CEO of IN2destination research and consulting firm, expert consultant for UNWTO, UN ITC, numerous INTERREG projects, INRouTe Network Vice President, Member of the Advisory Board of Bilbao Urban and Cities Design Association, lecturer at the University of Deusto, and at the Basque Culinary Center. Expert advisor for ministries, regional and local governments on competitive, sustainable and inclusive tourism and measuring (official statistics, Big Data and AI) in all 5 continents.