World Religious Tourism Network drives strategic expansion worldwide

01-04-2026

The World Religious Tourism Network has taken a decisive step in its international consolidation process with the appointment of new strategic profiles that strengthen its operational structure and global coordination capacity. These designations reflect a growth vision based on territorial integration, sector professionalization and the creation of synergies between public and private stakeholders, at a time when faith-based tourism is gaining increasing relevance within the global travel industry.

Within this framework, the network promotes a development model that connects commercialization, heritage and spiritual experience, adapting to evolving traveller expectations and the dynamics of contemporary tourism. The integration of new leadership allows the organization to move toward a more robust structure focused on creating value for destinations, operators and local communities.

One of the most significant appointments is that of Estela Rosales, who assumes a strategic role focused on strengthening the coordination of travel agencies and tour operators across the Americas. Her work will be aimed at fostering active participation from these stakeholders within the network, encouraging their integration into a global platform and facilitating the development of structured, sustainable tourism products with a strong spiritual identity.

Her role is key to improving the connection between commercial supply and faith-based destinations, supporting the design of circuits, pilgrimage routes and experiences aligned with the expectations of today’s traveller, who increasingly seeks authentic and transformative journeys. This approach will also contribute to the professionalization of religious tourism, reinforcing quality standards and enhancing destination competitiveness.

Rosales brings extensive experience in the tourism sector. Initially trained as a graphic design technician, she later specialized in the senior travel segment through collaboration with international organizations. She subsequently qualified as a General Tourism Guide in Guatemala and earned a diploma in total quality management in tourism companies, strengthening her technical and operational foundation.

In 1993, she founded TESSA as a tour operator, which evolved into a wholesale company in 1995, establishing a solid business trajectory. Since 2001, she has specialized in religious tourism, organizing international pilgrimages and developing the “Caminos de Fe” initiative, through which she designed routes such as Divine Mercy, Marian Shrines, the Promised Land and In the Footsteps of Saint Paul. Her profile combines market expertise, operational experience and spiritual sensitivity.

In Guatemala, the network has appointed Mario Roberto Maldonado Samayoa as national coordinator, a cultural heritage expert with a distinguished international career linked to UNESCO. His strong academic background as a PhD in History, a Master’s in Cultural Management and an Architect supports a professional trajectory focused on heritage management, conservation and enhancement, particularly in relation to religious expressions.

Maldonado has led high-impact initiatives such as the inscription of Holy Week in Guatemala on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, and is actively involved in projects such as the Pilgrimage of the Black Christs of Esquipulas. His experience includes the restoration of historic monuments and the preparation of heritage dossiers that integrate culture, spirituality and sustainable tourism.

From roles such as Vice Minister of Cultural Heritage and representative to UNESCO, he has promoted public policies that link religious heritage with tourism development. Recognized as a Tourism Ambassador of Guatemala and awarded the National Order of Cultural Heritage, he brings a strategic vision focused on heritage as a driver of identity and development.

In Spain, the network has appointed José Ramón Arroyo Catalina as national coordinator, a tourism professional with more than 25 years of experience in tour operation, marketing and destination development. His career combines business experience with collaboration in institutional projects related to innovation and territorial positioning.

Holding an MBA and executive training, Arroyo contributes a strategic, results-oriented perspective. His background in travel agencies and ongoing involvement in tour operations have provided him with in-depth expertise in tourism product commercialization, including religious tourism programs and pilgrimages.

Throughout his career, he has developed initiatives in cultural, wine and experiential tourism, offering a broad and cross-sector perspective. His appointment strengthens the network’s ability to connect source markets with faith-based destinations, fostering the development of innovative and competitive tourism products.

With these appointments, the Red Mundial de Turismo Religioso reinforces its global positioning and advances toward consolidating a model based on cooperation, specialization and shared value creation. The integration of profiles with expertise in commercialization, heritage and strategic development will support initiatives that effectively connect pilgrims, operators and destinations, contributing to the sustainable growth of religious tourism worldwide.