FITUR Woman will focus on the investment and economic impact of female leadership in tourism
The event, organized by FITUR in conjunction with Women Leading Tourism (WLT) and with the support of the Puerto Rico Tourism Company, will bring together industry leaders to reflect on leadership, decision-making, and its impact on the evolution of the tourism industry
FITUR Woman will once again bring together institutional, business, and international representatives for a day dedicated to analyzing the role of tourism as an engine for economic empowerment, opportunity creation, and female leadership. Organized by FITUR in collaboration with Women Leading Tourism (WLT), with the support of the Puerto Rico Tourism Company and its country brand 'Discover Puerto Rico', the section will hold its next edition on Wednesday, January 21, in Hall 10 of IFEMA MADRID, as part of the International Tourism Fair.
In this regard, the program will address economic empowerment from a global perspective, exploring key aspects such as the role of investment, sustainability, innovation, and public-private partnerships, which are seen as drivers for moving towards a more equitable and inclusive tourism model. The event will feature institutional presentations, international conferences, and panel discussions that will allow for reflection on the challenges and opportunities facing the sector in terms of equality and leadership.
With this professional agenda, FITUR Woman will create a practical and valuable space designed to share experiences, public policies and success models that demonstrate how female empowerment contributes to the competitiveness and sustainability of tourism.
A day structured around investment, challenges and solutions
The event will begin on Wednesday, January 21st at 3:30 pm with the opening of the section by the president of Women Leading Tourism, Maribel Rodríguez, accompanied by the WLT ambassadors, Malula Prieto, Amora Carvajal and Isabel Oliver, who will start this space for reflection and visibility of female leadership in the tourism sector.
Next, Gloria Guevara, President and Interim CEO of the WTTC, will deliver the international keynote address, "A New Era of Tourism." The day will also feature a special address by Jennifer González, Governor of Puerto Rico, who will highlight the institutional commitment to a tourism model that creates real opportunities for women. Elena Kontoura, Member of the European Parliament for Transport and Tourism, will provide the European perspective on gender equality.
The section “Tourism as an Engine of Empowerment: The Role of Investment” will address how access to financing, training, and resources promotes female leadership and creates opportunities in the tourism sector. Along these lines, “Challenges and Barriers: How the Sector Can Accelerate the Agenda” will analyze the main remaining challenges in terms of equality, such as the gender pay gap, job insecurity, and the underrepresentation of women in decision-making positions.
The event will incorporate a global vision for the future, with a reflection on the current context and the challenges that will shape the horizon of tourism in 2026. The presentations will conclude with "How to optimize the impact: solutions and benefits of economic empowerment at the regional level," focusing on the role of public policies and local initiatives to generate lasting economic empowerment.
The event will feature the participation of prominent figures from the institutional, business, and tourism sectors, including Almudena Maíllo, Councilor for Tourism of the Madrid City Council; Verónica Pardo, Undersecretary of Tourism of Chile; Keren Lalkin, of Lalkin Investments; Pilar Crespo Pastor, Regional Director of Booking; Ana Doval de las Heras, Senior Vice President of Amadeus; Jimena Faena, VP of Marketing at Wyndham; and Guadalupe Robles León, Secretary of Tourism of Guanajuato, among other representatives of the sector.
Source: FITUR.