The pair officially step up into their new positions this month, succeeding Manuel Butler – who reflected on his tenure as Director in a wide-ranging interview with TTG earlier this year – and Pedro Medina respectively.

For de Juan Gonzalez, the move to London marks a return to an overseas leadership role after a spell at Turespana's Madrid headquarters. He brings extensive international experience having previously led the organisation's offices in New York, Toronto, Dublin, Miami and Oslo.

He is credited with setting up Turespana's Ireland office in 2006, while his most recent role in Madrid saw him serve as Deputy Director-General for Economic and Administrative Management and Information Technologies, with responsibility for finance and human resources.

De Juan Gonzalez acknowledged the UK's position as “Spain’s number one overseas market” and said his priority over the next five years would be to build on the strong relationship between the two destinations while encouraging a more responsible approach to tourism.

Agents 'key stakeholders' in Spain and UK's shared mission to rethink the future of tourism

"I'm delighted to join the Spanish Tourist Office in the UK and look forward to working with the UK travel industry on a whole host of projects and opportunities that celebrate the close relationship shared between our two nations, while placing a particular focus on fostering a more equitable and inclusive form of tourism," he said.

"It is a privilege to be here in the UK. Over the next five years, we will nurture the trust that the UK has in Spain while pursuing a more responsible and rewarding tourism model."

Alongside him, Alonso Pinar brings a strong marketing background to the London team having most recently worked in Madrid as Deputy Director for Overseas Marketing.

She also played a central role in the rollout of Turespana's 2025 global campaign, Think you Know Spain? Think Again…, which sought to challenge established perceptions of the destination and highlight lesser-known Spanish experiences and destinations, including Asturias, the host of last year's Aito conference.

Their arrival comes as the Spanish Tourist Office prepares for another important period of engagement with the UK trade, with World Travel Market London fast approaching (3-5 November).

"It's fantastic to join the London team at Turespana and to support Jose Manuel representing Spain in the UK market," said Alonso Pinar. "This year’s World Travel Market will be a great opportunity to meet with our many UK tour operator and travel agency partners."