Innovation With Impact: How Brigitte Hidalgo Is Guiding Tourism Toward A Sustainable Digital Future

As tourism faces unprecedented transformation driven by technology and sustainability, Brigitte Hidalgo stands at the forefront of this evolution. Through her leadership at the Tourism Innovation Global Summit [TIS], she is creating space for collaboration between innovators, destinations, and thought leaders to reimagine how travel can grow responsibly and intelligently.

In this interview, Hidalgo shares her insights on the power of innovation, inclusion, and global partnerships in shaping the next decade of travel with African Travel Times. Excerpts:

Can you share with us your professional journey and what led you to your current role as Director of the Tourism Innovation Global Summit?

I have dedicated over 20 years to tourism and digital marketplace industries. My career began in hotel management, where I worked with both independent hotels and chains like Sercotel and Husa Hotels. Later, I transitioned into leading digital platforms, notably as CEO and COO at Weekendesk, where I expanded the company internationally. My experience in digital transformation and innovation naturally led me to the role of Director of the Tourism Innovation Global Summit, where I now have the privilege of designing the content agenda to help travel and tourism professionals shape the future of tourism through technology and sustainability.

What inspired you to work in tourism innovation and events, and what continues to motivate you today?

What inspired me was my passion for connecting technology with travel experiences. In today’s digital world, tourism is evolving rapidly, and I believe innovation is crucial to stay competitive and create more sustainable, personalized travel experiences. Today, I am motivated by the opportunity to drive real change in the tourism sector, bringing together diverse voices and ideas to create a future-proof industry.

Looking back, what key experiences or challenges shaped your leadership style?

My leadership style has been shaped by a combination of operational and strategic roles across different sectors within the tourism industry. Managing large, multicultural teams has taught me the importance of collaboration, transparency, and active listening. Overcoming challenges in expanding digital platforms internationally has also deepened my ability to lead with resilience, empathy, and a focus on growth.

As a woman in a leadership position within the tourism sector, what unique challenges and opportunities have you encountered?

Being in a leadership position in the tourism industry has allowed me to embrace both challenges and opportunities. It has given me the opportunity to bring a fresh perspective, especially in terms of fostering inclusion and driving the integration of new technologies. I believe that diverse leadership contributes to a more dynamic and innovative environment.

For those who may not know, how would you describe the vision and mission of the Tourism Innovation Global Summit?

The Tourism Innovation Global Summit aims to be a catalyst for transformation in the tourism sector. We bring together global leaders, innovators, and experts to share solutions and strategies for building a smarter, more sustainable, and digitally empowered tourism industry. Our mission is to facilitate collaboration, spark new ideas, and drive the future of travel forward.

What makes TIS different from other global tourism events?

Nowadays, there are many tourism events worldwide, but few are focused on bringing innovation and ‘travel tech’ solutions closer to the tourism sector, as we do at TIS. Our value proposition lies in the fact that the event combines an exhibition area with more than 200 companies showcasing their technological solutions to digitalize tourism, an international congress with over 400 experts and leaders sharing their vision and success stories, and various networking activities to foster synergies and collaboration among all industry stakeholders. All of this makes TIS a unique event for tourism professionals seeking the latest tools and technological solutions to help them digitalize their businesses or tourist destinations.

How has the Summit evolved since its inception, and what milestones are you most proud of?

Since its inception, TIS has been able to adapt each year to the context in which the tourism sector found itself providing ideas and knowledge focused on the current needs of tourism professionals. The ability to anticipate trends and to offer tools and strategies that help businesses and destinations face the uncertain times that tourism is experiencing is what makes the Tourism Innovation Global Summit a high-level congress. I’m most proud of how TIS has become a global meeting point for innovation, where both established companies and emerging startups find a platform to collaborate and innovate.

Can you share some of the most groundbreaking innovations or projects that have emerged from TIS?

Some of the most exciting innovations showcased at TIS include cutting-edge AI tools for personalisation, new digital marketing techniques that enhance traveler engagement, and solutions for sustainable tourism. Additionally, our Tourism Innovation Awards have highlighted initiatives and projects that are transforming the industry with disruptive technologies and novel approaches.

In your view, how has technology reshaped the global tourism landscape in the last decade?

