Natalia Bayona leads the innovation, education and investments strategy of the World Tourism Organization (UNWTO), the United Nations specialized agency for the promotion of responsible, sustainable and accessible tourism worldwide.

With a diverse background on politics, destination management and business, she has become the first innovation director at UNWTO, has introduced entrepreneurship and education as key factors for tourism and development, and has positioned UNWTO as an innovation benchmark within the wider United Nations system as recognized in the UN 2020 Mapping of Innovation, Data and Digital Capacities. Furthermore, she has joined the UN Executive Leadership Programme for Sustainable Development led by the UN System Staff College (UNSSC).

Her work consists of identifying the most disruptive startups and investment projects and matching them with Member States and leading corporations. As an advocate of youth and technology, she seeks to make entrepreneurs grow for a promising future in all regions.