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, Michael Sowa held leadership roles in the cultural and tourism sector. As Head of Tourism, Culture and Events at the Esterházy Group, one of Central Europe’s leading cultural organizations, he served as Managing Director of Esterházy Palace and Oper im Steinbruch, and as Managing Director of Camerata Salzburg, one of Europe’s most renowned chamber orchestras. He was also responsible for the internationally recognized concert series classic.Esterházy and the Herbstgold Festival. 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 has lectured in Arts Management at the Salzburg University and FH Kufstein University of Applied Sciences, where he also taught International Management. He was also a co-founder and board member of the Harmony Foundation, an initiative dedicated to cultural exchange between Austria and China. 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.