Tourism Summit 2025

Dr. Barbara Neuhofer

Professor
Salzburg University of Applied Sciences

Dr. Barbara Neuhofer is a globally recognised thought leader in Experience Design, Professor at the Salzburg University of Applied Sciences, Austria, and visiting professor at several European universities. Her award-winning research explores the transformative power of experiences across tourism, design, technology, and positive psychology. With over 70 publications and recognition among the world’s top 2% of scientists, Barbara’s work is future-oriented—bridging academia and practice to explore what’s next. 

As a keynote and TEDx speaker, consultant, and transformative coach, Barbara has coached individuals and advised national and international organisations, including the European Commission, on human and digital transformation. She serves on the executive committee of the Experience Research Society, is a founding member of the World Experience Organisation, sits on multiple journal editorial boards, and formerly held a board position at the International Federation for IT and Travel & Tourism. 

A creative mind with a visionary spirit, Barbara brings a holistic perspective, a deep love of learning, and a spark of curiosity to everything she does. Guided by her motto “sparking transformation”, she has received over 20 international awards for her pioneering work—cementing her role as a driving force in shaping the future of transformative tourism.