Speakers
We look forward to welcoming you to Asturias
Our speakers
A large group of professionals with recognised experience in rural tourism, sustainability, innovation and territorial development will lead the congress sessions.The aim: to reflect, share knowledge and promote projects that reinforce the value of rural tourism as a driver of sustainable transformation.From institutional leaders to local entrepreneurs and international experts, the congress offers a plural and high-level perspective.
Docente e Investigador Co-Director del Observatorio del Turismo Rural CETT - Universidad de Barcelona
Professional in tourism, training and innovation with more than 25 years of experience in the fields of marketing, communication, entrepreneurship, among others. I currently lead the Fundraising, Entrepreneurship, and Awards areas at CETT Fundació, where I mobilise resources, foster partnerships and coordinate programmes with a real impact on students, professionals and organisations.
As a researcher-teacher at CETT-UB, I have supported the careers of more than 2,500 students and professionals. My work includes coordinating more than 100 master's and undergraduate theses, participating as a speaker at more than 50 international conferences, and leading applied research projects with key companies and organisations, such as the Rural Tourism Observatory
Head of Tourism Promotion at EscapadaRural
Tourism specialist with more than 15 years of experience in marketing, sales and strategic management at national and international companies.
Her background includes leading roles at hotel chains and retail companies, with experience in strategic planning, negotiating partnerships and organising key events.
Passionate about rural tourism, her current role is focussed on promoting rural tourism in Spain and encouraging the sustainable development of the sector.
Responsable de marketing en Vamos Rural
My name's Nerea, I’m 28 years old and from Asturias. I am part of the marketing team of Vamos Rural, a platform that promotes rural experiences in Cantabria and Asturias. I focus on digital content creation, social media management, and visual communication, helping projects reach more people in a clear and engaging way. I've worked with different brands and I really enjoy everything related to marketing, creativity, and design. I consider myself a curious, cheerful person who is eager to keep learning and improving day by day.
Journalist
Journalist, lecturer and digital business expert (El Puerto de Santa María. Cádiz). He has worked for national and international media. His work has been seen on TVE, French television channel TV5, Dutch public broadcaster VPRO, Canal Voyage (Travel) and the International Olympic Committee, among others. Following this stage, he began a personal project, www.atomarpormundo.com, which enabled him to retrain and make a complete U-turn to digitise his journalistic career, which he currently pursues professionally. Since then, after travelling around the world with this project and visiting more than 90 countries, he has lived by and for new technologies with his personal blog and social media platforms that have thousands of visits and followers. An expert in digital business and digital transformation, he is a speaker and high-performance trainer. He created the first master's degree in influencer marketing in Spain and the first in Spanish in the world. He currently directs the Technical Master's Degree in Personal Branding and Digital Business at the Business School of the Chamber of Commerce in Seville.
Presidente de la Asociación de Alojamientos Rurales de Asturias (ARCA)
Has a degree in Philosophy and Educational Sciences, with a professional career linked to innovation and environmental education, and a firm belief that innovation and sustainability are the true tools of transformation in both the educational and tourism fields.
ARCA, the Association of Rural Accommodation in Asturias, which also includes professionals from complementary activities, has promoted a vibrant and sustainable network of rural tourism in Asturias.
It is also a founding member of the Spanish Rural Tourism Network, which brings together the main regional associations with the aim of strengthening rural tourism through cooperation and the identity of each territory.
It actively participates in forums, congresses and national and international meetings, promoting a tourism model based on triple sustainability, digitalisation of the sector, differentiated promotion and collaborative marketing, always with an eye on the future and the authenticity of the rural world.
President of the Observatory for Rural and Tourism Policies.
Rural tourism entrepreneur with several accommodations in Cantabria.
Served as President of the Cantabria Rural Tourism Association from 1993 to 2025, leading key initiatives for the sector’s development.
Currently Treasurer of ICTES Spain (Institute for Spanish Tourism Quality and Sustainability), representing the rural tourism sector through ACTR (National Association for Rural Tourism Quality).
