World Religious and Spiritual Tourism Destinations Network
Pilar Valdés
Pilar Valdés Arroyo
General Management
Pilar Valdés Arroyo has been in love with the tourism sector for more than 25 years; expert in the creation, promotion and marketing of tourism products, in Tourism Quality Systems, as well as in advertising and communication.
She has been Senior Product Manager at the Institute of Tourism of the Region of Murcia, expert in cultural and religious products. Creator and promoter of the Tourism Quality Area (Q and SICTED) and the network of Tourist Offices in the Region of Murcia.
Coordinator of the Jubilee Year 2017 of the Holy City of Caravaca de la Cruz, territorial delegate of the Spanish Association of Tourism Professionals in the Region of Murcia, one of the 150 most influential tourism professionals in 2023 and revalidated in 2024, and currently the new director of the Global Network of Religious Tourism Destinations of the Tourism & Society Think Tank.
Career summary
Managing Director, World Religious and Spiritual Tourism Destinations Network - Society Think Tank: Current leadership in promoting religious tourism globally.
Founder and CEO, Welcomebees, S.L.: Since 2014, she leads this company in Spain, focused on the development of innovative tourism projects.
Senior Product Manager and Coordinator of the Jubilee Year 2017, Instituto de Turismo de la Región de Murcia: Between 2014 and 2023, tourism product management, specializing in religious and cultural tourism.
Director, Castelar Centro de Estudios Internacionales: From 2009 to 2013, led this educational center in Murcia, Spain.
General Manager, Thalasia Hotel & Thalasso Center: From 2007 to 2009, in charge of the general management of this hotel and thalassotherapy center.
Manager of the Tourism Quality Area, Ministry of Tourism, Commerce and Consumer Affairs, Region of Murcia: From 2001 to 2007, development and management of tourism quality in the region.
Academic background
Currently PhD student with thesis on Religious Tourism - University of Alicante (UA).
2015 Degree in Tourism - University of Murcia (UMU)
2013 Master's Degree in Hotel Management - University of Murcia (UMU)
2006 Specialist in Quality Control and Business Excellence Models - Universidad N. de Educación a Distancia (UMU)
2006 Expert in Quality Management and Certification of Companies - Universidad N. de Educación a Distancia (UNED)
2007 Degree in Advertising and Public Relations - University of Murcia (UMU)
1996 Technician in Business and Tourist Activities (English & French) - University of Murcia (UMU).
Professional merits (2002-2020)
2024 Recognition: "The 150 most influential professionals in the tourism sector in Spain" of 2024 (Sergestur).
2023 Honorary Godmother of the XIV Promotion 2019-2023 of the Degree in Tourism of the Faculty of Tourism of Murcia.
Technical Director of the XIX International Congress of Religious and Sustainable Tourism.
Recognition: "The 150 most influential professionals in the tourism sector in Spain" of 2023 (Sergestur).
Since 2021 Territorial Delegate of the Spanish Association of Tourism Professionals in the Region of Murcia-AEPT.
Since 2015 Speaker at congresses, conferences and presentations on Religious Tourism at national and international level.
2012-2014 Member of the Regional and Local Tourism Boards in the Region of Murcia and in San Pedro del Pinatar as President of Turlingua, Language Tourism Association of the Region of Murcia.
2011-2012 Vice President of the Association of Women Entrepreneurs and Managers of the Region of Murcia (0MEP).
2011-2014 President of the Language Tourism Consortium of the Region of Murcia - TURLINGUA.
2010 Mercury Award 2010 of the Chamber of Commerce of the Region of Murcia to Castelar College & C.E.I.
2002-2007 Speaker at national congresses, conferences and seminars of the Spanish Tourism Quality System (Q for Tourism Quality) and the Integral System of Tourism Quality in Destination (SICTED). Permanent and active member of the Tourism Quality Working Group (GT-CT) of the Autonomous Communities and the Secretary of State, as well as of several Sectorial Committees of AENOR.
2001-2003 Creator of the Network of Tourist Offices of the Region of Murcia (RITMO) (16 offices) and certification with ISO 9000:2000. And its Quality Director.
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