Natalia Bayona

UN Tourism Executive Director

Natalia Bayona, UN Tourism executive director, is a pioneer in public administration who began her career working with the government of her native Colombia. During her tenure at ProColombia, the country’s tourism board, she became the youngest manager responsible for promoting the country throughout the world.

Since 2016, Bayona has resided in Spain, where she joined UN Tourism to lead its newly created Innovation, Education, and Investment Department. Under her guidance, the organization has undertaken ground-breaking initiatives, which include more than 10 global entrepreneurship competitions, numerous national challenges, and over 20 innovation and technology forums. These efforts have fostered an extensive Innovation Network comprising over 10,000 entrepreneurs, 1,200 companies, 400 public institutions, 500 educational institutions, 40 accelerators, and 250 investors. She has been instrumental in establishing the first UN Tourism Online Academy, which has educated over 20,000 students worldwide.

An Eisenhower Fellow recognized for her leadership and commitment to fostering a more prosperous and just world through her work in the tourism sector, Bayona holds a degree in international relations from Universidad Externado de Colombia, an executive MBA from IE Business School and has completed an executive program in innovation and digital transformation for tourism at the same institution. She delivers master classes and is a frequent speaker at universities including Harvard, Cornell and MIT.