President of Asociación de Casas Rurales de La Rioja (ASCARIOJA)
Before dedicating himself to rural tourism, José Joaquín built an extensive career in audiovisual communication, working in both the United States and Spain.
Through his production company, Dos Mundos TV News, he collaborated with major international networks such as Univisión, Telemundo, ESPN, and Discovery Channel. In Spain, he worked closely with journalist Miguel de la Cuadra Salcedo, participating in several editions of the iconic Ruta Quetzal.
After more than thirty years in television, he made a life-changing decision to embrace a rural lifestyle and fully dedicate himself to tourism. He currently manages a tourist complex consisting of two rural houses and three tourist apartments, with over 1,500 m² of facilities.
President of Asociación Regional de Empresarios de turismo rural de Castilla y León (ARARCYL)
Expert in communication, marketing and tourism, with a solid track record in managing tourism projects and university education. With a degree in Information Sciences from the Complutense University of Madrid, he has developed his career in companies in the communications, hospitality, and tourism sectors, most notably as Marketing and Communications Director, Strategic Planning Technician at SOTUR (Siglo Foundation), and Manager of the Campo y Lumbre Rural Hotel in Benafarces.
He combines his business work with extensive teaching experience as a lecturer at universities and training centres (Universidad Europea Miguel de Cervantes, Universidad Complutense, Nebrija, CENP, Escuela Superior de Enoturismo de Castilla y León, among others), where he has taught subjects on tourism, marketing, communication and protocol.
He has also chaired several associations in the tourism sector, has been a speaker at numerous conferences and is an active promoter of rural, sustainable and innovative tourism in Castilla y León.
Head of Tourism at Ideas for Change
Consultant with more than 12 years of experience specialising in the conception, management and execution of projects with a positive impact on tourism.
He is the creator of the CARE destination development methodology and author of the book “Del hospitium al turismo 4.0”.
He has also collaborated in several academic works and is a guest lecturer on different master's degrees in innovation.
He holds a degree in Tourism, a master's degree in Business Management, a master's degree in Tourism Planning and is a PhD student in Tourism.
Responsable de experiencias turísticas en Apadrinaunolivo.org
Graduate in Tourism with a Master's Degree in Innovation in Tourism Management specialising in Gastronomic Heritage from the University of Barcelona. A tour guide licensed by the Government of Aragon and responsible for tourism experiences at Apadrinaunolivo.org, a project recognised as the Best Ecotourism Experience by the Government of Aragon in 2024.
My work focuses on designing proposals that connect food, rural environments, and sustainable tourism development, generating experiences with a positive impact on the region.
I have participated in the creation of ecotourism initiatives in places like Aragon, Asturias, Scotland, and Morocco, exploring new ways to connect travellers with rural areas, their culinary heritage, and their communities.
Doctora en Astrofísica y directora de Allande Stars
PhD in Astrophysics from the Instituto de Astrofísica de Canarias and Starlight Monitor.
In 2020, she created Allande Stars, a travelling science outreach project in rural areas that was consolidated in March 2024 as a science outreach company developing activities and various projects in Asturias and the surrounding area.
She collaborates with the Principality of Asturias, the Caja Rural de Asturias Foundation, and the Oxígeno Foundation, among other organisations, and participates weekly on Radio Nacional de España. She has received the 2024 Rural Woman of Asturias Award from READER and the 2024 Best Startup of Asturias Award from Banco Sabadell. She was recently a member of the Jury for the Princess of Asturias Foundation's Exemplary People of Asturias Award.
Director del Servicio de Desarrollo Territorial Sostenible del Turismo - Gobierno de Navarra
I have spent most of my professional career as an internal organisational consultant for the Navarre Regional Government.
An extensive professional career in which I have worked on areas such as strategic planning, improvement and simplification of administrative processes, customer service,
implementation of e-administration, etc., advising and providing support to the
different departments and areas of the Government of Navarre.
