Jessica Ureña, expert in tourism animation and former CETT student: "Animation is not just entertainment, but a very powerful tool to create memories and emotions"

1. We'd like you to introduce yourself (your name, where you're from, what you studied, etc.).
My name is Jessica Ureña, I'm from Barcelona, ​​and I've been working in the tourism sector for over 20 years, especially in the field of tourist entertainment. I started in this profession very young, and over time, I've grown not only professionally but also personally. Entertainment has been my way of expressing myself and being myself; you could say it's changed my life. Thanks to it, I've discovered facets of myself I was completely unaware of, and I've been lucky enough to surround myself with wonderful people who, to this day, I consider my family.

I'm currently pursuing a Master's degree in Hotel Management at CETT-UB, with the goal of redirecting my future towards Guest Experience and Events. Entertainment has allowed me to discover other closely related fields, such as experience design, customer loyalty, and creating memorable moments—areas that I find deeply appealing and in which I'd like to continue developing professionally.

2. What motivated you to choose CETT for your training?
It was my high school tutor who recommended I do the Higher Level Vocational Training Cycle in Tourist Animation. I knew for sure that I was passionate about dancing, languages, traveling, and shows, and animation combined all those interests into a single profession. After a fantastic orientation session at CETT, I decided to take the plunge without hesitation.
CETT offered me specialized and practical training, closely connected to the realities of the tourism sector, and, above all, the opportunity to learn from top professionals and work with the best practices in the industry, which was key to my decision.

3. What was your CETT experience like?
Very positive. Studying animation at CETT was, without a doubt, one of the best investments I've ever made. It provided me with the knowledge and tools necessary to fully immerse myself in the world of tourism entertainment, but above all, it helped me believe in myself, trust in my abilities, and understand tourism from both a professional and emotional perspective.

At CETT, I not only acquired technical skills, but I also internalized fundamental values ​​such as commitment, responsibility, and the importance of teamwork—aspects that have been key to my professional development and have accompanied me throughout my career.

4. Could you tell us about your career path since graduating from CETT, including your internships, up to the present day?

I started in tourism entertainment at 19, doing my first internship at Camping Sangulí, where I had the opportunity to work in practically every area: sports activities, children's entertainment, evening shows, and, above all, direct contact with guests. This initial experience was key to understanding the overall functioning of entertainment and its value in the guest experience. Over time, I expanded my experience working with chains such as Princess, Best Hotels, and Golden Hotels, where I specialized in the creation and production of shows, eventually developing three of my own shows within the hotel entertainment programs.

Since 2019, I have worked as Head of Entertainment, leading teams and managing complete programs. In parallel, I have worked for several seasons in the events sector and also as a facilitator for group activities in various sports chains, which has allowed me to broaden my understanding of the industry and enrich my professional profile.
 

5. How did you discover your interest in tourism entertainment? And what motivated you to continue growing in the entertainment sector?
Entertainment came to me very naturally and without any prior expectations; in fact, my friends and family would never have imagined that I would end up making a career in this field. However, from the very first moment, I felt it was a perfect fit for me.
Entertainment allowed me to combine my passions—dance, languages, travel, and shows—with something that is essential to me: making people feel good and being part of their happiness during their holidays. Over time, I realized that entertainment is not just about fun, but a very powerful tool for creating memories and emotions, and that we can even become role models or mentors, especially for the youngest members of the family.

Seeing the children's happiness and how, for a short time, they can be themselves, free and happy, away from their usual routine, is something that has deeply touched my heart. It is very rewarding to receive feedback from families and realize the extent to which you have contributed positively to their holidays. Seeing them return year after year and remember you is something unique and very special; you know that, in some way, you've been a part of their happiness.

6. How has tourist entertainment changed since you started?
Tourist entertainment has evolved tremendously. Before, it was more focused on the activity itself; nowadays, the aim is for much more experiential, personalized, and emotional entertainment, where the client feels part of what's happening and not just a passive spectator.

Digitalization has played a key role in this evolution. Clients are increasingly involved in the generational and adaptive changes in entertainment; their opinions are highly valued, and thanks to new platforms, we can better understand what they want, what they expect, and how to improve their experience. In terms of activities and visual presentations, there has also been a significant change. More traditional activities, like drawing and carving, are a thing of the past, and there's an increasing focus on experiential activities for both children and adults. As for the shows themselves, the evolution has been remarkable. Classic formats have become outdated, and audiences are increasingly demanding. Programs like Got Talent and The Voice have significantly raised expectations, making it harder to surprise viewers, but also pushing networks to innovate, invest in new ideas, and create shows that not only surprise but also allow the audience to actively participate in the experience.

7. What has been the biggest challenge you've faced in your career, and how did you overcome it?

I would say that the biggest challenge of my professional career has undoubtedly been the pandemic. We weren't prepared for what was coming, and the impact on the tourism sector was particularly severe. I remember that just the year before, I had started working at a new company with very promising future prospects, and with the arrival of COVID, everything came to a complete standstill. That season, I was only able to work for one month, and the rest of the time, I was fortunate enough to be on furlough. I say lucky because many colleagues weren't so fortunate, since conditions varied greatly depending on the hotel and department.

2020 brought the post-pandemic season, marked by significant restrictions. We had to work wearing masks, constantly disinfecting, and adapting to a very demanding situation. It was a particularly tough summer; it was my first year as a team leader at this company, and I only had two people on my team. Even so, that complex situation brought us closer than ever, and by working together, we managed to pull through with incredible results, considering the global chaos at the time.
I overcame this period by firmly prioritizing communication, motivation, respect, and above all, teamwork. I deeply believe that a good leader is one who trusts their team and invests in their growth. This commitment cannot be overlooked if we want to build loyal, motivated teams capable of overcoming any challenge.

