Laura Garcia 

I specialise in tourism innovation, sustainability, and digital transformation, with extensive experience in implementing e-Tourism and Big Data strategies to enhance the efficiency and sustainability of established destinations. As Head of Sustainability Promotion at Visit Benidorm, my role focuses on evolving the city into a smart and sustainable destination, driving digitalisation, operational efficiency, and visitor experience enhancement. 

At ENTER 2025, I will present the Benidorm success story, showcasing how an established tourism hub has leveraged innovation, smart tourism, and data analytics to transition towards a more efficient and sustainable model. Key topics include: 

✔ Big Data & Smart Tourism: Leveraging advanced analytics for tourism flow management, resource optimisation, and data-driven decision-making. 

✔ Efficiency & Sustainability: How digitalisation has enhanced environmental and social sustainability. 

✔ Innovation in Visitor Experience: The role of technology in improving visitor satisfaction and destination competitiveness. 

✔ European Recognition: How these strategies led to Benidorm being awarded Green Pioneer of Smart Tourism 2025 by the European Commission. 

Industry Expertise: 

✔ Implementation of e-Tourism and sustainability strategies in mature destinations. 

✔ Development of Smart Tourism, Sports Tourism, and Family Tourism projects. 

✔ International marketing and promotion across Southern European markets (France, Portugal, Italy), with a strong focus on digitalisation and emerging travel trends. 

✔ Over 20 years in tourism consultancy, digital marketing, and destination transformation. 

The future of tourism is digital, intelligent, and sustainable. Let’s connect at ENTER 2025 to explore how technology is reshaping destination management. 

More info here: https://www.linkedin.com/in/lauragarciacastellano/ 

Visit Benidorm Fundation: https://www.visitbenidorm.es/ver/3181/quienes-somos.html