After a very enriching experience as head of the Navarre's Environmental and Nature Protection Service, I joined the General Directorate of Tourism in 2019.
In these 6 years of my career, I have worked mainly on Territorial Development, implementing a new Governance Model, promoting, coordinating and supporting
all public and private agents in the sector, for the development of Sustainable and Regenerative Tourism in Navarre.
The development of the Navarre Tourism Observatory, the setting up of the Tourism Innovation Laboratory, Training and the Management of the Tourist Offices are some of the other areas in which we have been working.
In recent years, managing the Sustainability Plans financed by the NEXT GENERATIONS Funds and their deployment throughout all the areas and towns of the Autonomous Community of Navarre has been the focusof most of my time.
Manager at Lindores
Third generation working farm has diversified into an award winning Scottish Agritourism business.
Through collaboration and continual investment, the family have a team of ‘local heroes’ to help deliver unique experiences.
The business offers food and drink experiences, 4x4 Land Rover Farm Tours, bonded warehouses, Lindores Equestrian training centre on their 550acre farm. They have Highland Cows, Aberdeen Angus beef, sheep and they produce barley for the neighbouringLindores Abbey Distillery in Fife.
Anna Black is Destination Leader for Scottish Agritourism and has a background in banking. Sheloves welcoming guests from all over the world.
Co-owner, Cartographer & Mountain Bike Guide at Visit GoodPlace
Slovenia Green Gourmet Route
Being a geodesist by profession, Matic gained professional experience through years of project and research work at the Geodetic Institute of Slovenia, mainly in global navigation systems, remote sensing, cartography, and marine hydrography. Later, he pursued an independent entrepreneurial path and soon joined the GoodPlace team, where his expertise supports spatial informatics, cycling guiding, and the development of cycling tourism products under the GoodTrail brand.
In his youth, Matic was very active in sports, especially athletics and later mountaineering. Since climbing and expeditions required a great deal of time, his passion for mountaineering gradually shifted to cycling, which now intertwines with both his professional and personal life.
President of the Spanish Association of Rural Tourism (ASETUR)
Historian. He has served as the director at the La Oliva Museum of Traditions since 2000. He worked for the local authorities in Fuerteventura for forty-five years, in the department of Cultural Heritage and was a member of its Historical Heritage Commission.
Researcher and promoter of Majorero cultural heritage, he is known for the discovery and study of the podomorphs at Montaña Sagrada de Tindaya. He has participated in conferences and seminars on ethnography, rural development and cultural heritage, both in Spain and abroad.
Author of the book on Christmas in La Oliva, and co-author of several works on the history of the Canary Islands.
Currently serving as president of the Spanish Association of Rural Tourism (ASETUR).
CEO de Rusticae
Sara Sánchez Remacha, a graduate in Law from the Universidad Autónoma de Madrid, has a background in financial affairs, is an expert in non-violent communication and holds a Master's degree in Philosophy for Contemporary Challenges from the Universitat Oberta de Catalunya. With more than 25 years of experience in tourism, she has held key roles in administration, finance and management, both in multinationals and digital startups. CEO of Rusticae for the last 6 years, she leads its transformation into a leading brand and platform for selecting independent, unique, and high-quality accommodation for discerning travellers who seek excellence, enjoy authentic experiences, and value a commitment to the local environment. A member of Mujeres Hospitality, the EOI's Tourism and Executive Board, she stands out for her passion, optimism and human leadership.
Luz Verde
Richina is the founder of Luz Verde Wandelreizen, a travel agency specializing in self-guided hiking trips across Spain and Portugal.
With a degree in Spanish Philology from Amsterdam, she transformed her passion for Spain, walking, and nature into a profession in 2018.
Richina sees Northern Spain as one of the country’s best-kept secrets for rural tourism and hiking, believing that walking is one of the most authentic ways to discover a country, its people, and its traditions.
