José María has had a long career as an international tourism consultant, always involved in the enhancement of the cultural and natural heritage, sustainable tourism and the creation of products and services for niche tourism markets.
Through his own company KOAN Consulting he has worked extensively in product design and marketing of food and wine tourism for a variety of regions and countries. Currently he serves as the training director for the Spanish Wine Tourism Association. He also shares the position of Technical Secretary of ITER VITIS – The European Vineyard and Wine Routes.
He is currently involved in different food system and food tourism development projects, such as the EU Project “Sustainable Food System for Development within the Social Economy in Europe”, launched in November 2017. He is also a lead in the new project “Los paisajes de la Sierra de Madrid se sientan a la mesa” (The landscape of the Madrid Sierra sits at the table), the first integral approach of responsible food tourism developed in Spain, with a pilot at the regional level financed by the Madrid regional Government. He also serves as Scientific Advisor of FoodTreX Pamplona, held yearly in Pamplona (Navarra, Spain).