Manuel Butler

Tourism Counsellor at the Spanish Embassy in London. He has previously served as Executive Director at the UNWTO, General Director of Turespaña, President of the European Travel Commission, and General Director of Sales and Marketing for the HUSA hotel chain. His work focuses on strategic marketing and sustainability.

While at the UNWTO, he launched the INSTO Network of Observatories in Spain and helped position Spain as co-leader of the UN’s ONE PLANET initiative. During his time at Turespaña, he spearheaded the innovative Turespaña Demographic Clustering project in collaboration with Coca-Cola, using its insights to focus efforts on enhancing quality and sustainability in tourism.

In the UK, he founded the annual Spain Sustainability Day Forum and leads the Spain for All campaign, which promotes accessibility. A strong advocate for a new sustainable tourism model, Manuel Butler believes collaboration is essential — a conviction reflected in his role as Chair of ANTOR.