLE OF FAMILY AND EDUCATION IN BOSNIA AND HERZEGOVINA |
|
|
Igor Stojcevski, |
University of Skopje |
THE PEDAGOGICAL IMPLICATIONS OF GENERATIVE AI (CHATGPT) IN HIGHER EDUCATION: A STRUCTURAL EQUATION MODELING APPROACH |
|
|
Zubirash Smagulova |
Astana International University, Kazahstan |
INTEGRATING ARTIFICIAL INTELLIGENCE AND PRACTICE-ORIENTED LEARNING INTO BUSINESS EDUCATION: BRIDGING THE GAP BETWEEN UNIVERSITIES AND THE LABOUR MARKET IN KAZAKHSTAN |
|
|
Dejan Nakovski, |
University of Skopje |
ARTIFICIAL INTELLIGENCE IN GEOGRAPHY EDUCATION: TEACHER READINESS, SPATIAL LEARNING AND ETHICAL CONCERNS |
|
|
Daniela Ristova, |
University of Skopje |
REVITALIZING CHILDREN’S RESORTS FOR EDUCATIONAL TOURISM IN NORTH MACEDONIA: EMPIRICAL EVIDENCE FROM BITOLA AND PELISTER |
|
|
|
|
|
|
|
Presentations “Politics and Legal aspects of AI Global transformation” LINK: |
|||
|
Presenter(s) |
School(s) |
Topic |
|
|
Magdalena Reksc |
University of Lodz |
ARTIFICIAL INTELLIGENCE IN POLITICAL COMMUNICATION IN NORTH MACEDONIA: EMERGING PATTERNS AND DEMOCRATIC CHALLENGES |
|
|
Emine Çakmak Kılıçaslan |
Atlas University Istanbul, Turkey |
THE TRANSFORMATION OF THE INTERNATIONAL SYSTEM AND THE RECONSTRUCTION OF PUBLIC DIPLOMACY IN THE AGE OF ARTIFICIAL INTELLIGENCE |
|
|
Jana Ilieva,
|
University of Skopje |
CYBERBULLYING, ALGORITHMIC AMPLIFICATION AND YOUTH PROTECTION IN THE DIGITAL ERA: A COMPARATIVE LEGAL AND EDUCATIONAL ANALYSIS
|
|
|
Jove Kekenovski |
University Saint Kliment Ohridski - Bitola |
LEGAL AND ETHICAL CHALLENGES IN THE USE OF ARTIFICIAL INTELLIGENCE |
|
|
Ljupco Nakev, |
University of Skopje |
LEGAL CERTAINTY IN ELECTRONIC CONTRACTS: AN EMPIRICAL ANALYSIS OF TRUST, SECURITY, AND CONTRACTUAL RELIABILITY IN DIGITAL TRANSACTIONS |
|
|
Valentina Angelkoska, |
University „St. Cyril and Methodius“- Skopje |
ANALYSIS OF THE MACEDONIAN LEGAL FRAMEWORK FOR ICT AND CYBERSECURITY IN THE CONTEXT OF DIGITAL TRANSFORMATION AND THE ADOPTION OF EMERGING TECHNOLOGIES |
|
|
Presentations “The Challenges for the Future” LINK: |
|||
|
Presenter(s) |
School(s) |
Topic |
|
|
Dejan Nemcic, |
University of Skopje |
THE ROLE OF SCHOOL AND FAMILY IN RECOGNIZING AND PREVENTING CYBERBULLYING: A COMPARATIVE ANALYSIS OF NORTH MACEDONIA AND CROATIA |
|
|
Dejan Nemčić, |
University of Skopje |
TOURISM RESILIENCE AFTER COVID-19: A COMPARATIVE PANEL ASSESSMENT OF DOMESTIC AND FOREIGN ACCOMMODATION DEMAND IN NORTH MACEDONIA, CROATIA, SLOVENIA AND GREECE |
|
|
Ljupcho Janevski, |
University of Skopje |
THE MULTIPLICATIVE EFFECT OF ECOTOURISM AS A DRIVER OF SUSTAINABLE REGIONAL DEVELOPMENT: A CONCEPTUAL FRAMEWORK |
|
|
Ljupcho Janevski, |
University of Skopje |
INTEGRATED MODEL FOR ECOTOURISM DEVELOPMENT IN NATIONAL PARKS IN THE REPUBLIC OF NORTH MACEDONIA |
|
|
Nina Angelovska Stankov, |
University of Skopje |
DISPARITIES IN PACKAGING WASTE GENERATION AND RECYCLING ACROSS EU MEMBER STATES |
|
|
Vesna Milevska, |
University of Skopje |
COMMUNICATION IN TECH: THE ROLE OF ENGLISH IN GLOBAL SOFTWARE DEVELOPMENT |
|
|
Lidija Gorachinova-Ilieva |
University Goce Delchev Stip |
NUMERICAL IMPLICATIONS OF THE LEGAL REGULATION ON THE PENSIONS IN THE REPUBLIC OF NORTH MACEDONIA |
|
|
13:00–15:00 |
