Natalia Bayona

Senior Expert on Innovation and Digital Transformation
World Tourism Organisation (UNWTO)

Natalia Bayona Senior Expert on Innovation and Digital Transformation
Natalia Bayona is the leader of the innovation, digital transformation and investments strategy of the World Tourism Organization (UNWTO), a specialized agency of the United Nations responsible for the promotion of responsible, sustainable and accessible tourism worldwide.

Natalia Bayona graduated from Government and International Relations from Universidad Externado de Colombia and holds an Executive MBA from the IE Business School. Furthermore, she is part of the World Economic Forum network as a European Digital Leader.

In 2017, she served as the Vice President of International Development for the Spain Startup - South Summit. Natalia organized the first South Summit Pacific Alliance, connecting the main stakeholders of the entrepreneurship ecosystem of Colombia, Chile, Mexico and Peru.

Having worked in ProColombia for ten years, she has lived in six countries where she has developed strategies to boost exports, foreign investment and tourism for Colombia. Her career started in 2006 as part of the team that created the first international tourism campaign for Colombia: “Colombia, el riesgo es que te quieras quedar”, which sought to change the image of the country abroad. The successful execution of the campaign in more than 15 countries was made possible thanks to her work.