Pilar Valdés Arroyo

Pilar Valdés is a professional with a career spanning more than 35 years, specialising in the creation, promotion and marketing of tourism products, tourism quality and sector communication.

She holds a degree in Tourism, a degree in Advertising and Public Relations and a Master’s in Hotel Management; she is a UNWTO expert in Tourism and International Cooperation and a PhD candidate in Religious Tourism. She worked at the Regional Tourism Institute, where she promoted the Tourism Quality Area and led strategic projects such as the 2017 Holy Year of Caravaca de la Cruz.

An international speaker, she sits on technical bodies and committees linked to the excellence and competitiveness of the sector.

She was Director General of the World Religious Tourism Network from its beginnings until 2026, leading its expansion, positioning and strategic alliances. She has also coordinated international campaigns, training programmes and innovation strategies for tourism destinations, institutions and companies.