Michael Sowa is a digital strategy consultant based in Salzburg. He works with cultural institutions, tourism organizations and premium service providers to develop clear digital brand structures and future-ready digital platforms. His work combines strategic thinking with practical implementation, connecting brand positioning, digital brand architecture, website strategy and modern marketing technologies.

Before focusing on digital strategy, he held leadership roles in the cultural and tourism sector. He served as Managing Director of tourism and cultural initiatives within the Esterházy Group, one of Central Europe’s leading cultural organizations, and as Managing Director of Camerata Salzburg, one of the Europe’s most renowned chamber orchestras. Earlier in his career, he was Head of Marketing of Salzburg’s largest classical concert presenter based at the Großes Festspielhaus, where he was responsible for marketing and audience development.

In addition to his consulting work, he lectures in cultural and international management at universities in Austria. His academic background includes studies in digital media and arts management at the University of London, an executive leadership program at Harvard University, and a diploma program in AI-driven marketing at the Werbeakademie Vienna.