Solutions to return the health to tourism from entrepreneurial efforts


Natalia Bayona (Director of Innovation, Digital Transformation and Investments, UNWTO) Formerly Senior Expert in Innovation and Digital Transformation of the World Tourism Organization and Vice President of International Business Development at Spain Startup - South Summit and Tourism Manager at ProColombia, Bogotá.


Sr. Hugo Palomar (Founder&CEO de

More than 20 years of professional experience in the travel industry.Expert in all branches of Tourism, Travel E-Commerce, Hotels, Restaurants and Tours/Activities. Experienced founding travel and leisure Start-ups, more than 10 years, management of hotels and restaurant chains. Experienced growing companies with venture capital. Team leader, excellent interpersonal communication and negotiation skills and the ability to develop and innovate ideas focusing on sales and fast-growing companies.


Female leadership and entrepreneurship. Project creation, development and management considerations

Luz Alvarado

** Luz Alvarado -(Co-Founder at ChartOK / BCN Chapter Leader at Women in Hospitality and Travel-TechT)** Specialized in electronic marketing, online communication and business intelligence, she is Co-founder of ChartOk, a platform that learns from the hotels' daily activities to accelerate the hospitality staff potential and provide relevant information in order to execute the right task or duty, at the right time to the right staff with a digital assistant.

Meritxell Bautista

Meritxell Bautista (CMO and Cofounder of Fibracat) ICT businesswoman. Graduated in Law and graduated in Tourism and Hotel Management, Meritxell Bautista is Co-founder of Fibracat, the global telecommunications operator in Catalonia that offers Internet, fiber optics, online television and fixed and mobile telephony services. She has become a clear example of a woman who leads ICTs, stands out for her commitment to making ICT Women visible in the telecommunications sector as well as for the empowerment of women in positions of responsibility.


Cristina Caparrós (CEO de La Platjeta i Cap A Mar)

Specialist in the creation and management of sustainable tourism experiences, she leads the Cap a Mar organization, which proposes activities that promote the dissemination of centuries-old values and knowledge of fishermen and their experiences. Cristina Caparrós, ensures that the activities are sustainable and 100% respectful, in addition to informing visitors of the good practices that they can carry out in their day-to-day life.

Miriam Cordero

Miriam Cordero (Head of / Senior Director Sales Strategy & Operations Southern Europe, Salesforce) Previously, she was Director of Business Development for where she helped ecommerce and online travel companies to optimize their digital strategies. Miriam has 18 years of international experience in big tech like Google, BT, Texas Instruments and Criteo. Miriam is a Telecommunications Engineer from UPC and has an MBA from Columbia Business School.

Sara Pastor

Sara Pastor (Managing Director EMEA - ADARA) She has over 15 years of experience in technology, e-commerce and digital advertising with a special focus in the travel industry. She is leading the Destinations business in Europe at ADARA, after having managed the Commercial Director in Europe. In her role, her mission is to help destinations become smarter and more sustainable. Before joining ADARA, Sara worked at LivingSocial, Travelzoo and Cisco Systems. She also serves as a member of the board of the Digital Club of ESADE University, is co-founder of the "Women in e-travel association, and has recently been recognised with the 2019 Executive Leader award given by the EveryWoman Foundation".

RoundTable Moderator


Anna Jimenez (Director of Strategic Partnerships- KAYAK) She is leading the Strategic Partnerships-Account Management team at Kayak. She is an expert in marketing & online travel and supportive of increasing women’s visibility in the industry, she Co-Founded Women in e-Travel - an association of professional women from the digital travel industry aiming to increase women's visibility and promote 50/50 leadership. She is also leading the Travel Massive Chapter in Barcelona, a global movement to connect people in the travel industry locally, bringing together leading travel brands, bloggers, startups and travel insiders.

Organized by: UB Chair of Tourism, Hotel and Gastronomy CETT
Photography from: MAIN SPEAKERS | Smart Tourism Congress Barcelona
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Photography from: MAIN SPEAKERS | Smart Tourism Congress Barcelona