Dr. Díaz is a leading researcher in the field of smart tourism marketing. She works as a Professor of Marketing at the University of Castilla-La Mancha (UCLM). For almost 20 years she has been focused on teaching and research in economics applied to marketing, new technologies and tourism. Estrella Díaz has been elected by the European Society for Opinion and Market Research (ESOMAR) as one of the 250 pioneering professionals and leading international experts in the field of market research and business intelligence. Dr. Díaz is a Full Member of the Young Academy of Spain and the Global Young Academy (GYA). As part of her research, she has published more than 40 articles in leading international journals and has participated in more than 70 national and international conferences. Estrella Díaz is a member of many scientific and/or professional societies and committees. The quality of her research has been endorsed by 16 awards and distinctions. She has collaborated in the Smart Tourism Destinations project, funded by the European Commission, as a European expert. She has previously been a Marie Sklodowska-Curie Senior Global Fellow, leading a European Union Horizon 2020 project as Principal Investigator (PI) in the United States and Europe.