Verónica de Santiago: Innovation and Partnerships to Conquer Global Tourism Markets
The panel "Breaking Borders: Strategies to Conquer Global Tourism Markets," held on December 3 during the Americas Tourism Summit 2024 in Miami, brought together key figures in international tourism to explore the opportunities and challenges of this increasingly competitive global industry.
Among the distinguished panelists was Verónica de Santiago, General Director of Grupo Excelencias in Spain, who shared her insights on how businesses and tourist destinations can excel in an interconnected world.
Moderated by Lucy Valenti, former president of CANATUR Nicaragua, the panel also included Carlos Umaña, President of the Tourism Chamber of El Salvador, and Ana Zambrano, Advisor to Colombia’s Ministry of Commerce, Industry, and Tourism.
During the event, Verónica de Santiago emphasized the importance of innovation, strategic partnerships, and sustainability as fundamental pillars for conquering global tourism markets.
Partnerships and Collaboration: The Essential Driver
De Santiago began her remarks by underscoring that in an interconnected world, no region or company can thrive in isolation. “Tourism, more than an industry, is an ecosystem that thrives on collaboration. Growth is impossible without strategic alliances that create shared value across regions,” she stated.
She highlighted that public-private partnerships and international cooperation are essential to overcome common challenges, such as promoting emerging destinations and post-pandemic recovery. According to De Santiago, these alliances not only allow resource-sharing but also help craft compelling narratives that position destinations as competitive and sustainable options.
Technology and Personalization: Keys to Success
Another central theme of her speech was the transformative impact of technology on tourism. “Today, digital tools not only allow us to personalize experiences but also to better understand travelers’ needs,” she explained.
She highlighted the role of technologies such as data analytics, artificial intelligence, and virtual reality platforms in improving destination planning and marketing.
De Santiago urged industry stakeholders to adopt these technologies as a means to innovate tourism offerings and deliver experiences tailored to the expectations of modern travelers. In her words, “Digitalization is not just a trend; it’s a necessity to compete and stand out in today’s landscape.”
Sustainability and Authenticity as Game Changers
The panel also addressed the growing demand for authentic and sustainable experiences. On this topic, De Santiago emphasized that today’s travelers value not only destinations but also the stories and traditions surrounding them. “Tourists are looking for more than a place to visit; they want to connect emotionally, to feel part of something unique and memorable,” she expressed.
She also noted that sustainability is not a luxury but a responsibility to ensure the future of tourism. She urged industry leaders to commit to responsible practices that respect the environment and local communities. “Sustainability should not just be a slogan but a practice integrated into every stage of the tourism process,” she stated.
In her remarks, De Santiago stressed the need for the tourism industry to reflect global values by promoting inclusion and diversity. According to her, these principles not only enrich tourism experiences but also expand market opportunities. “The industry must ensure equitable access and celebrate the cultural wealth of the communities that are part of tourism,” she concluded.
