We’re looking forward to introducing you to ANDREA BAIGORRIA ZARPER. Check out our conversation below.
Hi ANDREA, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What’s the most surprising thing you’ve learned about your customers?
The most surprising thing we’ve learned about our clients is their strong ability to adapt and reinvent themselves. In a fast-moving industry like tourism, it has been inspiring to see how every project and organization we work with aims to create impact beyond the traveler experience, integrating sustainability, innovation, and purpose into their strategies.
We have also learned that our clients value human and strategic guidance more than ever. They are not just looking for consultancy; they are looking for partnerships that drive real transformation. Seeing their commitment to local development, cultural authenticity, and continuous improvement reinforces our belief that tourism can be a powerful tool for building the future.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Andrea Baigorria, and I am the founder of The Tourism Lab, a strategic platform focused on transforming destinations and tourism organizations through PR, partnerships, and experiential marketing. With over 15 years of experience in communications, corporate reputation, and marketing within global tourism companies—including the Spirit Airlines and Azamara Cruises—I have had the opportunity to work from Miami, connect with regions across the globe, and learn from the cultural diversity that defines the travel industry.
What makes The Tourism Lab unique is our people-centered approach to connecting destinations, stakeholders, and opportunities. We don’t just promote; we build bridges between the industry, key spokespersons, media, and emerging destinations. We strongly believe tourism can be a driving force for social, cultural, and economic transformation.
My personal story also shapes this mission. I was born in Miami, raised in Lima and have had the opportunity to travel the world, which allowed me to experience cultural exchange firsthand. This has strengthened my conviction that every destination has a unique story to tell. Currently, I am working on positioning projects for destinations, developing sustainability and innovation strategies in tourism, and creating collaborations with global organizations that want to make a real difference.
I would like readers to know that for me, tourism is not just an industry—it is a vehicle for change, a platform to connect communities, and a space where strategy and humanity come together.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who saw you clearly before you could see yourself?
Key people in my professional and personal life saw my potential even during moments of uncertainty. Mentors and collaborators who, with vision and generosity, trusted my ability to lead, create impact, and grow beyond what was immediately visible. Their perspective played a crucial role in accelerating my self-awareness and strategic decision-making.
I recall having a conversation with a former manager in the food & beverage industry. He looked at me during a performance review and said “You’re doing an amazing job, but you’re built for something bigger. You can’t be stuck in a box.” Until this day, my conversations with him happen periodically, because I understood he referred to me being able to become an entrepreneur and really tap into projects I wouldn’t have even imagined.
If you could say one kind thing to your younger self, what would it be?
I would tell her to trust her intuition more and not underestimate the value of her journey. Every challenge was an investment in growth, and every mistake became a learning asset. Everything experienced had meaning and was necessary to build the grounded, aware, and resilient person I am today.
Next, maybe we can discuss some of your foundational philosophies and views? Where are smart people getting it totally wrong today?
I believe many smart people today overvalue speed and underestimate depth. We live in an era where information is instant and access to knowledge feels unlimited, but that does not always translate into true understanding or long-term vision.
In tourism—and in any creative or people-driven industry—real intelligence is not only about analyzing data or following trends. It is about understanding context, emotions, and the human connections behind every decision. Being smart today is not about knowing everything; it is about listening, questioning, and connecting with purpose.
Some of the brightest minds fall into the trap of believing innovation comes only from technology or metrics, when in reality, the most powerful innovation often comes from empathy, collaboration, and genuine curiosity about others.
Okay, we’ve made it essentially to the end. One last question before you go. Are you tap dancing to work? Have you been that level of excited at any point in your career? If so, please tell us about those days.
Absolutely. Not every day is easy, but there are many days when I truly “dance with joy” because of the work I do. That feeling appears when an idea becomes a real project, when a destination gains visibility, or when a partnership that once seemed impossible ends up creating tangible impact for a community or a brand.
I especially remember that feeling when launching The Tourism Lab. It was the result of many years of experience, but more importantly, of a desire to create a space where tourism is approached with purpose, strategy, and humanity. Every time a client tells us we helped connect their story with the right audience, or that we inspired their team to see their destination differently, I feel that same energy I felt on day one.
For me, dancing with joy at work does not mean everything is perfect. It means there is true alignment between what you do, what you believe in, and the impact you create. That is the greatest professional reward one can have.
Contact Info:
- Website: https://www.thetourismlab.com
- Instagram: https://www.instagram.com/thetourismlab/ https://www.instagram.com/ajourneyworthliving/
- Linkedin: https://www.linkedin.com/company/thetourismlab/posts/?feedView=all
Image Credits
ANDREA BAIGORRIA – THE TOURISM LAB
