About me

My name is Rosa Sorroche, founder and manager at Tourinnovation Tourism Services, based in Catalonia (Spain). With over 25 years of experience in hospitality, tourism consulting travel technology and digital marketing. I help tourism businesses and destinations innovate and grow through strategic guidance and tailored digital solutions.

After graduating in Tourism Management in Barcelona, I spent more than a decade working abroad -mainly in Ireland, my second home, where I collaborated with leading global companies such as Google, Airbnb and Marriott. These years allowed me to understand the dynamics of international markets and to build strong professional skills in sales, customer service and digital transformation.

My professional journey across Spain, Ireland and France has given me a comprehensive view of the tourism industry -from hospitality operations to the latest trends in travel tech and online distribution. I am passionate about helping SMEs, local destinations and hospitality brands to embrace innovation, strengthen their direct sales, and build sustainable competitiveness.