Natalia Bayona, Director of Innovation, Education and Investments at the World Tourism Organization will present the importance of innovation as the tourism industry is actively working on coming out of this current crisis. Innovation is an opportunity to find a solution to many of the issues that were rising even before the pandemic, such as the increased awareness around sustainability and the SDGs. This keynote sets out a new vision for the visitor economy, building in an element of storytelling into her talk. Following this talk will provide the audience with an overview of the main challenges in tourism, those existing before the crisis and those emerging from the pandemic. Natalia Bayona will highlight the urgency of addressing this issue today, by applying innovation and digitalisation as drivers for new jobs, growth and recovery.