Head of Málaga Tourism Board at Málaga City Council, managing the tourism strategy in the most vibrant smart tourism destination.
Jonathan will unveil at DES2022 the ‘last but not least’ tech innovation of Málaga Tourism, to keep it leading and pioneering the next-level of 3.0 tourism strategies for engaging with travelers.
Jonathan is an early adopter of tech strategies applied to the tourism industry, and on the application of digitalization to enhance the traveler experiences, reaching a real and sustainable engagement.

For more than 20 years, he had different leading roles at tourism institutions, hotel chains, destinations, etc.
He is a former UNWTO staff member, taking roles as International Liaison Officer at UNWTO Academy, Global Coordinator of the UNWTO Tourism for SDGs Platform, and also developing different UNWTO public-private tourism networks as the UNWTO City Tourism Network, UNWTO Wine & Gastronomy Tourism Network, UNWTO Shopping Tourism Network or UNWTO Knowledge Network.
In the previous career stages, he was the Director of several tourism boards and convention bureaus in Spain, managing world-known destinations such as Granada, Ibiza, etc
He also acted as an international tourism strategy advisor for the Boston Consulting Group, Oliver Wyman, or Bain, among others, collaborating on building tourism strategy programs for Vietnam, Guatemala, México, Qatar, China, the USA, and many more.

Jonathan holds a Ph.D. in Tourism Management. He is also MA by the London School of Economics in International Relations and holds different MA degrees in Hospitality Management, Tourism Consulting, Meetings Industry Management, and Marketing and Communication.