Núria Montes de Diego, currently Consellera de Innovación, Industria, Comercio y Turismo in the Generalitat Valenciana, has been recently in the limelight for good as well as bad reasons. Montes is a key figure in Spain’s Partido Popular (PP), and has long been involved in the tourism sector, which fits her profile — as it does for many other members of the Valencian government. While her other statements professional life has given her some amount of respect, its recent comments that have made after a natural disaster question the purpose.
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Profile Summary
| Name | Núria Montes de Diego |
| Date of Birth | October 29, 1969 |
| Age | 55 years old. |
| Place of Birth | Madrid, Spain |
| Current Role | Consellera de Innovación, Industria, Comercio y Turismo in the Generalitat Valenciana |
| Appointed | July 20, 2023 |
| Political Affiliation | Partido Popular (PP) |
| Education | Law degree, specialization in business management and tourism |
Núria Montes biography, career background
Núria Montes was born in Madrid on 29 October 1969, she has a degree in Law with postdegrees in Business Management and Tourism. Prior to her position at the Generalitat Valenciana, she was Secretary General of HOSBEC —the hotel business association in Benidorm— where she had an active role as tourism industry advocacy. These perspectives not only highlighted her dedication to economic development but also helped inform her beliefs on issues related to tourism. Montes made a point to vigorously oppose the tourist tax instituted by successive governments of Valencia in recent years — so ensuring, in her view, that visitors find lowering their barriers.
When Carlos Mazón’s team took office, he made her Consellera, once again positioning among the forefront in executing Partido Popular (PP) priorities in the region on July 20th of this year. Her is responsible for key portfolios in the Valencian economy, including innovation, industry, commerce and tourism, positions that put her in a significant position to influence economic policy in the region.
New comments: On the heels of a natural disaster
Montes has been at the centre of a PR disaster over comments made by her outside Feria Valencia – then used as a makeshift local morgue for hundreds of victims of serious flooding in Valencia province over recent weeks. The floods have left a death toll of 202 people and many still missing. In the course of an exchange with journalists, Montes went off-script to set off a backfire from outrage in public opinion.
When asked whether family members would be able to access the morgue area, Montes reportedly said relatives would not be permitted to go inside and should wait for notifications through the courts. It was particularly indefensible when she was overheard stating, “De dónde sacan a esta gentuza,” which most took to mean patronising and offensive considering the fresh state of the families of those murdered. The words she used quickly drew condemnation on social media, and organizations such as SOS Desaparecidos criticized her approach as “insensitive.”
The Public Outcry and Protocol Defense
After facing criticism, Montes double downed on her comments saying that the morgue is limited access since government protocol mandates that only judicial authorities can determine if and when information on the dead will be released. It is important, she stressed, in order to ensure that everything is done with evidence and legally respected, as only funeral services and courts can tell families. In light of that explanation, this proved too easy a target to shoot down as the first comments were universally taken as uncaring commentary by her making many wonder if she was fit for public office at all.
The timing of her remarks and the manner in which she made them have sparked legitimate fears that she’s out of step with how the acrid mechanics of these bureaucratic procedures strike at families still dealing with grief. Amid the disaster, Valencia was left in mourning like other communities and she comments only served to highlight a lack of compassion, responsive governance especially during times of crisis.
The Future: Montes’ Role and the Public’s Demands
Until now, Núria Montes did wait for political career with the PP to develop centred on tourism and supporting measures to enhance local economic activity. This is a clear indication of her no-tolerance approach towards the tourist tax that has hit Valencia economy big as tourism sector plays an important role in it. But this latest hubbub has also put the scrutiny on her role, sparking doubts over whether she is the right sort of a communicator at a crisis time.
Just like Montes, if she continues working as a prominent political figure the objectives of public interest could be under scrutiny to see how she tackles emotionally charged situations. Given the post catastrofe and now humanestic repercussions of her leadership, its also probable that everyday people directly impacted by this will want to see a more urbanely cautious tone going foward from their Madame.
Takeaway: Finding the happy medium between policy brain and people skills.
The experience of Núria Montes de Diego and how it permeates the entire Valencian economic policy is undeniable, but her latest statements show the difficulties that public office represents when dealing with such sensitive issues. Her background and views on business are generally aligned with what the PP believes is necessary for growth, but her recent controversy shows how hard it is to balance firm policy-making with empathy. From now on, Montes will have to navigate this balance in a way that will be crucial for both her political success and her connection with the Valencian people.
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Who is Núria Montes de Diego?
Núria Montes de Diego is the Consellera de Innovación, Industria, Comercio y Turismo in the Generalitat Valenciana and a member of the Partido Popular (PP).
What is her educational background?
Montes holds a law degree and has specialized in business management and tourism.