8. What skills do you consider essential to excel in tourism entertainment?
Creativity, empathy, adaptability, teamwork, and communication are, from my point of view, the main and essential skills for being a good entertainer. Added to these are energy, a positive attitude, and a constant desire to learn, which are fundamental in such a dynamic sector.
In entertainment, we must be prepared for anything, since we work with clients of multiple nationalities and cultures. Adapting to their needs and their different ways of being is a key part of our job, as is knowing how to empathize and communicate respectfully and approachably. In this context, it is important to be aware that cultural barriers can arise, so maintaining an open, professional, and neutral attitude toward certain issues is essential to offering a positive experience to all clients.

9. How do you handle pressure and responsibility when leading your team?
I always try to maintain an approachable and organized attitude. Planning is fundamental for managing pressure, but I consider it even more important to create an environment where the team feels heard, valued, and supported. Surrounding yourself with people you trust is key, since a good team also builds a good leader.

It's not always easy, because not all team members have the same level of commitment, but precisely for that reason, I consider it essential to know how to delegate to those who demonstrate commitment, a desire to learn, grow, and become good professionals.
Entertainment is, above all, a people job. We spend many hours together and, on occasion, we also share time together and leisure activities. Therefore, it's essential to connect with the team, create a positive work environment, and bring out the best in each person so that the result is positive both professionally and personally.

10. How important are languages, creativity, and empathy in this work?
They are fundamental. Languages ​​facilitate communication, not only with clients but also with colleagues. In animation and in the other departments, we work with people of different nationalities, so language proficiency becomes one of the most important requirements for performing our jobs well.
Creativity provides a key differentiating value. Having creative people on the team is essential to avoid falling into a routine, since animation must be constantly evolving. It is precisely these creative profiles that allow us to innovate and adapt more effectively to new client demands.

And last but not least, I would highlight empathy, the ability to put yourself in someone else's shoes. It is essential not only for connecting with clients but also with the team itself. There are good days and not-so-good days, and in those moments, empathy helps us understand, support each other, and ensure that the work is done in the best possible way.

11. How do you see the future of tourism animation in the coming years?
The future of tourism animation presents significant challenges but also opportunities. In recent years, there has been a certain decline in the number of qualified and dedicated professionals, and in many cases, entertainment is perceived as temporary or seasonal work, rather than a career with long-term potential. This makes it difficult to find responsible, committed individuals with a genuine passion for entertainment.

However, there are also very positive examples of companies and destinations that are firmly committed to quality, training, and the professionalization of entertainment, such as establishments that understand its strategic value within the customer experience. These models demonstrate that when investment is made in trained and motivated teams, entertainment becomes a key element of differentiation and customer loyalty.

I believe that the future of the sector lies in revaluing the role of the entertainer, investing in specialized training, and raising awareness that not just anyone can perform this role. Entertainment requires dedication, interpersonal skills, and a great deal of responsibility, and when approached from this perspective, its impact on the customer experience is enormous.

12. What new opportunities do you think will arise in this sector?

I believe that in the coming years, new hybrid profiles will emerge, integrating animation with areas such as Guest Experience, events, and experience design. Animation can no longer be understood solely as entertainment, but rather as a strategic tool within the overall customer experience.

These new profiles will combine the creativity and emotional connection inherent in animation with a more cross-functional vision of hotel management. These professionals will be capable of designing personalized experiences and collaborating closely with other departments such as reception, events, and marketing.

Furthermore, I believe that opportunities will open up for animation professionals with training and a passion for the field who want to evolve into roles with greater responsibility, contributing value to customer loyalty, product differentiation, and the creation of memorable experiences. In this sense, animation can become a natural bridge to areas such as Guest Experience and events, provided there is a commitment to professionalization and continuous training, very important points that must continue to be emphasized.

13. What continues to motivate you after so many years in this profession?
Feeling that what I do matters, that I can make a difference and generate a positive impact on people, is what continues to motivate me every day. Both animation and customer experience have the power to evoke emotion, create connections, and transform moments into memorable experiences, and that's what drives me to keep growing professionally.

Also, the feeling of being part of something bigger, of a project and other people's experiences, is deeply rewarding and remains one of my greatest sources of motivation.

14. What has been the most important lesson you've learned in your professional career so far?

I've learned that motivation, patience, and the desire to keep growing professionally are fundamental throughout any career path. I've also found that having leaders who believe in you and encourage you to evolve makes a huge difference. Behind every good professional, there's usually a good leader: someone who believes in your potential, guides you, teaches you, and at the same time, gives you the freedom you need to fly on your own and show what you're capable of.

15. What would you recommend to current CETT students who are starting out, who like animation, but aren't sure if they should commit?

Give it a try. Animation is a great school of life and opens many doors within the tourism sector. It allows you to discover skills and abilities that, over time, can be applied in many other professional fields. When you connect with that feeling, animation becomes a true turning point in people's lives.

It can be one of the best decisions you make because it teaches you things that staying in your comfort zone will never teach you: it makes you grow, adapt, trust yourself, and discover how far you're capable of going.

If you have any advice or want to add a question that you think would be interesting for future tourism students or recent graduates, please feel free to share it. 

It's essential to work on something that makes you feel alive and that you're passionate about. When you feel that what you do has meaning and leaves a mark, you naturally give your best and become the best professional you can be. So I can only advise you to go for it…
Go for Animation!!!