Regional Experts

Alejandro is passionate about travel and the splendid culture, countries and people of Latin America. He is a founding member of FISEC (Ibero-American Forum on Communications Strategies) and has visiting 16 countries within Latin America, many on several occasions.

He is a strategist specialising in achieving measurable results through a boutique service philosophy and innovative solutions in tourism, corporate and institutional communications and marketing. Alejandro has 30 years’ experience managing the reputation of more than 100 key international and national brands, many from Latin America including the Costa Rica Tourism Ministry, Dominican Republic Tourism Ministry, Saint Vincent and the Grenadines Ministry of Tourism, Jamaica Tourism Board, Cancún & Riviera Maya, Cartagena de Indias (MICE), Aerolíneas Argentinas, AeroMéxico, Crystal Lagoons, Hurtigruten Antarctica Expeditions and many more.

Alejandro is a sporadic speaker and guest professor at universities and business schools as well as an author, collaborator and co-author of books and articles on strategy, tourism and communications.

Growing up in Milan, Lorenzo has spent many years enjoying both leisure and business trips across Europe and has developed thorough understanding of its diverse cultures, trends and markets. At Martinengo, Lorenzo has led several communication projects with a focus on sustainability for clients in the Italian Alps and Milan and has worked as PR Manager on accounts including Tunisia, Hotel Monte Mulini and Hotel Lone (Croatia), Hotel Milano Scala (Milan’s first zero-emission property), Rovigni Village (Croatia), RestartMed (EU Commission for sustainable tourism in the Mediterranean), Eurowings and SunExpress launching flights between Italy and destinations in Turkey.

For the last 10 years, he has managed PR for American Airlines in Italy which serves as the main access point for US travellers to the Mediterranean. Lorenzo has built excellent relationships with Italian trade and media and is a results-driven individual effective in marketing, PR and driving brand visibility. His thorough knowledge of the Mediterranean alongside extensive communications experience means he is perfectly placed as Ambassador for the region.

Christine Engen has over 30 years’ experience in travel and tourism, including 13 years’ experience in the Middle East. She has resided in the UAE for the past 4 years and currently splits her time between Dubai and Copenhagen. In her role with United Spirit Nordic, she has worked with destinations including UAE, Ras Al Khaimah, Oman, Jordan, Egypt and Saudi Arabia over the last 10 years.

Her speciality is helping destinations grow their presence in the Nordic market and generate significant visitor growth in a short period. Ras Al Khaimah became one of the top 3 Middle East destinations for the Nordics within 3 years through a programme which included the three biggest tour operators in the market adding the destination. During her work with Jordan Tourism the team managed the introduction of direct charter flights with the result that 74 tour operators and travel agents added Jordan to their programme and visitor arrivals increased by 39.2% in Norway, 22.6% in Sweden, 16.2% in Finland and 1.2% in Denmark. Saudi Arabia has recently been introduced to the Nordic market and, despite perception challenges, within the first year 40 tour operators are already featuring the destination in one or more segments.

Sarah has worked with US destinations for over 10 years, beginning with the Utah Office of Tourism. She applies her deep understanding of the German media and consumer landscape to successfully position US destinations in a highly competitive European market. Through her work at Harwardt PR & Marketing, she has led a wide range of targeted, high-impact campaigns, including flight launch campaigns, Governor missions, high-ROI B2B and B2C marketing initiatives, as well as PR and communication campaigns. Sarah’s expertise also spans digital and social media strategies, roadshows, MICE incentives and interactive trade and consumer shows. These campaigns successfully translate the appeal of American brands into narratives that resonate with German audiences, whether by securing high-impact travel media coverage, shaping localised storytelling, or aligning US tourism brands with German travel trends.

In her day-to-day work, Sarah also collaborates closely with leading US airlines and hotel brands, including American Airlines, United, Marriott International, Hilton and Hyatt, further strengthening her ability to bridge markets and make US destinations relevant, visible, and compelling to German travellers.