Jose Maria de Juan

José María de Juan


Director Tourism & Leisure




Paseo de la Castellana 130,
7ª Planta,
28046 Madrid


+34 649 98 48 68


José María de Juan Alonso holds a Diploma in Tourism, a Bachelor´s Degree in Human Sciences ‎and a Postgraduate Degree in International Cooperation for Development.

He has developed ‎a career in the tourism sector facing challenges and gathering a complete range of experience and understanding, starting as a city hotel receptionist; as a tour guide and tour manager in trekking and adventure; as a travel agent and product manager specializing in nature and activity-based tourism; as an academic director and professor in different universities and tourism business schools, among several other positions.

For more than 20 years he has worked as a tourism consultant, sharing all the knowledge and understanding of sustainable tourism gained from his previous positions in the industry. He has completed projects mainly in Spain and Latin America, with some involvement in Eastern Europe, Maghreb and Sub-Saharan Africa. All of them have been linked to projects related to the planning, development and marketing of sustainable tourism.

He has worked in more than 40 countries through its own consultancy company Koan Consulting and its partners for local, national and international bodies, always seeking excellence in his performance to ensure the competitiveness of his public and private clients. As with the rest of his career, his work within Horwath HTL is centred on an integral vision of the planning, development and marketing of international tourism destinations, focused on sustainability and the triple bottom line approach (social, environmental and economic).

All this is complemented with the research and application of market intelligence, design and development of innovative training initiatives and support to entrepreneurship. Some of his permanent challenges are: the support to emerging destinations worldwide, the enhancement and interpretation of heritage, and finding intelligent answers from the tourism industry to climate change and the loss of population in rural environments.