The Spanish Tourism Office in Paris is adjusting its leadership with the appointment of José Antonio Benedicto Iruiñ.
Former Advisor on Education Abroad across several strategic markets (the United Kingdom, the United States, China, Poland), he succeeds María José Gómez Gómez.
This leadership change sits within the continuity of efforts aimed at maintaining close ties with the French tourism network. “His international experience, gained in several strategic markets (…) constitutes a major asset for this new responsibility,” states the official body, as Spain remains the top foreign destination choice for French travelers.
With experience in the Spanish high administration and an international career in London, New York, Beijing and Warsaw, his mission will be to consolidate Spain’s position as the leading tourist destination for the French and to strengthen partnerships with institutional and professional players in the sector.
Former Advisor on Education Abroad across several strategic markets (the United Kingdom, the United States, China, Poland), he succeeds María José Gómez Gómez.
This leadership change sits within the continuity of efforts aimed at maintaining close ties with the French tourism network. “His international experience, gained in several strategic markets (…) constitutes a major asset for this new responsibility,” states the official body, as Spain remains the top foreign destination choice for French travelers.
With experience in the Spanish high administration and an international career in London, New York, Beijing and Warsaw, his mission will be to consolidate Spain’s position as the leading tourist destination for the French and to strengthen partnerships with institutional and professional players in the sector.
Maintaining institutional and professional collaborations between France and Spain
In the framework of his new responsibilities at the Paris representation, José Antonio Benedicto Iruiñ now oversees all promotional and diplomatic tourism actions of the organization.
His main mission is to anchor the image of a diverse and sustainable Spain by highlighting alternative offers such as heritage, artisanal crafts, rural tourism, and natural spaces, in order to encourage rediscovery of the territory.
The new director must also ensure that Spain remains the leading international destination for French travelers, while adapting communication levers to the market’s new expectations regarding digitalization, decarbonization, and the desaisonnalisation of flows.
To achieve this, he is focused on intensifying strategic partnerships across the entire French distribution chain, from tour operators to agency networks, including air and rail carriers.
His main mission is to anchor the image of a diverse and sustainable Spain by highlighting alternative offers such as heritage, artisanal crafts, rural tourism, and natural spaces, in order to encourage rediscovery of the territory.
The new director must also ensure that Spain remains the leading international destination for French travelers, while adapting communication levers to the market’s new expectations regarding digitalization, decarbonization, and the desaisonnalisation of flows.
To achieve this, he is focused on intensifying strategic partnerships across the entire French distribution chain, from tour operators to agency networks, including air and rail carriers.
The five-year track record of María José Gómez Gómez
This transition arrives at the end of a five-year mandate marked by managing the Covid-19 crisis, the rebound of tourist flows, and the emergence of sustainability and digitalization issues.
During this period, María José Gómez Gómez’s strategy focused on diversifying the destination’s image, encouraging visitors to rediscover the country through new cultural and territorial perspectives.
This promotional policy unfolded across several cross-cutting themes, such as botanical heritage, journeys around artisanal crafts, and the strengthening of the network of Spanish villages.
This orientation aimed to renew travelers’ perceptions of the territory, in line with the institutional campaign: “Do you know Spain? Think again.”
During this period, María José Gómez Gómez’s strategy focused on diversifying the destination’s image, encouraging visitors to rediscover the country through new cultural and territorial perspectives.
This promotional policy unfolded across several cross-cutting themes, such as botanical heritage, journeys around artisanal crafts, and the strengthening of the network of Spanish villages.
This orientation aimed to renew travelers’ perceptions of the territory, in line with the institutional campaign: “Do you know Spain? Think again.”
