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The webinar will delve into various approaches to integrating AI within the tourism industry. These perspectives will offer valuable and practical insights to facilitate the industry’s familiarisation with innovative digital solutions. We aim for this to encourage the adoption of similar technologies among European NTOs.

Representatives from Microsoft, the Digital Tourism Think Tank and Destination Madrid will present an introduction to AI and insights into the innovative approaches they have employed in this regard.

Kindly note that participation in this webinar is reserved to ETC and UN Tourism members only.

Event Details

July 4 at 2:30 pm
Event Category:


Nick Hall

Founder & CEO of the Digital Tourism Think Tank – Visionary Leader in Destination Transformation
Nick Hall is a globally recognised authority on digital transformation in the tourism industry. With over two decades of experience in destination marketing, digital trends and innovation, he is the founder of the Digital Tourism Think Tank (DTTT), a leading platform fostering collaboration and innovation among tourism professionals worldwide. As a sought-after keynote speaker, Nick has inspired audiences from all over the world. He’s consulted with hundreds of destinations, helping them navigate the evolving digital landscape, adapt to changing consumer trends, and embrace a culture of continuous innovation. Nick’s expertise extends beyond the stage. He heads up a one of a kind consultancy, developing innovation processes, visionary strategies and transformation projects. He also developed a globally leading platform and membership programme transcending Destinations, Industry and Academia. Nick has also developed numerous groundbreaking events, such as X. Festival, Future. Destination. Brand. And X. Design Week, as well as speaking at hundreds of leading industry events across North America, Europe, the Middle East, Asia and Africa. Nick’s passion for the industry is evident in his commitment to empowering destinations to remain competitive and relevant. His insights have been instrumental in shaping the future of tourism, earning him recognition as a thought leader and a catalyst for change and one of the leading experts on Digital Transformation in tourism.

Alejandro Mullor Sarsa

Alejandro Mullor joined Microsoft 17 years ago and currently leads the global tourism strategy as the Worldwide Tourism Lead. He complements this specialization with areas in Critical Infrastructures and Smart Cities.

In previous years, he has also been developing the role of Industry Advisor within Microsoft’s Worldwide Public Sector group, helping selected governments internationally to define their comprehensive digitalization vision. He has worked with the cities of Amsterdam, Rotterdam, Utrecht, Helsinki, the Madrid City Council and Community, the central government of Spain, and the central governments of Estonia, Canada, and Italy.

Abigail Sigüenza

Abigail Sigüenza is a renowned professional in the field of marketing and communication, with a career spanning over 19 years in tourism promotion. She currently serves as the Director of Strategic Marketing at Madrid Destino, a public tourism company of the Madrid City Council, where she leads the city’s brand and marketing strategy.

With a solid academic background that includes a Bachelor’s degree in Linguistics from the Autónoma University of Madrid (UAM), postgraduate studies in Communication and Chinese at Tufts University (Boston, USA), and a specialization in Digital Marketing and Social Media from the IE Business School, Abigail has continuously sought to advance her education, also striving to satisfy her interest in technology and its application to marketing and tourism.

Currently, Abigail Sigüenza also coordinates the digital transformation of the organization through the European Union’s NextGen Funds, leading pioneering projects that incorporate the latest trends in technology, including generative artificial intelligence and other cutting-edge innovations aimed at enhancing the visitor experience throughout the entire customer journey.

Previously, she was the Director of Marketing and Communication at AVIAREPS Spain, where she managed the strategy and action plans for various high-profile tourist destinations and airlines, including: the New York City Tourism Office, Mauritius, Las Vegas, among others.

Her passion for language and languages helps her better understand generative AI and know how to integrate it into marketing and communication strategies to make them more effective and relevant for different audiences and contexts.