Natalia Bayona

Senior Expert on Innovation and Digital Transformation


Senior Expert on Innovation and Digital Transformation

Natalia Bayona is the leader of the Innovation, Investments and Digital Transformation Strategy of the World Tourism Organization (UNWTO), an agency of the United Nations specialized in the promotion of responsible, sustainable and accessible tourism worldwide.

Natalia Bayona is professional in Government and International Relations from the Universidad Externado de Colombia and holds an Executive MBA from IE Business School. She is part of the World Economic Forum network as a European Digital Leader.

In 2017, she served as the Vice President of International Development for the Spain Startup – South Summit. Natalia organized the first South Summit Pacific Alliance, connecting the main stakeholders of the entrepreneurship ecosystem of Colombia, Chile, Mexico and Peru.

With tenure in ProColombia for ten years, she has lived in six countries where she has developed strategies that boost export, foreign investment and tourism for Colombia. She began in 2006 as part of the team that created the first international tourism campaign for Colombia: The campaign “Colombia, el riesgo es que te quieras quedar” sought to change the image of the country abroad. The successful execution of the campaign in more than 15 countries was made possible thanks to her work.