EntreSesiones #9 · Lisardo Morán

What this video is about

In this episode of EntreSesiones, Lisardo Morán, managing director of the Empresa Pública para la Gestión del Turismo y el Deporte de Andalucía (Andalusia’s public company for tourism and sport management), looks back on his career: studies in advertising and public relations, more than a decade as a specialist at the same company he now runs, and five years heading sponsorship and branding at an esports club. He explains what electronic sports involve and how video games have gone from being frowned upon to being an everyday form of leisure.

The conversation addresses tourist saturation in Málaga. Morán warns of the weight of nostalgia, which idealises a past that also had its problems, and argues for redistributing visitor flows, talking openly about the social sustainability of tourism and having medium- and long-term plans. He also describes the Andalusian Crush campaign, which sought to promote Andalusia through its culture and its best-known figures.

In the final part he talks about video games as his way of switching off, how he uses artificial intelligence to boost productivity and the fears it raises in creative fields. Its effects on the way we think and on childhood are discussed, and the need to reclaim attention and creativity in the face of technological overstimulation is raised.

Topics: tourism and sustainability, video games and leisure, artificial intelligence, attention and technology, career path