Speakers
Sofía Basterra
Director of Communications at MSC Cruises Spain
Sofía Basterra is the Head of Communications for MSC Cruises Spain. With over 15 years of experience in the tourism industry —with a clear specialization in the cruise sector— she has held this position since November 2018. Previously, and for two years, she led the company’s communications efforts from its PR agency.
Sofía oversees the development, implementation, and growth of MSC Cruises’ communication strategy in Spain, with a strong focus on ship inaugurations, sustainability, B2C initiatives, and media experience. Among her priorities are raising awareness of cruises as a vacation alternative, fostering partnerships with new players in the lifestyle and tourism ecosystem, and implementing innovative communication approaches that make cruising a complete and safe experience.
Throughout her career, Sofía has specialized in corporate and advertising communications, holding various senior positions as a consultant in agencies for clients such as Costa Cruises, LEGO, Nike, and Mahou.
She holds a degree in Advertising and Public Relations from Universidad Abat Oliba CEU, a Master’s in Marketing Management from EAE Business School, and a postgraduate degree in Digital Marketing from the Online Business School. Sofía has always been connected to the maritime world: a three-time European champion in the 420 class, she was part of the Spanish Pre-Olympic Team during the London 2012 Olympic campaign.
Session:
- E04 · Major Ports: Blue Energy and Territorial Connection
E04 - Major Ports: Blue Energy and Connection with the Territory
Governance, sustainability, and infrastructure serving the coastline and its communities
Large ports of general interest are set to play a key role in the sustainable transformation of Europe's coastline. This round table will bring together port authorities, major shipping companies, and municipal representatives to discuss how to move toward a port model that is fully integrated into its environment, aligned with climate objectives, improving coastal livability, and meeting the new demands of international tourism.
From the electrification of docks (OPS) to the integration of renewable energies and smart grids, the role of cruise terminals as energy hubs and their direct impact on the quality of life in port cities will be analyzed. The challenges and opportunities of collaborative port-city governance, where economic, urban, and environmental interests converge in a single strategy, will also be addressed.
In addition, there will be a discussion on how these ports can become strategic allies in promoting cleaner, more connected blue tourism that is compatible with municipal objectives in terms of sustainability, urban planning, and social cohesion.