Careers in Context Series with Natalia Bayona, Executive Director of the World Tourism Organization (UNWTO)

IE School of Humanities welcomed back IE alumna Natalia Bayona for a special talk at the IE University campus in Segovia. Natalia currently serves as Executive Director of the World Tourism Organization (UNWTO), becoming the first woman under 40 to hold this prominent position.

In her talk, Natalia shared insights from her leadership journey and emphasized the power of tourism to foster economic growth, social inclusion, and cultural exchange. She spoke about the deep connection between tourism and the humanities—particularly arts and culture—and highlighted the sector’s potential for sustainable and transformative impact.

Students engaged in thoughtful discussion around global tourism trends, innovation, and the value of interdisciplinary education in shaping future careers. Thank you, Natalia, for inspiring our community and demonstrating how humanistic values can guide professional excellence and global leadership.