Silvia Barbone

Head Of Partnerships at The Royal Commission for AlUla at The Royal Commission for AlUla

Silvia is an International expert in sustainable tourism, project management, and destination management. She is the founder of Jlag and Fest and developer of the PM4SD certification , and she designed The Next Tourism Generation (NTG) Alliance to build and implement the first European Blueprint Strategy for Sector Skills Alliance.

Silvia specializes in management consulting for tourism, both for private and public-sector agencies. She has designed and implemented many projects, from small to large scale, and set up international partnerships, planned and delivered training activities and events, with the aim to bring sustainability from theory to practice. This involves working with leading global organisations, including UNWTO, UNESCO, UNEP, European Travel Commission, European Commission, European Parliament, UNEP, World Bank, as well as local, regional and national stakeholders. I am a regular public speaker at international conferences.


  • Selected as one of the 10 European Experts for ETIS - EU Tourism Indicator system

  • Designer and manager of successful project proposals for a total amount of almost 20 million euros.

  • Developer of the certification scheme PM4SD®

  • Set up the Next Tourism Generation Alliance partnership

  • Trained and certified 300 tourism practitioners in PM4SD in Europe and Canada, USA and Jordan

  • Delivered sustainable development capacity building workshops in 23 countries: United Kingdom, Belgium, Italy, Portugal, Greece, Bulgaria, Austria, Lithuania, Spain, Iceland, Finland, Check Republic, Jordan, Canada, USA, Korea, Tunisia, Morocco, Georgia, Iran, Qatar, Saudi Arabia, and Turkey.

  • Founder and director of the European Summer School Leadership and Governance for Sustainable Tourism, which hosted 5 annual events to date.