Round Table dedicated to Academician Ivo Šlaus “GLOBAL PEACE OFFENSIVE – Continuing the Vision of Academician Ivo Šlaus” Focus: the role of academia, science, dialogue and human security in advancing a culture of peace Keynote Address – Prof. Donato Kiniger-Passigli, PhD, Vice-President of the World Academy of Art and Science “The Global Peace Offensive: Academia, Dialogue and Human Security in an Age of Global Turbulence” Keynote Address – Prof. Goran Bandov, PhD, President of Croatian Association of the Club of Rome, WAAS Fellow “Planetary Peace” Co-organized by the Macedonian Association of the Club of Rome, Croatian Association of the Club of Rome and Slovenian Association of the Club of Rome. |
|
Final Conclusion and Closing Remarks |
|
Zoran Ivanovski, Ph.D., Tenured professor, Vice-Rector of University of Skopje |
About the University of Skopje (UTMS)
The first private Faculty of Tourism, received the accreditation for work on June 19, 2006. The University of Tourism and Management with the amendments to the law on higher education was created in 2008, which meant filling the decades-old void in the higher education system in the country. The new faculties within the University offer curricula that guarantee full progress, not only in the learning process, but also in the complete success in creating and managing their own professional careers. In addition to undergraduate studies, in the academic year 2009/2010, the University of Tourism and Management started to enroll the first generation of postgraduate students. University of Tourism and Management in Skopje (UTMS) change the name into University of Skopje in 2023. In fact this was rebranding in order to express different educational fields that university covers.
The methodology of work of UTMS is based on the acquisition of knowledge and the creation of high quality professionals in the areas that are the subject of our studies. The University of Tourism and Management in Skopje has implemented an intensive application of the European Credit Transfer System through a precise and carefully designed curriculum, which is a synthesis of theory with practice in order to fully train students with skills and competencies for organization, planning and managing their own knowledge and career in the future.
The functioning of each of the University of Skopje Faculties (Faculty of Tourism, Faculty of Economics (modules: Finance, banking and insurance and International Marketing Management), Faculty of HR management and Faculty of Informatics Technologies, as well as two scientific institutes: Institute for Business Management and Institute for National Geography is supported by specially structured Advisory Boards composed of experienced professionals in the relevant area of the business sector who are engaged and committed to ensuring that teaching and subject programs are relevant to the practice.
UTMS is unique affiliate member of UN Tourism (former UNWTO - World tourism organization) in Republic of Macedonia and also is the first higher education institution in Republic of Macedonia that have TEDQUAL certificate of quality.
Address:
University of Skopje
Blvd "Partizanski odredi" No. 99,
1000 Skopje, Macedonia
Telephone: +389 2 3093 209
Contacts:
Prof. Zoran Ivanovski, Ph.D Associate Prof. Dejan Nakovski, Ph.D
Vice-Rector Vice-Dean
Telephone: +389 72 254 198 Telephone: +389 78 441 959
Email: This email address is being protected from spambots. You need JavaScript enabled to view it. Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
