Spain is in vogue: this season, in 2026, the number of tourists visiting the country is finally expected to exceed 100 million. Within this record figure, a minority segment—around 3%, according to various studies—travels specifically to enjoy high-end offerings in hotels, restaurants, culture, events, and shopping.
This refers to international luxury tourism, a niche market that, while representing only a small proportion of travelers, accounts for up to 20% of spending in strategic sectors such as fashion, jewelry, watchmaking, leather goods, and exclusive experiences. The significant economic impact of this group is reflected in their average spending, which exceeds €6,000 per stay, more than four times that of the average tourist. Domestic tourists aren’t far behind either: this type of trip accounts for only 0.1% of all trips taken by residents, but their average spending reaches €3,343 per trip (Luxury Barometer).
As a result, the luxury traveler has become the most coveted segment of our industry. To this end, a spectacular transformation has taken place in recent years—accelerated by the pandemic—that is establishing our country as a destination on the luxury tourism map, and which should continue to grow thanks to the talent, commitment, hard work, and vision of the 50 leaders we highlight here at Forbes Travel.
Javier Eagle
President, Inclusive Collection, Hyatt Hotels International
Under Águila’s leadership, The Inclusive Collection has redefined all-inclusive as a premium experience. Currently, Hyatt’s Inclusive Collection comprises more than 155 resorts and 55,000 rooms. Seventy percent of these resorts are located in Latin America and the Caribbean, while the remaining thirty percent – about 50 resorts – are in Europe, 40 of which are in Spain.
Gonzalo Aguilar
Chief Executive Officer of Minor Hotels Europe & Americas
The addition of new brands to the Minor Hotels portfolio, such as The Wolseley Hotels – which will debut in New York in 2027 – and the Minor Reserve Collection, reinforces the group’s commitment to luxury. In Europe and the Americas, under the leadership of Gonzalo Aguilar, the goal for 2026 and the years ahead is to maintain sustained and selective growth.
Lope Afonso
Councillor for Tourism, Tenerife Island Council
Under Aguilar’s leadership, the Tenerife Island Council is working to reposition the destination and attract visitors with greater purchasing power, improving connections with high-value markets, developing luxury accommodations, promoting fine dining, and offering exclusive experiences. The goal is to focus on quality over quantity, repositioning the island as a premium destination.
Ana Alonso
CEO of SIE – Spain is Excellence
Ana Alonso directs the SIE certification body – Spain is Excellence – with a clear objective: to establish Spanish tourism excellence as a global benchmark. Its two certifications, the SIE Seal and the SIE Laurel Seal, position the organization as a leader and benchmark in high-quality tourism, reinforcing the Spain brand on the international stage.
Miguel Ardid
President of CoolRooms
With three iconic hotels, CoolRooms Hotels is committed to a form of luxury rooted in heritage, authenticity, and local experience. Under the leadership of Miguel Ardid, the company restores historic buildings, transforming them into exclusive hotels that avoid standardized luxury and instead focus on culture, gastronomy, and a connection with the destination.
Elisa Barral
General Manager of The Palace Hotel, Madrid
With more than 25 years of experience in the luxury hotel industry, asset management, and operations for international brands, Barral aims to consolidate the hotel’s sustained growth and strengthen its position among Europe’s leading luxury establishments. She is the first woman to manage the hotel since it opened in 1912.
Arturo Bernal Bergua
Minister of Tourism of the Regional Government of Andalusia
Andalusia has become one of Europe’s most important tourist destinations; it no longer competes to attract the largest number of visitors, but rather to promote more sustainable tourism with greater added value. The shift toward profitability, quality, and spending, rather than volume, forms the basis of the premium tourism model championed by Bernal, supported by the repositioning of the Andalusia brand.
Carlos Calero
Co-founder and Chief Executive Officer of Vincci Hotels
Carlos Calero is the CEO and co-founder of Vincci Hotels, a Spanish hotel chain with a presence in Europe, Africa, and the Middle East. Under his leadership, Vincci has distinguished itself with its focus on quality, innovation, and sustainability, consolidating itself as a leading brand in the hotel industry and expanding into the luxury hotel segment.
Antonio Catalán
Founder and President of ACHM Hotels by Marriott
Catalán is one of the leading figures in the tourism industry. At 29, he opened his first hotel in Pamplona under the NH brand and, after selling his stake in 1997, launched AC Hoteles in 1998. Today he chairs ACHM Hotels by Marriott, the leading hotel management company in southern Europe, with flagship properties such as the iconic Santo Mauro.
Jordi Clos
President of Barcelona Tourism
As president and founder of Derby Hotels and head of Barcelona Tourism, Clos is a staunch advocate for developing luxury tourism as a strategic driver for the city. His approach combines promoting exclusive experiences—gastronomy, events, culture, and premium services—with market diversification.
