Dr. Montserrat Peñarroya

Dr. Montserrat Peñarroya is an internationally recognized specialist in digital marketing, innovation, and business transformation with more than two decades of experience bridging academia and industry.

A UN Tourism (formerly UNWTO) facilitator and global consultant, Dr. Peñarroya has designed and delivered professional training programs for over 6,000 professionals worldwide, helping organizations and destinations navigate the challenges of digital transformation.

She was the founding partner and CEO of Comercio Digital, S.A., which includes Solostocks.com—Spain’s largest B2B marketplace that raised $1.5 million in investment funding. In addition, she has held executive roles such as CEO of Noticias.com, and co-founded several digital ventures, including 3iSIC (Research Institute on the Information Society), GEAIPC (Digital Marketing Consulting), and ALT64, an innovative company pioneering eye-tracking technologies in Spain.

An accomplished author and keynote speaker, Dr. Peñarroya has published multiple books and articles on digital marketing, online strategy, and innovation.

She continues her academic excellense at La Salle Campus Barcelona – Ramon Llull University, where she leads academic programs and research on artificial intelligence in tourism, digitalization, and the future of the hospitality industry.

She holds a degree in Tourism, Foreign Trade and International Marketing, Information Society, and has been awarded a PhD in Business Model Adaptation.

Her work continues to shape global understanding of how technology, strategy, and education intersect to redefine the future of tourism and business.