Annefleur Siebinga is a cultural economist with a large interest in sustainable and urban development, mainly due to her Master Thesis on how the UNESCO status of Willemstad affected the tourism on the island of Curacao. She will be talking about the branding and marketing of heritage. Her love for the Dutch Caribbean and its heritage started when she worked in Aruba as a project manager for the Ministry of Economics, Culture, and Social Affairs between her Bachelor’s (Cultural Studies) and Master’s (Cultural Economics and Entrepreneurship) degrees. As an independent consultant, she is specialized in creating concepts for cities. Looking at both their cultural and commercial value and how to combine the two to create a strong brand and the best experience. Furthermore, she is the author of How to Avoid the Other Tourists: Curacao which focusses on showing the cultural significance of the island.