Carlos Díez de la Lastra
Chief Executive Officer of Les Roches
As CEO of Les Roches, Díez de la Lastra oversees the international campuses of this prestigious educational institution in Switzerland, Spain, the United Arab Emirates, and China, as well as an affiliated campus in India. His leadership is focused on driving the school’s global expansion and strengthening its reputation as a world-leading institution in hospitality management education.
Francis Escánez
Chief Executive Officer and Founder of Atlantis Travel
Escánez leads Atlàntida Travel and the B2B tour operator Southern Cross, brands that have been part of Ávoris since 2025 and that expand the group’s luxury tourism offering. Its strategy focuses on tailor-made trips, exclusive experiences, and personalized service, positioning the company as a leader in the premium segment.
Gabriel Escarrer
President and Chief Executive Officer of Meliá Hotels International
Escarrer is driving Meliá’s positioning in the luxury sector through brands such as Paradisus, Meliá Collection, and MiM Hotels, which offer first-class resorts, signature cuisine, iconic locations, and exclusive experiences. His strategy consolidates the company’s position as an international leader in the premium and lifestyle segment.
George Espinós
General Manager and co-founder of VB Group
Espinós leads VB Group, a leading provider of 360° solutions in the tourism, entertainment, and corporate mobility sectors. The group has expanded into the luxury tourism segment with its custom travel brand, Godwana Experiences, recognized for designing transformative and exclusive travel experiences.
Jordi Ferrer
Chief Executive Officer of Hesperia World
Jordi Ferrer, at the helm of Hesperia World, is driving the transformation of the Spanish hotel group toward a strategy focused on differentiation and premium quality. Under his leadership, the group manages 22 hotels in Spain and Andorra and has adopted a multi-brand model that includes alliances with Hyatt and AMResorts to enhance its offering.
Antonio Gonzalez
Founder and president of Sunset Hospitality Group
González leads the operations of Sunset Hospitality Group, headquartered in Dubai and founded in 2011. The group operates more than 90 properties in 26 countries, including hotels, resorts, restaurants, and beach clubs, with a focus on premium experiences, sustainability, and innovation, and is an international leader in luxury and lifestyle tourism.
Federico J. González Tejera
Chief Executive Officer of Radisson Hotel Group
One of the most prominent figures in the industry, González Tejera oversees the Radisson Hotel Group, whose luxury brand, Radisson Collection, is present in nearly 70 destinations. Under his leadership, the chain focuses on unique experiences, iconic design, and sustainable hospitality, establishing itself as a benchmark in international luxury tourism.
Raúl González
General Manager for EMEA, Barceló Hotel Group
Raúl González leads Barceló Hotel Group’s commitment to luxury tourism, consolidating the Royal Hideaway brand and accelerating its positioning in the luxury sector through a strategic alliance with the German group Kempinski. The alliance drives the group’s international expansion and reinforces its commitment to the premium segment.
Pau Guardans
President and founder of Único Hotels
Guardans founded Único Hotels in 2004 with a clear focus on high-end boutique hotels. Today, the group has six properties in Spain and is known for combining gastronomy, design, and location in small-scale projects, with a concept centered on service quality and the identity of each destination.
Jaime Hayón
Founder and creative director of Hayón Studio
Hayón is a name synonymous with luxury tourism thanks to projects such as the design of the Barceló Torre de Madrid, The Standard, Bangkok, art’otel Battersea Power Station, and Casa Clarita in Valencia. His work combines contemporary design, craftsmanship, and local identity, bringing a distinctive vision to the high-end hospitality sector.
Jordi Hereu
Minister of Industry and Tourism
The heir promotes the Spain 2030 Tourism Strategy to transform the tourism model into a more sustainable one that offers greater added value. In 2025, Spain recorded a record 97 million visitors and 134.712 billion euros in tourism spending, reflecting an increase in demand for high-quality tourism and premium segments.
Miguel Isla
Chief Executive Officer of Nômade People
With extensive international experience and a background from the École Hôtelière de Lausanne, Isla runs Nômade People, whose Nômade Temple brand—currently operating in Tulum and Holbox, Mexico—will open in Madrid and Ibiza this year. These are luxury experiential hotels that combine design, culture, and a connection with the local community with a bohemian style.
Ignasi Jiménez
CEO and co-founder of Hidden Away Hotels
Jiménez is the director of Hidden Away Hotels, a boutique operator with hotels in cities such as Madrid, Barcelona, Seville, and Palma. With a focus on unique properties and in-house design, Jiménez has steered the company toward the premium segment, offering strategic locations, a local identity, and distinctive offerings in luxury tourism in Spain.
Othman Ktiri
President and founder of OK Mobility
Under Ktiri’s leadership, OK Mobility has launched OK Mobility Plus, which operates in Palma, Ibiza, Madrid, Barcelona, Málaga, and Alicante. The platform offers premium vehicles (BMW, Audi, Porsche, Mercedes) and personalized pick-up and drop-off services designed to ensure the convenience and efficiency of high-end travelers.
