Global Investment Trends and Opportunities - Natalia Bayona, Executive Director, UNWTO

Global Investment Trends and Opportunities - Natalia Bayona, Executive Director, UNWTO

Natalia Bayona is a pioneer in public administration who began her career working with the government of her native Colombia.

During her tenure at ProColombia, the national government tourism agency, she spearheaded the promotion of Colombian tourism in the MERCOSUR trade block (Argentina, Brazil, Paraguay, Uruguay) and served as the inaugural director of Colombia's commercial office for Argentina, Paraguay and Uruguay. In 2013, at the age of just 27, Ms. Bayona became the youngest manager responsible for promoting her country's tourism worldwide.

Since 2016, Natalia has resided in Spain, working first as Vice President of Spain Startup-South Summit, before joining UNWTO to lead its newly created Innovation, Education, and Investment Department. Under her guidance, the Organization has undertaken ground-breaking initiatives, which to date include more than 10 global entrepreneurship competitions, numerous national challenges, and over 20 innovation and technology forums. These efforts have fostered an extensive Innovation Network comprising over 10,000 entrepreneurs, 1,200 companies, 400 public institutions, 500 educational institutions, 40 accelerators, and 250 investors. This dynamic ecosystem has facilitated the acquisition of over US$214 million in financing for disruptive companies. Furthermore, Natalia has been instrumental in establishing the first UNWTO Tourism Online Academy, boasting over 20,000 students and offering 24 courses with scholarships available to students worldwide.

The UNWTO General Assembly is a significant global event that brings together representatives from various countries, organizations, and key players in tourism. The General Assembly serves as a platform for discussing critical issues, sharing best practices, and formulating policies to promote sustainable and responsible tourism worldwide. Here is an outline of what typically takes place during the UNWTO General Assembly:

Attendance and Participation: The General Assembly usually sees participation from UNWTO member states, associate members, and affiliate members, as well as representatives from the private sector, educational institutions, and international organizations related to the tourism industry.

Agenda Setting: The assembly typically addresses a wide range of topics crucial to the sustainable development of the global tourism sector. These may include issues such as tourism's role in the United Nations Sustainable Development Goals, climate change and its impact on tourism, the promotion of cultural heritage, tourism's contribution to job creation and economic growth, as well as the challenges and opportunities brought about by technological advancements.

Keynote Speeches and Presentations: Distinguished speakers, including heads of state, government officials, and industry leaders, often deliver keynote speeches, sharing their insights and perspectives on the current state and future of global tourism.

Panel Discussions and Workshops: The General Assembly typically includes various panel discussions, workshops, and roundtable sessions, focusing on specific themes or challenges faced by the global tourism industry. These sessions facilitate the exchange of ideas, experiences, and best practices among participants.

Networking and Collaboration: The assembly provides ample opportunities for networking and collaboration among participants, fostering partnerships between governments, private sector stakeholders, and international organizations, with the aim of promoting sustainable tourism practices and fostering economic growth.

Policy Formulation and Adoption: Through various discussions and deliberations, the General Assembly aims to formulate policies and strategies that promote responsible tourism, foster inclusive growth, and mitigate the negative impacts of tourism on the environment and local communities. These policies are often adopted and serve as guidelines for member states and stakeholders.

Recognition and Awards: The General Assembly often includes ceremonies that recognize and celebrate outstanding contributions and achievements in the tourism sector. Awards may be given to individuals, organizations, or destinations that have made significant contributions to the promotion and development of sustainable tourism.

Publication of Reports and Declarations: Following the General Assembly, reports, declarations, and resolutions are published, summarizing the key discussions and outcomes of the event. These documents often serve as a reference for policymakers, researchers, and stakeholders in the tourism industry.

The UNWTO General Assembly serves as a crucial platform for fostering international cooperation and coordination in the pursuit of sustainable and responsible tourism practices, ensuring that the global tourism sector contributes to the well-being of both communities and the environment.