Pilar Valdés Arroyo

Pilar Valdés is a tourism professional with over 35 years of experience, specializing in the creation, promotion, and marketing of tourism products, tourism quality systems, and sector-specific advertising and communications. She holds a degree in Tourism, a bachelor’s degree in Advertising and Public Relations, and a master’s degree in Hotel Management. She is also a university-certified expert in Tourism and International Development Cooperation (UNWTO) and is currently pursuing a PhD in Religious Tourism.

She worked at the Regional Tourism Institute, where she established and drove the Tourism Quality Area and led strategic initiatives such as the 2017 Holy Year of Caravaca de la Cruz. A frequent international speaker, she is involved in technical bodies and committees focused on excellence and competitiveness in the tourism sector.

She served as Director General of the World Religious Tourism Network from its inception through 2026, overseeing its growth, positioning, and strategic partnerships. She has also coordinated international campaigns, training programs, and innovation strategies for destinations, institutions, and tourism businesses.