United States Ambassador to the Kingdom of Spain and the Principality of Andorra (2013–2017) James Costos served as the United States Ambassador to Spain and Andorra from September 24, 2013, to January 18, 2017, during the administration of
President Barack Obama. His tenure focused on strengthening transatlantic relations through innovation, entrepreneurship, cultural diplomacy, defense cooperation, trade, tourism and the advancement of LGBTQ+ rights. Economic, Trade and Audiovisual Cooperation Costos prioritized expanding bilateral trade and investment between the United States, Spain and Andorra, emphasizing economic development, entrepreneurship, innovation, renewable energy and the creative industries. During his ambassadorship, U.S. exports to Spain increased, while Spain became one of the top European investors in the United States, particularly in infrastructure, energy and manufacturing. He collaborated closely with the
Spanish Institute for Foreign Trade (ICEX), the Spanish Confederation of Business Organizations (CEOE), AmCham Spain and U.S. agencies such as the Department of Commerce, The U.S Small Business Association and
SelectUSA to promote bilateral business partnerships. His leadership in the creation of the IN³ Summit, an Innovation, Investment and Impact Initiative which connected Spanish entrepreneurs with U.S. investors and technology leaders, and together with then
Google CEO
Eric Schmidt, Costos helped bring the fourth Google Campus (
Google for Startups) in the world to Madrid, cementing Spain's place on the global tech innovation map as a regional hub for startup activity. A major focus of his diplomacy was the promotion of Spain's audiovisual and entertainment sector as a destination for U.S. investment and production. Drawing on his earlier career at HBO, Costos introduced Hollywood executives to Spain's growing film and television industry. He hosted delegations of industry leaders—including
Ted Sarandos (Netflix), Richard Plepler (HBO), and Ron Meyer (NBCUniversal) and facilitated meetings with Spanish officials, producers, and film commissions to encourage co-productions and filming in Spain. These efforts contributed to a rise in U.S. productions filmed in Spain, including
Game of Thrones, Terminator: Dark Fate, and Allied. Following his diplomatic service, Costos continued advancing these collaborations as President of Secuoya Studios, fostering international co-production and investment in Spain's growing audiovisual economy. Promotion of Tourism and Transatlantic Connectivity Costos also championed tourism promotion as a pillar of economic diplomacy, working to increase travel between Spain and the United States through expanded air routes, joint marketing and public diplomacy efforts. He collaborated with
Turespaña,
Brand USA, and major carriers such as American Airlines and Iberia to grow transatlantic flight connections linking U.S. cities with Madrid, Barcelona, Málaga and eventually
Mallorca. Through media appearances and embassy-led initiatives, Costos promoted Spain to American travelers as a destination for culture, gastronomy, design, and heritage.
Condé Nast Traveler profiled him as “a modern ambassador redefining Spain's global image,” highlighting his advocacy for cultural exchange between both the U.S and Spain, and the importance of sustainable travel.
Architectural Digest also showcased the ambassador's residence in Madrid—redesigned with his partner Michael S. Smith, as “a reflection of Spain's artistic and cultural vitality,” emphasizing its use as a venue for hosting tourism, cultural and investment events. During his tenure, Spain recorded record high U.S. visitor numbers in 2015–2016, the strongest since before the global financial crisis, with American Airlines, Delta, and
United Air Lines all expanding direct services to the country. Industry observers credited these gains to coordinated embassy outreach, Costos's engagement with travel and hospitality leaders, and Spain's growing reputation as a safe and creative European destination. Defense and NATO Cooperation Costos oversaw a period of significant deepening in U.S.–Spain defense cooperation and Spain's integration within the North Atlantic Treaty Organization (
NATO) framework. During his ambassadorship,
Naval Station Rota in Cádiz became a cornerstone of NATO's Ballistic Missile Defense (BMD) system in Europe. Between 2014 and 2015, four U.S. Navy Aegis destroyers—USS Donald Cook (DDG-75), USS Ross (DDG-71), USS Porter (DDG-78), and USS Carney (DDG-64) were homeported at Rota, representing one of the most important U.S. military deployments in Spain in decades. In 2015, Costos helped finalize an amendment to the U.S.–Spain Defense Cooperation Agreement allowing a permanent U.S. Marine Corps crisis-response force to be stationed at
Morón Air Base, supporting operations across Africa, the Mediterranean, and the Middle East. This agreement transformed Morón into the permanent headquarters of the U.S. Africa Command's Special-Purpose Marine Air-Ground Task Force (
SP-MAGTF), reinforcing Spain's strategic importance to transatlantic security. He accompanied President Barack Obama during the 2016 presidential visit to Spain, which included meetings with
King Felipe VI, Acting Prime Minister Mariano Rajoy, and U.S. service members at Rota. The visit reaffirmed bilateral defense commitments and highlighted Spain's participation in NATO operations in the Baltic, the Mediterranean, and the Middle East. Under Costos's tenure, cooperation also expanded in counter-terrorism, cyber-security, and intelligence sharing, identified by both governments as priorities following terrorist attacks in Europe in 2015–2016. Cultural Diplomacy and Human Rights A strong proponent of cultural diplomacy, Costos and his partner
Michael S. Smith expanded the Art in Embassies program at the ambassador's residence in Madrid, curating one of the most extensive contemporary art installations ever presented in a U.S. embassy and opening it to the public. Costos was also a visible advocate for LGBTQ+ rights, hosting embassy events marking the 2015 U.S. Supreme Court marriage-equality ruling and supporting Spain's role in the U.N. “Free & Equal” campaign.{{cite news |title=U.S. officials take part in global Pride events |url=https://www.washingtonblade.com/2015/06/29/u-s-officials-take-part-in-global-pride-events/ ==Political Positions==