Carlo Cuñado is one of the most influential rural and travel content creators in Spain, with more than 730,000 followers. His work combines art, communication, and territory, showcasing the essence of the rural world through an aesthetic, emotional, and human perspective. He promotes authentic destinations, living traditions and sustainable experiences. Recognised at FITUR for his contribution to responsible tourism, he collaborates with institutions and brands that value the landscape and local culture. He is TVE's latest star, with a travel programme taking him to 12 countries and he represents SIVOLA, one of Europe's most powerful travel agencies, in Spain. His message inspires us to travel more slowly, consciously, and in a way that connects us to the earth.
CEO Brain & Code
CEO of Brain & Code (brainandcode.tech). With a PhD in Computer Science and Telecommunications, he has been a professor, consultant, and developer in the field of programming and artificial intelligence for the past fifteen years.
He has led projects implementing digital transformation solutions in SMEs and large companies.
He is also editor of the newsletter digitaldata.substack.com.
Propietario y Director Glamping El Regajo Valle del Jerte
Entrepreneur from Extremadura with extensive experience in the field of rural tourism, innovation and digitalisation. After a career linked to technological development applied to tourism, he returned to his homeland, the Jerte Valley, where he promoted leading projects such as Glamping El Regajo, a sustainable and differentiating accommodation model.
He is currently CEO of Hospedatur, a company specialising in the comprehensive management of rural accommodation, which helps owners and companies to professionalise their management, optimise results and improve customer experience.
A vision that combines technology, sustainability and authenticity, promoting tourism that is more humane, competitive and connected to the local environment.
CEO of SEGITTUR.
Holds a degree in Political Science and Sociology from the Complutense University of Madrid, a Master's in Public Management, and a University Master's in Leadership and Public Administration. He has extensive experience in smart territories, having served as an advisory board member in the Cabinet of the Secretary of State for the Information Society and Digital Agenda, coordinator of the National Smart Territories Plan, and is the president of the UNE Standardization Committee for Smart Cities.
Manager of the Rueda Wine Route
A journalist by training, she began her career in Madrid working for both national and international media outlets. In 2009, she brought together her three passions—communication, travel, and wine—by specializing in wine tourism. She first worked with wineries such as PradoRey and later with Campo Eliseo, led by renowned winemaker François Lurton. Her experience enabled her to develop projects that connect the world of wine with visitors from around the globe.
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He is a specialist in creating unconventional travel experiences and designing itineraries focused on nature, sustainability, and ethnography. Since 1996, he has been developing ecotourism and responsible tourism projects, combining his work as a guide, consultant, and communicator.
He is the co-founder of Rumbo Natura, an agency dedicated to bespoke travel, and has coordinated initiatives in sustainable tourism, resource enhancement, and territorial development.
With a strong background in tourism communication, he is the director and host of the program “Territorio Viajero” on Radio Intercontinental and Libertad Digital TV, platforms dedicated to new tourism formats and the promotion of a sustainable model. He collaborates with RNE and other radio stations, and is also a member of the organizing committee of Expotural (IFEMA).
Awarded at FITUR for his work in recovering cultural and natural heritage, Huertas has served as a consultant for mining tourism projects and as a trainer in tourism management. His experience spans web programming and digital marketing to coordinating tourism products for large groups. His work is distinguished by its integration of territory, culture, and sustainability into authentic and transformative proposals.
Gustavo Nash is Managing Partner of El Bulín Casas Rurales, one of the most established rural accommodation projects in the Sierra Norte of Madrid, and President of ATUSIMA, the local business association. With a previous background in IT and technology, he applies digital solutions, automation, and innovative processes to tourism management, positioning himself as a benchmark in the professionalization of the sector. At El Bulín, he leads the strategy, expansion, and optimization of a model that integrates more than forty accommodations, as well as a hotel, restaurant, and industrial laundry. From ATUSIMA, he promotes cooperation, modernization, and public-private collaboration to strengthen and position rural tourism in the Sierra de Madrid as a sustainable and competitive destination.