Almudena Maíllo del Valle
Councilor for Tourism of the Madrid City Council
In recent years, Madrid has become a preferred destination for high-end tourism. Under Maillo’s leadership, the capital has expanded its offering of luxury hotels, world-class cuisine, and internationally renowned sporting and cultural events, making it a must-see stop on the itinerary for even the most discerning travelers.
George Manzur
General Manager of the Don Carlos Hotel Marbella
Jorge Manzur is leading the reopening of the Hotel Don Carlos Marbella after an extensive renovation. With over 20 years of experience in luxury hotels, he has taken on the role of General Manager of this iconic establishment, blending its historical heritage with a contemporary offering centered on premium experiences, a dedicated team, and the Mediterranean lifestyle.
Marisa Martin
General Manager of The Sphere Private Travel
Martín is the General Manager of The Sphere, W2M’s luxury travel agency. With extensive experience in high-end tourism, she leads the company’s strategy to develop premium programs, manage relationships with high-net-worth clients, and consolidate W2M’s presence in the international luxury tourism sector.
Jaime Martínez Llabrés
Mayor of the City Council of Palma
Palma, under the leadership of Mayor Jaime Martínez, is seeking to establish itself as a high-end tourist destination by prioritizing the development of a premium and sustainable offering. The urban and tourism plan aims to raise the standard of accommodation, attract discerning travelers, and revitalize key areas with new establishments and cultural experiences.
Carlos Matallana
General Manager of Lunajets
With a degree in Aviation Management from the Autonomous University of Madrid and extensive prior international experience, Matallana directs Lunajets’ operations in Spain. Lunajets is Europe’s leading business aviation company, which aims to reach 13,000 flights and $180 million in revenue by 2026.
Abel Matutes Prats
President of Palladium Hotel Group
In 2026, Palladium Hotel Group reinforces its commitment to luxury. Following the recent opening of The Site Ibiza – which includes two five-star hotels, a world-class culinary center, and the Ibiza Gallery – the group will launch Bless Hotel Barcelona and debut Only YOU Hotel New York in Manhattan, thereby expanding the global presence of its premium brands.
Toni Mir
President and Chief Executive Officer of the Cap Vermell Group
Toni Mir, CEO of Cap Vermell Group, leads luxury projects in Europe and Africa, including Michelin-starred restaurants. His flagship hotel, the Cap Vermell Grand Hotel, combines meticulous design, signature cuisine, and exclusive services, reflecting his strategic vision, operational discipline, and passion for creating unique, sustainable, and memorable experiences.
Gonçal Ocejo
Deputy Director of Development at The Preferred Travel Group
Ocejo oversees the development of the group’s leading brands – including Preferred Hotels & Resorts, Beyond Green, Historic Hotels Worldwide, and PTG Consulting – providing strategic vision for their international growth, the addition of new hotels, and the adaptation of premium and sustainable models to the global market.
Estrella Ortego
CEO and founder of Ratpanat Luxury & Adventure
Ortego has established Ratpanat as a leading provider of exclusive and experiential safaris. Through East Africa Camps, its own chain of accommodations in parks like the Masai Mara and Ngorongoro, it is steering the company’s growth toward new international markets, all while maintaining the integrity of its operations and the experiential focus that sets it apart.
Mariano de Paco Serrano
Minister of Tourism of the Community of Madrid
De Paco promotes high-end tourism focused on quality and unique experiences. Its strategy is based on public-private partnerships, the distribution of tourist flows, and extending the average length of stay. In 2025, tourism generated 28.569 billion euros in the region, representing 8.7% of the GDP and creating more than 300,000 jobs.
Fernando Pacheco
General Manager of MSC and Explora Journeys Spain
Pacheco is at the forefront of the expansion of the MSC Group’s luxury cruise segment, a benchmark in the industry thanks to its ships Explora I and Explora II and its premium experiences both on board and ashore. He has also driven port calls in cities like Valencia and Malaga, contributing to positioning Spain as a key destination within the brand’s luxury itinerary network.
Maria of Pereda
Senior Vice President of Tourism for Newlink Spain
As head of Newlink Spain’s Tourism Division and with extensive experience representing destinations and tourism companies, de Pereda strengthens Newlink’s position as a top-tier agency, leading communication strategies for destinations and brands and reinforcing its standing with the media, the tourism industry, and the general public.
Patrick Pollak
Regional Vice President and General Manager, Four Seasons Hotel, Madrid
Having recently taken on the role and with over 30 years of experience in the chain, Pollak directs the Madrid establishment and also oversees the Four Seasons Resort Mallorca and the Ritz Lisbon, enhancing the luxury, hospitality, and cuisine of the first Four Seasons hotel in Spain and consolidating its position as a benchmark in the capital.
