About Us

Tony Lara Medina

President & CEO

Tony Lara Medina is the President and Chief Executive Officer of Plus for Spain. He was born in Malaga, in the heart of Andalusia. Mr. Lara is a dynamic, knowledgeable professional, with a passion for travel, hospitality, and delivering exceptional service to his clients.

Some of Mr. Lara’s academic credentials include a Master’s program in Hotel Management, and a Master of Business, Touristic and Property Law. In addition, Mr. Lara has degrees in Tourism, Law and Real Estate, and also completed a number of finance courses. Mr. Lara became a Licensed Guide in Málaga, Seville, Madrid and Barcelona for travelers speaking Spanish, Catalan, English, French, German, Dutch and Italian, after completing several language courses in Brighton, Orleans, Heidelberg, Maastricht and Florence.

He was a Tour Escort in Spain, Portugal and Morocco and a Tour Leader for the Costa del Sol and Spain Tourist Boards. Later in his career, he was General Manager of the hotel Torre de Bolonia, General Manager of Viajes Trinidad and Viajes America Travel Agencies, and Tourism School professor at the Centro Español de Nuevas Profesiones. He is an expert of the Spanish Jewish Quarters.

During his career, Mr. Lara has visited more than 60 countries all over the world. He has a passion for his country, and has visited almost every major Spanish city, including all the regions as well as the beautiful lodges of the Routes of Paradores, probably the most authentic way of discovering Spain.

In his free time, Mr. Lara has been a model for Modexpor, a Member of the Spanish Fashion Institute, a Boatmaster, and during his time in university he was a member of "la Tuna" as a guitar player. Mr. Lara loves food and wine, and he is a member of the International Association of Culinary Professionals. Mr. Lara lives in Barcelona, and is married with two children.