We integrate the contents of neurotourism in different training programs, providing additional value to them. For example, in the last course «TOURISM AND WOMEN IN AFRICA» offered by the UNESCO Chair in Tourism and Sustainable Economic Development, the TIDES Institute, and the Emotur Laboratory, with the collaboration of the United Nations Development Program, and sponsored by the Women for Africa Foundation and the General Directorate of Economic Affairs with Africa of the Government of the Canary Islands.

The objective of this course was to empower women in Africa and improve their capacities for the development of sustainable tourism. After the #COVID-19 health crisis, training plans are urgently needed for the transformation of tourism in Africa. Thus, between the modules of design of experiences, digitization, or sustainability, the latest developments in neuromarketing and the analysis techniques to be used and their practical application were presented.