Eduardo Santander
STRENGTHENING EUROPEAN TOURISM THROUGH COLLABORATION Executive Director & CEO, European Travel Commission (ETC)
Eduardo Santander leads the European Travel Commission (ETC), the umbrella organisation of national tourism boards across Europe that boasts more than 75 members. Under his leadership, ETC has broadened its impact through the launch of an Associate Membership Programme, stronger partnerships with the European Commission for the promotion of “Destination Europe” in long-haul markets, and advocacy for sustainable, inclusive travel. Santander brings over 15 years’ experience in tourism marketing, public affairs and brand development to the role, holds a PhD and MBA, and is fluent in multiple European languages.
Shaikha Al Nuwais
BREAKING DOWN BARRIERS IN GLOBAL TOURISM Secretary-General, UN Tourism
Shaikha Al Nuwais has made history as the first woman to lead UN Tourism, with her term starting in January 2026. An Emirati business leader with more than 16 years’ experience in hospitality and tourism, she previously served as Corporate Vice President at Abu Dhabi-headquartered Rotana Hotels. During her candidacy, Al Nuwais advocated for a more transformative UN Tourism, calling to shift from purely policy to action, embed sustainability, digital inclusion and equitable governance in global tourism, and empower women and youth in the sector. Her election by the Executive Council in Madrid marks a significant milestone for the peak industry body.
Michael Bayley A VANGUARD OF CRUISE INNOVATION President & CEO, Royal Caribbean International
At the helm of Royal Caribbean International for more than a decade, Michael Bayley has cemented the cruise giant’s reputation for bold, guest-focused innovation. He championed the launch of Icon of the Seas – the largest cruise liner to ever sail – which has introduced unique concepts including a Central Park and the largest waterpark at sea. Under his leadership, Royal Caribbean has pioneered other industry firsts such as rock-climbing walls, ice rinks, and skydiving simulators at sea, while expanding into emerging markets and defining the cruise sector’s identity as an innovation leader.
48 | ITB GLOBAL TRAVEL COLLECTION
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