Peace of the Well
President and Chief Executive Officer of the NUBA Group
The NUBA Group is a leader in premium luxury tourism, offering exclusive, tailor-made experiences in over 80 destinations. Its offerings include custom trips, luxury safaris, romantic getaways, unique cultural experiences, and corporate travel. Under its leadership, NUBA has expanded internationally.
Marga Prohens
President of the Government of the Balearic Islands
Prohens promotes a high-value, sustainable, and innovative model, with a particular focus on reducing seasonality and improving the quality of the tourism offering throughout the archipelago. Its approach advocates for managing visitor flows, prioritizing unique experiences, and promoting a form of tourism that combines excellence, sustainability, and the well-being of both residents and visitors.
Juan Rodero Parga
General Manager for Spain and Portugal at Un mundo de cruceros – Starclass
With decades of experience in premium and luxury cruise lines, Rodero leads StarClass Cruises, specializing in high-value experiences and tailor-made packages for discerning travelers, establishing the company as a leading name in high-end cruising in Spain and Portugal.
Miguel Sanz
Director General of Turespaña
At Turespaña, Sanz is establishing the direction for Spain’s international promotion, with the goal of attracting high-value markets and offering quality experiences. His approach focuses on repositioning the Spain brand, prioritizing sustainability, slow travel, and destination diversification to attract international travelers with greater purchasing power.
Juliana Salla
General Manager of The Ritz–Carlton, Abama
Since assuming the role in April 2025, Salla has over 20 years of experience in the luxury hospitality industry. Her role is to reinforce this iconic resort’s status as one of Europe’s leading luxury destinations, recognized for its refined elegance and first-class service, and to continue setting the standard in the luxury hospitality industry.
Raquel Sanchez
President of Paradores de Turismo
Under his leadership, Under its leadership, Paradores reinforces its commitment to luxury with strategic projects such as the Parador of Molina de Aragón (in 2025) and the future Paradores of Ibiza and Veruela (2026), which combine historical heritage with first-class experiences, consolidating the chain’s position as a benchmark for high-end tourism in Spain.
Marco Sansavini
President of Iberia
Marco Sansavini, president of Iberia Sansavini, is leading the Flight Plan 2030, which allocates 6 billion euros to improve Iberia’s premium experience and includes the complete renovation of its long-haul cabins, the creation of a new Premium Lounge in Madrid-Barajas’ Terminal 4, and the expansion of the long-haul fleet from 45 to 70 aircraft. The goal: to improve Iberia’s high-value offering.
Kike Sarasola
President and founder of Room Mate Hotels
Sarasola is leading the chain’s expansion into the luxury sector with Room Mate Collection, which brings together hotels that offer meticulous design, personalized service, and central locations in cities like Barcelona and Milan. The brand focuses on understated luxury and superior quality, reinforcing the company’s presence in the European market.
Daniel and Jennica Shamoon
Chief Executive Officers and Founders of Luxury Hotel Partners
The founders and CEOs of Luxury Hotel Partners are leading the international expansion of their family’s luxury hotel business. They inherited the Marbella Club and Puente Romano from their father, David Shamoon, and have expanded the portfolio to include El Lodge and GHM Monachil, combining top-tier design, experience, and management in Europe and high-end destinations.
Peace Torralba
Chief Executive Officer and Founder of The Beauty Concept
Torralba has established its company as a leading name in luxury beauty and wellness tourism. It operates centers in Madrid and the spa at the Mandarin Oriental Ritz, offering personalized treatments and advanced aesthetic medicine. Its focus on quality, innovation, and personalized attention positions the brand in the premium segment of the industry.
Victor Vacas
General Manager of the URSO Hotel & Spa
Víctor Vacas manages this five-star boutique hotel, with a management approach focused on offering personalized experiences, first-class cuisine, and attentive service that attracts discerning international travelers. With a particular focus on the North American market, the hotel has established itself as a benchmark of luxury and exclusivity in Madrid.
Alejandro Valladares
President of Martínez Otero
At the helm of the Galician family business Martínez Otero, Valladares directs interior design and implementation for ultra-luxury hotels worldwide. With 80 years of experience, the company has participated in projects such as the W Paris Hotel, the W Uvero Beach, the Hyatt Mallorca Palacio de Muro, and the Royal Mansour hotels in Casablanca and Tamuda Bay.
Javier Vich
President of the Hotel Business Federation of Mallorca (FEHM)
The Hotel Business Federation of Mallorca, led by Javier Vich, who is also the CEO of Súmmum Hotel Group, is driving a change in the tourism model toward greater quality and value, with an offering in which 73% of the hotels are four-star or higher and a significant repositioning of the hotel sector, with the goal of reducing seasonality and attracting segments that generate higher spending.