Urška Starc-Peceny

Urška Starc-Peceny, PhD, is an accomplished innovation specialist with expertise in business communication and new technologies. She received her international education in Slovenia, Italy, and Austria. In 2001, her PhD thesis entitled “Netlife” paved the way in research of collaboration design in an AI and big data-driven reality.

With over 20 years of experience as an entrepreneur across Europe and the Middle East, Urška currently serves as Chief Innovation Officer at Arctur Ltd., where she leads the Tourism 4.0 department. In this role, she is dedicated to spreading Industry 4.0 technologies into the tourism sector to create a better future for all. She is proud to be part of several flagship projects co-creating the European Transition Pathway, including data spaces for tourism and cultural heritage, and Smart Tourism Destinations. She is deeply passionate about digital innovation of heritage.

Living between Slovenia and Vienna, Austria, she leads the NASA Space Apps Challenge and serves as a university lecturer on smart-related topics.