Technology has revolutionised the tourism industry by providing more personalized experiences, improving operational efficiencies, and creating new ways for travelers to interact with destinations. Advances in AI, data analytics, and immersive technologies like AR/VR have transformed everything from booking systems to the way travelers explore and experience destinations.

Which emerging technologies do you think will most transform tourism in the next five years?

In the next five years, I believe AI and data analytics will continue to shape tourism by enabling hyper-personalised experiences. Technologies like augmented reality and virtual reality will also transform how people explore destinations before they even arrive. Additionally, sustainable innovations, such as renewable energy solutions for tourism infrastructure, will become increasingly important.

How can destinations, especially in developing regions, better embrace digital transformation in tourism?

Destinations in developing regions should focus on digital infrastructure, starting with the basics, such as improving connectivity and access to mobile technologies. By leveraging low-cost digital tools, small destinations can enhance the visitor experience, promote their local culture, and create more sustainable tourism practices. Collaborating with larger tourism organizations for knowledge sharing is also key.

What role do you see for AI, big data, and sustainability-driven innovations in shaping the future of travel?

AI and big data will play a pivotal role in optimizing travel experiences by offering predictive insights into traveler behavior and preferences. Meanwhile, sustainability-driven innovations will ensure that tourism grows without harming the environment, encouraging eco-friendly practices, reducing carbon footprints, and promoting responsible consumption.

Sustainability is a recurring theme in tourism today—how does TIS address this issue?

Sustainability is a core pillar at TIS. We actively engage with innovative companies and initiatives that are pushing the boundaries of sustainable tourism, from carbon-neutral travel options to smart destination management systems that reduce environmental impact. We aim to inspire the entire tourism ecosystem to adopt practices that promote long-term environmental and social sustainability.

How can tourism innovation contribute to balancing growth with responsible travel and environmental protection?

By using innovative technologies and smarter resource management, we can achieve growth while minimizing environmental harm. Innovations like sustainable transportation, energy-efficient accommodations, and eco-friendly tour services are prime examples of how the tourism industry can thrive without sacrificing the planet.

What partnerships or collaborations have been most effective in driving sustainable innovation in tourism?

The strongest partnerships are those that involve a mix of public and private sector collaboration, where destinations, technology providers, and tourism operators work together to create sustainable solutions.

Tourism is a global industry; how do you see international collaboration evolving through platforms like TIS?

Platforms like TIS play a critical role in facilitating international collaboration by connecting industry leaders, startups, and policymakers from around the world. This cross-pollination of ideas is essential to solving global tourism challenges, especially as the sector faces new environmental and technological demands.

In what ways can events like TIS strengthen links between Europe, Africa, Asia, and the Americas?

Events like TIS create a space for knowledge exchange across continents, where regional challenges can be shared and innovative solutions from different parts of the world can be adapted and scaled. To facilitate this collaboration, each year at TIS we invite a Destination Partner, with a delegation of c-level executives and public representatives that come to the event to showcase their tourism strategies and to strengthen partnerships with other countries. And this year, we welcome South Korea as Destination Partner.

How do you ensure that voices from smaller destinations and emerging markets are included in global tourism dialogues?

We ensure that smaller destinations and emerging markets have a platform at TIS by curating content and discussions that address their specific challenges and opportunities. We also actively encourage participation from these regions through targeted outreach and by offering a variety of opportunities for engagement, from speaking slots to networking.

What advice would you give to young professionals and entrepreneurs looking to innovate within tourism?

My advice is to stay curious, stay connected, and never underestimate the power of collaboration. The tourism industry is full of opportunities for innovation, especially for those who are willing to think outside the box and challenge the status quo. Embrace technology but always keep the human element in mind when designing new experiences.

Looking ahead, what is your vision for TIS over the next decade, and for the global tourism industry as a whole?

I am convinced that TIS will continue to be the world’s leading platform for all things related to innovation in tourism. Our role will be to continue to drive the digital and sustainable transformation of the industry, providing a space in which new ideas, solutions and collaborations thrive. For the industry, I see a future where tourism is not only an engine of economic growth, but also a force for positive change in the world.

This interview was conducted by Chinonso Ajelo.