Our Founder at the Encuentro Internacional de Turismo Sostenible Magallanes
At Liquid Spark, we’ve always believed that the most important conversations about the future of travel don’t only happen in major tourism hubs. Sometimes, they happen at the end of the world.
That’s why our Founder and President, Julie Thorner, was honored to take the stage — four times — at the Encuentro Internacional de Turismo Sostenible Magallanes, held April 20–22, 2026, across Punta Arenas and Puerto Williams, Chile. Organized by Austro Chile, this international gathering brought together tourism leaders, regional operators, and industry innovators to tackle three of the most pressing issues shaping travel today: sustainable tourism, artificial intelligence, and authentic storytelling.
About the Event
The Encuentro Internacional de Turismo Sostenible Magallanes took place across three days in one of the most remote and stunning corners of South America — Patagonia and Tierra del Fuego. Sessions were held at Explorers House in Punta Arenas and at the Cape Horn International Center (CHIC) in Puerto Williams, a community that sits closer to Antarctica than to Santiago.
The event convened international speakers alongside regional operators and destination managers for Magallanes and the Chilean Antarctic territory — a region with extraordinary natural assets and a deep stake in getting sustainable tourism right.
Julie’s Sessions
Julie presented on the intersection of AI and tourism across multiple formats during the seminar.
Keynote: “¿Cómo aplicamos Inteligencia Artificial en Turismo? Herramientas digitales para innovar y escalar”
(How Do We Apply Artificial Intelligence in Tourism? Digital Tools to Innovate and Scale)
Julie opened Day 1 in Punta Arenas with a 75-minute keynote diving into how tourism operators can practically apply AI tools to grow their businesses — not just theoretically, but with real, actionable frameworks that translate to more bookings, better content, and smarter marketing decisions. Then she joined a panel discussion about Sustainable Tourism, AI & Tourism Marketing with her colleague Ulla-Alexandra Mattl of Eurakom and Magallanes hosts.
Workshop: “Inteligencia Artificial: Uso de herramientas aplicadas a negocios”
(Artificial Intelligence: Business Applications)
On Day 2, Julie led a specialized two-hour workshop for attendees looking to get hands-on with AI tools applied directly to their business contexts. Workshop spots were limited — and sold out — reflecting the hunger operators in the region have for practical digital skills.
Keynote: “Inteligencia Artificial y Turismo: herramientas digitales para emprendedores que quieren innovar y escalar”
(AI and Tourism: Digital Tools for Entrepreneurs Who Want to Innovate and Scale)
Julie also presented on Day 3 in Puerto Williams with a 60 minute keynote, bringing the conversation about AI and innovation to the southernmost city in the world — underscoring that these tools and strategies are relevant for operators anywhere, including the world’s most remote destinations. Julie’s colleagues Ulla-Alexandra Mattl of Eurakom and Aizaz Sheikh presented about Sustainable and Regenerative Tourism and Marketing and Storytelling, respectively, at the conference. They were a powerful trio sharing actionable, high impact information for tourism providers.
Why This Matters for Sustainable and Adventure Tourism
The Magallanes region is extraordinary — and fragile. Home to Torres del Paine, the Strait of Magellan, and some of the last pristine wilderness on Earth, it attracts travelers seeking authentic, off-the-beaten-path experiences. That’s exactly the kind of destination where smart marketing and AI tools can be transformational.
At Liquid Spark, we work with adventure travel and tourism brands that care about more than just volume — they care about the right visitors, arriving through the right channels, with the right expectations. AI helps operators in places like Magallanes:
- Reach niche, high-intent travelers who are actively searching for remote and sustainable experiences
- Create content at scale that reflects the authentic character of the destination
- Optimize digital presence so that the right story is told in search, social, and AI-powered discovery tools
- Manage seasonality by targeting travelers year-round, not just in peak season
A Region Worth Paying Attention To
The Encuentro was more than a conference — it was a signal that some of the most forward-thinking conversations in global tourism are now happening in places like Punta Arenas and Puerto Williams. The organizers and attendees were deeply committed, the sessions were substantive, and the region itself makes a compelling case for why sustainable tourism done right is worth fighting for.
We’re proud that Julie was part of it.
Want to Bring This Thinking to Your Destination or Brand?
If you’re a tourism operator, destination, or regional organization looking to leverage AI tools and digital marketing strategies to grow sustainably, we’d love to talk. Liquid Spark works exclusively with adventure travel and tourism brands — and we know how to make these tools work in the real world, even at the end of it.