The Spain Tourism Board has appointed Monica Sanchez to head its office in Singapore as the new director in charge of Southeast Asia, Australia, and New Zealand.
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.
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.
In her new role, Sanchez shares that her current focus is to maintain Spain's positioning and to highlight the measures taken by the Spanish tourism sector to adapt to the new situation.
She also aims to support and work in close collaboration with operators, agents and airlines within the market, all of which are crucial players in the recovery of the tourism industry.
"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, local culture, gastronomy and values of Spain – a tourism marked by quality and not quantity," Sanchez said.