Marta González, known for her work in journalism and business, has built a career in equestrian tourism from Menorca, drawing on her family heritage and personal setbacks. Her work is linked to the Organización Mundial del Turismo Ecuestre (OMTE) and wider efforts to promote responsible riding tourism. Her story also reflects the potential for rural businesses to connect local traditions with international visitors.
González’s connection to horses began in childhood, influenced by her father, the late Dámaso González. Early experiences on the family estate in Viveros fostered her interest in animals and rural life. Although she initially pursued journalism and political science with an eye toward academia, a period of personal difficulty brought her back to those roots and into equestrian communication, then a niche field.
In 2013, she began writing a horse-focused blog for ¡HOLA!. She went on to develop her work in advocacy and content creation, with a focus on animal welfare and rural development. Across Europe, equestrian tourism businesses offer services such as trail riding and instruction. Some also provide horse boarding or welfare services; a center in Champagnac, France, for example, is listed by Tourisme Sumène Artense as a certified equestrian-tourism and animal-welfare center.
González is described as holding a basic position within OMTE, where she and her partner, Fabri, have introduced animal-welfare certification as a standard for equestrian tourism. The scheme is an industry initiative, not a legally mandated certification structure. Its stated aim is to make animal care part of the sector’s development while supporting local economies. González says women are increasingly leading equestrian-tourism projects and businesses, particularly in rural areas.
Her professional journey is closely tied to her personal life. After years of balancing her passion for horses with event planning, González found stability with Fabri, a horse trainer. They have brought their professional lives together while maintaining their individual ambitions. She says finding the right partner allowed her to keep her lifestyle instead of compromising it, a sentiment echoed by others who have spoken publicly about overcoming adversity, including Boris Izaguirre in a feature on overcoming trauma and adversity.
González’s work extends beyond Spain. She has taken part in equestrian journeys in Indonesia and Mexico, as well as Argentina and Africa, experiences that have broadened her perspective on the cultural and economic significance of horses. In Menorca, she has helped promote the Pura Raza Menorquina through events such as Menorca Horse Week, connecting the island’s equestrian heritage with an international audience.
The wider tourism economy puts the island’s interest in alternative visitor experiences in context. The 2025 report on the Balearic economy, work and society, prepared by the Consejo Económico y Social de las Illes Balears, gives Menorca a tourism seasonality index of 48.5%, compared with 26.8% for Mallorca. Ibiza’s index is 78.6%. The figures show differing seasonal patterns across the islands, but do not measure equestrian tourism specifically.
Across the Balearic Islands, 3,167,905 domestic and international tourists visited in August 2026, up 2.33% year on year. Tourist expenditure reached €4,589.86 million, an annual increase of 4.67%, information from the Instituto de Estadística de las Illes Balears (IBESTAT). These island-wide totals describe the broader tourism market; they do not show the size or economic contribution of equestrian tourism in Menorca.
González argues that equestrian tourism can help counter depopulation in Spain’s interior by creating year-round employment and supporting local businesses. She says Spain is already the second most in-demand country in Europe for this form of tourism, and that further investment and international promotion are needed to realize its potential. Extending visitor activity beyond peak periods is relevant to Menorca’s seasonal pattern, though the island-wide tourism figures do not quantify that effect.
Despite her achievements, González has faced personal setbacks. The theft of sentimental family items from her estate was a impressive blow, reflecting the emotional importance of her heritage. She remains focused on family unity and supporting her sisters and mother, whom she describes as basic to her sense of belonging.
Her daily life balances executive responsibilities with her passion for horses. She manages a demanding schedule, particularly during wedding season, and says she has learned to prioritize peace and personal growth. Her approach to well-being combines disciplined routines with faith. She also values authentic relationships, which she associates with her rural upbringing.
González continues to pursue projects linked to animal welfare and rural development, including initiatives at Los Prados, her family estate. She remains open to future journeys on horseback with Fabri. Her experience brings together personal ability to recover and family tradition, as she works to give rural equestrian businesses a place in a changing tourism economy.
Spain’s equestrian sector draws on many breeds and a favorable climate. It also has longstanding traditions. In rural areas facing depopulation and economic pressures, tourism models that connect visitors with local landscapes and livelihoods have become increasingly relevant. González’s work in Menorca puts equestrian heritage and animal welfare within that broader discussion of rural tourism.
