Luis Nicolás Barrios Medina-Montoya, Innovation Education and Investments Regional Manager for the UNWTO Regional Office in Riyadh.

Master in Project Management from Esden Business School. PMI-certified PMP. Master in Marketing and Commercial Management from IE Business School. Master in Audio-visual Production from IEEA. Degree in Audio-visual Communication from the University of Malaga.

Expert in technology and innovation applied to the tourism sector. From February 2003 until June 2020, he developed his professional career in Tourism in SEGITTUR, a state-owned company integrated into the Spanish Ministry of Industry Trade and Tourism and attached to the State Secretariat for Tourism, responsible for promoting innovation (R&D) in the Spanish tourism sector, both in the public sector.

Since 2012 he was involved, in different capacities, in the development and management of the Smart Tourist Destinations program. From 2019 to 2022 he was responsible for the direction and coordination of all the Smart Tourism Destination Projects in Latin America, coordinating projects in Tequila, Medellín and Bogotá.