"El Camino de Santiago: ejemplo de éxito como producto de turismo experiencial y vivencial". It is the title of one of the last articles that José Cantero, consultant and trainer in marketing and experiential tourism, has published on his blog. He argues that "it is difficult to find a tourist product in the world that can give so much meaning to the person who makes it; either as a religious experience or as a traveling, vital and personal experience. "

Atrápalo's brand identity and strategy occupy a large part of her time as Communications Director of an international company that not only specializes in online travel sales but also commercializes experiences. The latter will be the object of his speech, in which he will explain how to go from consuming an activity to enjoying an experience.

How to generate emotions through tourism. This is the big question that David Mora tries to unravel in Emoturismo, his personal project. The relevant thing, then, is that the tourist services transmit experiences, experiences ... and, above all, that these are memorable. The Camino de Santiago has all the ingredients to achieve it.

Technical Director of Experiences of Destiny, will underline in his conference "THE GLOCAL BUSINESS" the importance of putting value on local resources to achieve the economic and social dynamization of municipalities, environments, destinations ... or the Camino de Santiago. Advocates, then, for raising awareness about the relevance of visualizing their cultural, historical and gastronomic heritage ...