Published in March 2025
Empathetic, approachable and with a halo of professionalism that does not go unnoticed, Ana defines herself as a tireless enthusiast for achieving excellence in what she does, bringing together great professionals and people who make our country a more interesting place to enjoy and where one feels welcome.
But she is also passionate about art, music, of course traveling and enjoying everything that life puts within her reach, as part of that constant process of learning and treasuring experiences.
After finishing his studies in Tourism Business Management, specializing in Tourism Planning, he began a successful two-decade professional career in the tourism sector, which he has been able to combine with an interesting academic activity, studying more than four master’s degrees in advertising, senior management, finance, and leadership.
The creation of the VIP client department at Viajes El Corte Inglés fell to her good work, but her constant and restless spirit led her to open her own events and communication company until Nuba bought her out, making her the group’s general manager and “alma mater” of its expansion in Mexico and the USA.
His latest stroke of genius has been the creation of SIE, Spain is Excellence, which he currently chairs. SIE is the only certifier of tourism excellence in Spain, with the most representative partners from the public and private sectors of our country, whose firm purpose is to attract quality tourism that highlights the Spain Brand.
Q.- Is luxury a concept associated exclusively with expensive items? Or, on the contrary, is it a more universal concept whose essence can emanate from the genuine?
A.- Luxury has evolved beyond the material and the ostentatious. Today, true luxury lies in the exclusivity of the experience, in the attention to detail, in the ability to offer something inimitable. Luxury lies in the ability to choose. At Spain is Excellence (SIE), we understand luxury to be a combination of authenticity, excellence and a commitment to sustainability. It is not just about the price, but about the story that is told, the feeling of being part of something unique and the positive impact it has on those who experience it.
Q.- What values make Spain a destination of excellence and what needs to be improved?
A.- Spain has an unbeatable combination of culture, gastronomy, historical heritage and hospitality. However, in order to consolidate our position as a benchmark for tourism excellence, it is essential that we reinforce the international perception of what we have to offer and increase the sector’s specialization in personalized attention. Events such as Coming Up 2024 have highlighted the need to move forward with regional planning that guarantees a sustainable and equitable flow of tourism.
Q.- In the world ranking, where would you place our country as an attractive destination for tourism of excellence?
A.- Spain is already a benchmark in global tourism, but in the segment of excellence we must consolidate our position. We have some of the best hotels in the world, an unparalleled range of cuisine and a heritage environment that places us among the most coveted destinations. The key is to strengthen the international perception of Spain as a sophisticated and sustainable luxury destination, at the level of markets such as France or Italy, and to focus strongly on the continuous improvement of service.
Q.- How did the idea of creating Spain is Excellence come about and what are its values?
A.- SIE was born out of the need to project a cohesive image of tourism of excellence in Spain. We observed that, despite our exceptional offer, there was no certification that guaranteed standards of quality, authenticity and sustainability at an international level. Our values are based on excellence, innovation and the promotion of unique experiences that respect and enhance the identity of each destination and establishment.
Q.- Tell me about the SIE Club and who can join.
A.- The SIE Club is an exclusive community that distinguishes the brands and destinations that represent excellence in Spanish tourism. It is not just a certification, but a network connecting organizations that share a common vision of growth and differentiation. To become a member, it is essential to meet demanding standards in hospitality, sustainable management and personalization of the experience.
Medimos más de 150 parámetros y hay que superar el 80% para ser SIE y el 90% para ser Laurel.
Q: Both tourist destinations and companies in the sector can belong to the SIE Club. What requirements must they meet?
A.- They must demonstrate a real commitment to excellence, sustainability and innovation in the sector. Each candidate goes through a rigorous evaluation process, where the quality of the service, the uniqueness of the experience and the contribution to the promotion of Spain’s image as a destination of reference are analyzed. The winners of the SIE Awards for Excellence are examples of organizations that have managed to stand out within this select group.
Q.- In the objectives of excellence, what role does SIE Academy play?
A.- Training is an essential pillar in the transformation of the sector. SIE Academy offers specialized programs in luxury management, customer service and leadership, ensuring that tourism professionals of excellence have the tools to elevate the visitor experience.
Q.- Tell me about the services you provide to club members.
A.- Being part of SIE offers strategic benefits such as SIE Certification or SIE Laurel, a hallmark of quality; Strategic advice, Synergies between members, Specialized consultancy to improve business strategies and positioning, International representation guaranteeing visibility in key markets and Access to SIE Academy, with personalized training in tourism excellence.
Q.- What does it mean for a company or a tourist destination to have SIE or SIE Laurel certification?
A.- The SIE and SIE Laurel certifications guarantee a commitment to the highest quality and excellence in tourism. These are hallmarks that position companies and destinations at a higher level, attracting travelers looking for memorable experiences. It is a recognition comparable to the Michelin stars in gastronomy, raising the perception and reputation of those who obtain them.
Q.- Looking to the future, what are Spain is Excellence's medium-term goals?
A.- Our objective is to consolidate Spain as a global leader in tourism excellence. We focus on:
Expand the network of members of the SIE Club, integrating new destinations and prestigious brands, Internationalize the SIE certification, guaranteeing its recognition in strategic markets such as Brazil and Argentina, Strengthen SIE Academy, training the best professionals in the sector y Continue to promote sustainable tourism based on culture and authenticity.
In short, we want the world to recognize that Spain is not only a quality destination, but a benchmark in tourism of excellence and responsible exclusivity.
