ETC-UN TOURISM DATALAB WEBINAR: DATA-DRIVEN STRATEGIES TO TACKLE SEASONALITY

Head of Market Intelligence & Consulting at ForwardKeys.

With over eight years of experience in travel intelligence, Luis Millan is a strong advocate for the adoption of travel data as a key tool for decision-making in the industry. He has advised a wide range of companies—including destinations, travel retailers, financial institutions, hospitality groups, and attractions—helping them integrate data-driven strategies into their operations. His expertise spans consulting, project management, and product development, driving innovative intelligence solutions that support business growth and strategic planning.

Head of Research at the Malta Tourism Authority.

Tania Sultana has worked in tourism for 27 years and her main area of expertise is tourism market research and strategic planning. She received her Bachelor of Commerce (Hons) degree in 1998 and completed a Master of Science in Strategic Management and Marketing in 2018 at the University of Malta. She has participated and presented research work in several international tourism conferences and seminars, namely organised by Eurostat, OECD and UN Tourism. She is a member of the Management Board of the Malta Tourism Observatory and represents the Malta Tourism Authority at the European Travel Commission where she also serves as  Chair of the Market Intelligence Group (MIG & MIC).

Deputy Global CDO at Turespaña.

Jorge Rafael Rubio Navarro has over 27 years of experience in the Spanish Tourism Administration. He has served as Tourism Counsellor and Director of the Spanish Tourism Offices in Rome, Chicago, and Toronto. He played an active role in the creation of SEGITTUR, where he served as Vice President and Director of Technology Strategy. He has led strategic projects for Turespaña, such as the Spain.info tourism promotion portal and the DATATUR Tourism Data Intelligence System, while also leading the application of AI in tourism promotion and data analysis. He holds a Bachelor’s Degree in Chemical Sciences from the Autonomous University of Madrid and has completed an Advanced Management Programme at the National Institute of Public Administration (INAP).

Director of Tourism Promotion at the Greek National Tourism Organisation.

Eleni Mitraki is a trained and experienced public sector executive with 16 years at the Greek National Tourism Organisation, currently Director for Tourism Promotion, responsible for promoting brand Greece as a tourism destination through effective communication strategies, advertising campaigns, joint marketing agreements with international tourism stakeholders and VisitGreece digital assets. Eleni and her team were in charge of the first tactical advertising campaign to promote Greece as a winter tourism destination, also for positioning Athens and Thessaloniki as top city break choices. This initiative highlighted Greece’s unique winter offerings but also involved designing and navigating a coherent, strategic year-round joint marketing plan in collaboration with top EMEA leading airlines, ensuring connectivity to Greek destinations, in par with raising awareness for Greece’s excellent tourism offering throughout the year.

Research Project Manager at the European Travel Commission.

Menno van IJssel is currently Project Manager in the research department of the European Travel Commission (ETC), a non-profit organisation responsible for the promotion of Europe as a tourist destination in third markets. In that capacity, Menno works on various research projects identifying key trends and opportunities for European tourism. Projects range from the monitoring of the short-term rental market across Europe, to sustainable tourism indicators, to assisting in the development of ETC’s Quarterly Reports. His passion lies in understanding how people travel, where they go, and for what reasons.

Senior Programme Officer at the Tourism Market Intelligence and Competitiveness Department, UN Tourism.

Michel Julian’s work covers the analysis of current and future tourism trends, reflected in the preparation of the World Tourism Barometer and other key UN Tourism intelligence reports. His field of work also includes the study of tourism products and segments, outbound markets, marketing techniques and competitiveness factors of destinations. He coordinates research projects with national tourism organisations, UN agencies, international bodies and the private sector. He has led initiatives promoting knowledge exchange on data and market intelligence such as the DataLab initiative with the European Travel Commission. Mr Julian (Dominican Republic) studied economics and holds Masters degrees in International and Tourism Economics from Toulouse School of Economics – Sciences Po (Toulouse, France), as well as an Advanced Studies Diploma in International Economics, Universidad Complutense de Madrid.