Spain Tourism Board names new regional head

Monica Sanchez to lead tourist boards operation in Southeast Asia and Australia/NZ

The Spain Tourism Board has named Monica Sanchez as the Director of Southeast Asia, Australia and New Zealand, based in Singapore.

Sanchez has more than 25 years of experience in tourism, branding, market research and public management and has also held various leadership and cabinet-level positions within the tourism board of Spain – both in America as well as in the Ministry of Industry, Trade and Tourism’s headquarters in Madrid.

Monica Sanchez

She has also served as Chief of Staff for successive Directors General of the Spanish government’s official tourism organisation, Turespaña, as well as for the Secretary-General for tourism.

“The markets in which the office works are very diverse in terms of interests and preferences. The aim is to attract travellers interested in unique experiences, off-the-beaten tracks, the local culture, gastronomy and values of Spain. A tourism marked by quality and not quantity,” Sanchez said.

In the role, Sanchez shares the tourist board’s focus to maintain Spain’s positioning and to highlight the measures taken by the Spanish tourism sector to adapt to the COVID situation.

“The Spanish tourism industry is well prepared to welcome tourists while ensuring their health and safety. The sector has made a huge effort to adapt to what we call the “new normal” and has succeeded in implementing effective measures. There is no improvisation by administrations or private sector when it comes to welcoming tourists. Spain and its hospitality sector are ready to offer its best tourism products and services with the maximum guarantees of safety and protection as we wait for normal travel flow to return,” she said.

She also aims to support and work closely with operators, agents and airlines within the market who are keys in the tourism industry as it gradually recovers from the COVID-19 crisis.

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