ENTER25 eTourism conference


17-21 February 2025 – Wrocław, Poland

ENTER25 Speakers

Aurkene Alzua-Sorzabal

Dr. Alzua-Sorzabal received a PhD in International Tourism from Purdue University. Dr Alzua-Sorzabal is a professor at Nebrija University and holds a dual affiliation with Deusto University. She is the director of Telefónica-Nebrija, Chair of Tourism Intelligence, and the principal researcher leading the Research Group on Smart Tourism Research and Innovation. She is also a co-founder of Lurmetrika Labs, a data-driven tourism company, and serves as a board member of the International Federation for Information Technologies and Travel & Tourism (IFITT). Additionally, she has previously served as the Executive Director of the Competence Research Center Research in Tourism, CICtourGUNE. 

Dr Alzua-Sorzabal has coordinated several academic programs, including the Erasmus Mundus Master of Arts in Euroculture. She has lectured in tourism and research methods in the undergraduate, post-graduate and doctorate programs.  

Dr. Alzua-Sorzabal has displayed her research prowess by leading several competitive research projects and collaborating with public administrations in Spain’s Basque Country and other countries worldwide. As a principal investigator in over 21 projects, she has successfully managed significant research budgets.  

Dr Alzua-Sorzabal’s research focuses on digital tourism ecosystems, carbon neutrality in tourism, and smart destinations. She has authored over sixty-five publications on tourism, big data, advanced analytics, information technology, and smart destinations, including books, book chapters, and scientific journals. She currently serves as a member of the Editorial Review Board of the Journal of Information Technology & Tourism and regularly collaborates as a reviewer of scientific journals.