A journalism graduate from the Complutense University of Madrid and currently pursuing a PhD in Political Science, Marta González has skillfully combined her academic training with a deep personal calling: communicating with authenticity and creating positive impact through stories from the equestrian world.
She has worked with specialised publications like GALOPE magazine, publishing interviews and features that gave visibility to key figures in the sector. She has also collaborated with Condé Nast Traveler, writing about unique equestrian experiences and international riding routes that blend nature, sustainable luxury, and cultural immersion.
In the institutional sphere, she worked as Project Manager at Hipódromo de la Zarzuela in Madrid, where she led communication campaigns and strategic actions linked to rebranding and revitalizing the venue and its events. Her innovative approach and global vision opened new avenues for collaboration between brands, tourism, and equestrian culture.
In recognition of her work, Marta has received the SICAB Award from ANCCE (National Association of Purebred Spanish Horse Breeders) twice — in 2020 and again in 2023 — one of the top accolades in the Spanish equestrian sector.
Beyond her media work, Marta has built a distinguished career as a global ambassador for prestigious equestrian brands. She has collaborated with LONGINES, the Swiss watch brand associated with the equestrian world, serving as a guest journalist and brand ambassador at elite events such as Madrid Horse Week, Paris Global Champions Tour, Dubai World Cup, and the Longines Masters in New York.
She was also invited as an ambassador by Maserati to attend the Snow Polo World Cup in St. Moritz, Switzerland — one of the world’s most elegant polo events. For three consecutive years, she represented the National Polo Tournament of Madrid, helping to elevate its image through strategic communication rooted in storytelling, global visibility, and cultural resonance.
Her travels have taken her across five continents, collaborating with elite equestrian resorts such as NIHI Sumba in Indonesia, widely recognised as one of the world’s top luxury resorts. There, she blended adventure tourism, horse welfare, and cultural storytelling.
Marta is not only a voice and face of international equestrian tourism — she is also the founder and leader of two major initiatives:
Equus Comunicación, a creative agency specialising in audiovisual content for the promotion of equestrian tourism, with a strong focus on visual storytelling, emotional impact, and alignment with sector values.
Mundo a Caballo TV, a television program airing since 2020 on Televisa and Sky México, as well as on YouTube. The program features horseback riding routes, interviews with industry leaders, and authentic equestrian travel experiences around the globe. It has become a reference for those seeking a more connected and meaningful way of traveling through nature and culture.
A new role with OMTE
With over 15 years of experience in media, project management, institutional communication, and tourism promotion, Marta González takes on this new responsibility with the aim of expanding the global visibility of the organisation’s initiatives and positioning equestrian tourism as a cultural, respectful, and transformative travel alternative within the broader tourism sector.
In this interview, Marta González reflects on her journey, the sector’s global potential, and why equestrian tourism offers an unforgettable, soul-deep experience for modern travellers.
First of all, Marta, how did you receive the news of your appointment as Director of Communication and Promotion at OMTE?
It was a moment of great emotion and responsibility. When the President of OMTE, D. José Sererols, announced my appointment, I felt honoured and deeply grateful for the trust placed in me. Joining OMTE in this role is both a professional challenge and a personal commitment to the values I believe in regarding equestrian tourism.
What does it mean to you to be part of an international organisation dedicated to equestrian tourism?
It means becoming part of a global mission to promote a form of travel that is slow, conscious, and deeply rooted in tradition and nature. Equestrian tourism is a cultural bridge between communities and a powerful tool for rural development, and I’m proud to help bring it to the forefront internationally.
You have a broad background as a journalist and communicator in the equestrian tourism sector. How did your connection with this world begin?
I’ve always had a passion for horses, but I never expected it would become, as it now is, both my profession and my way of life. I studied journalism and began working at a horse magazine, writing articles and conducting interviews in the equestrian sector. Later, I started my blog on HOLA.COM, and from then on, my career in this field has continued to grow. That blend of journalism and horses naturally led me to cover stories of riders, breeders, and territories shaped by horseback travel.
