Contact Info


Specialist Skills
Place & Destination Branding & Marketing | International Affairs | Strategic Communications
Professional Career
30 Years
Strategy | Place & Destination Branding and Marketing | Public Diplomacy | Strategic Communications | Stakeholder Engagement


International Expert | Place & Destination Branding & Marketing

Juan Carlos is an expert in enhancing the image and development of locations worldwide, based in Barcelona. He’s been an advisor to the City of Barcelona for many years, offering strategic guidance to cities, regions, and countries across the globe, including in Europe, the US, Latin America, Russia, Northern Africa, the Middle East, and Asia. His work extends to collaborations with various international initiatives, forums, and development agencies like the European Union, the UN, the World Bank, the World Tourism Organization, and the American Development Bank.

He is a founding member of ‘Barcelona Global’ and the ‘International Place Branding Association’, has served on the advisory board of the ‘Global Cultural District Network’, and is a part of many international forums and panels. Juan Carlos is also a regular speaker and writer and takes part in academic endeavours as a visiting professor at various universities and institutions.

He holds a degree in Economics and Business Administration from the University of Barcelona, with further specialisation in international marketing from New York University, and is fluent in English, Spanish, and French. His professional roles have included Director positions at Future Brand and Coopers & Lybrand (now PwC), as well as at KPMG, and he served as the Promotion Director at the Spanish Embassy’s Commercial Office in New York, also overseeing marketing projects for the Barcelona ’92 Olympics Organizing Committee.