Pilar Guerra - Sun&Blue Congress
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Pilar Guerra

Pilar Guerra

Manager of DestinoVera

Graduated in Tourism and expert in tourism management, promotion and marketing, she has been responsible for Tourism, Quality and Beaches for 16 years. She has been a member of Technical Tourism Commissions of different institutions and federations, highlighting in the blue area the Technical Committee for the creation of the "Q" certification for Beaches of the ICTE.

Her extensive professional career has been developed in the public administration: Spain Pavilion, Expo 92, Ministry of Tourism of the Junta de Extremadura, City Council of Vera (Almeria) and currently director of DestinoVERA, Public Company for the Promotion and Tourism and Economic Development of Vera.

Her management in DestinoVERA is focused on the generation of projects that balance the demand for Vera throughout the year, transforming the model followed until a few years ago of "sun and beach" into a model of "blue tourism" aligned with the SDGs, offering unique experiences in the marine environment, complementing it with projects to enhance both outdoor sports and cultural and gastronomic heritage, in order to expand the value proposition of the destination and market segmentation.

She declares herself convinced of the "infinite possibilities of blue tourism as a source of wealth always supported by sustainability, accessibility and quality, with the opportunities offered by digitization".