You’ve worked with outlets like Condé Nast Traveler and have been an ambassador for brands like Longines and Maserati. What have those experiences taught you?
They taught me the power of storytelling and brand identity. At Traveler, I published articles on various equestrian destinations around the world. On the other hand, working with brands that sponsor major equestrian events has given me insight into how top-tier international events operate. It has been amazing to experience different disciplines firsthand. These collaborations have also helped me see how equestrian culture aligns with broader lifestyle and travel narratives.
How would you define equestrian tourism, and what sets it apart from other forms of travel?
Equestrian tourism is not only a way to discover the world from the back of a horse — it’s a form of sustainable tourism offering exclusive and unique experiences. It’s immersive, intimate, and respectful of nature and local traditions. Unlike mass tourism, it’s about the journey as much as the destination. It invites you to slow down and truly connect — with landscapes, animals, and people. On horseback, you can reach places that would be very difficult to access otherwise.
You lead two specialised platforms: Mundo a Caballo TV and Equus Comunicación. What is the purpose behind each one?
Mundo a Caballo TV is an equestrian programme that aired on Mexican television. It focuses on content related to the equestrian world — interviews with breeders and riders, and stories of people and places connected to the horse sector and horseback travel. Equus Comunicación is a boutique agency offering strategic communication services for equestrian tourism and culture. Both projects aim to dignify and promote the sector with professionalism and creativity.
What roles do sustainability and animal welfare play in horseback tourism as you envision it?
They are absolutely central. Animal welfare is one of the pillars of OMTE’s approach to horseback tourism. We have introduced a new Animal Welfare Certificate for OMTE-affiliated companies. Promoting tourism that respects both animal wellbeing and the ecosystems we travel through is not only ethical — it’s essential for the long-term credibility and growth of our sector.
Do you think Spain fully values the potential of equestrian tourism?
Spain has extraordinary natural and cultural resources for horseback tourism — diverse landscapes, ancient trails, and a rich equestrian heritage. However, we still need more institutional recognition and professionalisation to truly position ourselves as a world leader in this field.
Which countries or regions do you see as international benchmarks in equestrian tourism?
France has done an exceptional job with its equestrian routes and certification systems. Argentina, Iceland, Mongolia, and Morocco also stand out for offering authentic and adventurous horseback travel. Each destination offers a unique flavour, and there’s much we can learn from one another.
What are the main challenges currently facing the equestrian tourism sector?
The lack of international regulation, limited visibility in marketing, and the need for more institutional support are key issues. We must work together to address these challenges through innovation and cooperation.
How can the industry improve its professionalisation and visibility?
Through dedicated training programmes, robust quality certifications, and strong communication strategies. We also need partnerships with tourism boards, rural development agencies, and international organisations. Visibility will come when we speak with one voice and showcase the richness of what we offer.
What role do specialised media outlets play in promoting these initiatives?
They are crucial. Specialised media create narratives that go beyond clichés — they bring depth, credibility, and context. They also serve as a bridge between local stakeholders and the international market, connecting stories, experiences, and audiences.
From your new position at OMTE, what will be your main priorities in the short and medium term?
In the short term, I aim to strengthen OMTE’s international presence through a clear communication strategy and a focus on creating digital content. The goal is to highlight the incredible horseback destinations offered by OMTE-affiliated companies around the world and to promote best practices. Ultimately, we want to position equestrian tourism as a sustainable and culturally rich alternative within the global travel industry.
Finally, what would you say to someone who has never experienced horseback tourism?
Try it once — you’ll never see travel the same way again. There’s something transformative about discovering a landscape from the rhythm of a horse’s steps. It’s an experience that touches your soul, opens your senses, and reconnects you with something timeless.
Source: Gallery Room – María García Toscano
