UNWTO Academy Masterclass in Portugal on Digital Transformation in Tourism – Trends and Challenges


4 July 2019



UNWTO Academy Masterclass in Portugal on

Digital Transformation in Tourism – Trends and Challenges

The World Tourism Organization Academy offers a masterclass on Digital Transformation in Tourism in the International Centre associated to UNWTO Academy in Portugal . 

UNWTO Academy Masterclass in Portugal 

Quick Facts


Digital Transformation in Tourism – Trends and Challenges


4th July from 10:00 to 13:00




Lux Park Hotel in Lisbon

Target Audience

Trainers in the hospitality sector



This masterclass wishes to provide its participants with current trends and challenges in Digital Transformation in an ever-changing Tourism sector.


  • The evolution of internet - From web 1.0 (the online catalogues) to web 4.0 (the internet with artificial intelligences that understand humans)
  • Changes on the tourism demand – The transformation of tourists in experience collectors.
  • Product innovation – How can we create experiences really engaging?
  • Process innovation – How can we create more efficient organizations?
  • Business Model Innovation – How can we adapt our business model to the new market trends?
  • Action plan for 2020


This masterclass is to use a collaborative learning experience, where participants will be required to use a new tool, Mentimeter, to answer the speaker’s questions, decide the impact the strategies have on the organisation and the difficulty to implement them, and to participate in the design of an action plan for 2020.





Please contact formacao@turismodeportugal.pt for further information




Montserrat Peñarroya


Director of the research institute 3iSIC (Instituto Internacional para la Investigación de la Sociedad de la Información y el Conocimiento), Montserrat Peñarroya is also Director of the Bachelor degree in Digital Business at La Salle – Universitat Ramon Llull in Barcelona.


Since 2014, she is collaborating with the United Nations World Tourism Organization (UNWTO) as “course facilitator” helping regions and countries to achieve their digital transformation.

Moreover, she has been founder and General Manager of GEA Internet Project Consulting (a digital marketing firm for the tourism industry), founder and Manager of the Consulting Area of Alt64, a business firm on digital marketing software and hardware (Tobby eye trackers among other tools). 


She has also been General Manager of the electronic publishing house of the Intercom Group Noticias Online, responsible, among others, for the following publications: Noticias.com, LaEmpresa.net and SoloJuegos.com. Within Intercom, she was the creator and foundational shareholder of Comercio Digital S.A., which she has also managed for 4 years. This firm specializes in the set-up and implementation of portals of classified advertisements and online marketing. Currently, Solostocks.com, Comercio Digital main portal, is the biggest B2B marketplace in Spain, according to OJD and Alexa.