Manni Coe - Our founder and CEO
Manni Coe is the founder and CEO of TOMA & COE, a boutique travel and cultural experience company built on a lifelong relationship with Andalucia.
“Having travelled widely, there is nowhere on earth that inspires me more than Andalucia. Sharing my passion for this extraordinary part of the world has become both my personal calling and my professional purpose.”
Manni carries a British passport but often jokes that he has an Andalucian soul. He likes to say a lazy stork dropped him in West Yorkshire rather than flying further south.
Discovering Andalucia
Manni’s connection with Andalucia was not linear. After studying Spanish at Edinburgh University, he spent nearly three years travelling through Latin America, working as a guide and developing his understanding of Spanish-speaking cultures.
He later lived and worked in London before realising that his long-term future lay in a Spanish-speaking country. In 2000, he moved to Spain permanently.
Almost three decades later, Andalucia continues to shape both his personal and professional life. He remains captivated by its people, culture, festivals, food traditions, mountains, deserts, coastline, historic cities, and small villages.
This fascination with place evolved and became the foundation of TOMA & COE’s philosophy: travel as cultural immersion rather than simple sightseeing.
The Birth of TOMA
Almost twenty years ago, Manni took a personal leap of faith. He secured a bank loan and purchased a FIAT DUCATO van, converting it into a small touring vehicle with seating for guests.
That first company became TOMA TOURS — an acronym for Traditional Original Marvellous Andalucía.
He travelled along Andalucia’s country lanes and hidden backroads with guests from around the world. Clients affectionately nicknamed him “Manni with a Vanni”.
Demand quickly grew. As bookings increased and itineraries became more complex, Manni partnered with long-time friend Fernando Montón to build a professional travel agency rooted in authenticity, local relationships, and deep regional knowledge.
Their shared vision was simple: to reveal the real Andalucia, not just the famous landmarks.
Building relationships and creating experiences
Over time, TOMA & COE developed an extensive network of trusted partners across southern Spain, including family-owned wineries, olive farms, restaurants, hotels, and artisan producers.
One guest, visiting Andalucia for the eighth time, wrote in a guest book:
“Thank you for showing me the Spain I never knew.”
Her comments motivated them to search deeper and wider for the most authentic venues, wineries, olive oil farms, restaurants, hotels and activities. And that sentiment continues to guide TOMA & COE’s design philosophy. Every itinerary is built with the same care and precision as if it were being planned for close friends.
The business has grown like an olive tree – slowly, deeply, and with strong roots in community relationships.
Rebranded yet constant in aim
In 2011, TOMA TOURS became TOMA & COE with a sparkling new brand identity, developed by an agency in London with a new look and corporate logo.
Armed with a more powerful website and an innovative marketing strategy, TOMA & COE began to receive enquiries from all over the world. They are proud to have worked with clients from over 25 different countries.
Their global reach continues to grow. One of the highlights of 2025 was working with one of the Sultans of Malaysia who so loved his time in Andalucia that he plans to return.
Literary career and creative development
Manni’s creative writing career deepened during the global pandemic, when travel slowed and creative reflection began.
During this period, he began writing two books which were later published internationally by Little Toller, Canongate, and Greystone Books.
The first in the timeline, Little Ruins, is a deeply personal story set on an historic olive farm in central Andalucia, originally built in 1870 by a Basque count. The book begins as a lyrical celebration of rural Andalucia, olive groves, wildlife, water systems, and life on the land, before taking a deeply emotional turn following tragedy in their quiet corner of the region.
Readers’ responses to the book have been profoundly meaningful, reinforcing Manni’s belief in the healing power of storytelling.
Manni also co-authored a book with his brother Reuben, who has Down Syndrome.
Separated during the pandemic, Reuben wrote him a text message that struck through his heart like a burning arrow – “brother. do. you. love. me.”
Manni’s response became the foundation of a Sunday Times bestselling book featuring Reuben’s artwork and illustrations. The project celebrates family bonds, disability advocacy, and the importance of inclusive storytelling.
Writers’ Retreats
Manni’s literary work inspired the creation of TOMA & COE Writers’ Retreats, offering emerging writers space, mentorship, and focused time to develop their manuscripts in inspiring locations across the UK and Spain.
The retreats have already produced tangible creative success, including:
- Book publishing deals
- University creative writing placements
- Ongoing writing communities that continue long after the retreats end
These programmes reflect TOMA & COE’s belief that creative travel and creative writing are deeply connected forms of personal development.
Luxury DMC and bespoke travel design
Today, TOMA & COE operates as a specialist Destination Management Company (DMC) across Malaga and wider Andalucia.
The company designs bespoke experiences for discerning international travellers seeking authenticity, cultural depth, and luxury at a measured pace.
Travel design is treated as choreography — balancing timing, environment, climate, and guest experience. Detailed planning considers:
- Seasonal weather conditions
- Travel distances and comfort
- Local cultural events
- Exclusive access experiences
The goal is always seamless travel that feels effortless for guests.
Global clients and media recognition
TOMA & COE works with international agents, corporate clients, and high-profile visitors seeking premium travel experiences in Spain.
The company has worked with global guests including members of international royal families, corporate executives, and cultural organisations.
Media and broadcasting collaborations include:
- BBC television productions
- BBC Radio 4 travel programming
TOMA & COE is also officially registered as a fixer and logistical partner for BBC productions in Spain.
Their tours have also received recognition from The Telegraph, which selected their Classic Andalucia tour as one of the greatest holidays in Spain for 2026.
Accreditations
These are just some of the media collaborations and mentions that Manni and TOMA & COE have received.
BBC – Great Continental Railway Journeys with Michael Portillo.
BBC Radio 4 – Ramblings with Clare Balding. Not only did Manni appear in two of the programmes’ episodes. He worked as a fixer for the entire series of episodes recorded in Spain. TOMA & COE is registered as an official fixer for the BBC in Spain.
The Telegraph – The CLASSIC ANDALUCIA tour was chosen by the Telegraph as one of the greatest holidays in Spain for 2026.
The TOMA & COE Promise
At its heart, TOMA & COE is built on trust, friendship, and long-term relationships.
The team prides itself on adaptability and logistical excellence, ensuring itineraries can be adjusted quickly when needed while maintaining high service standards.
Travel is treated as a shared experience between hosts, guests, and local communities.
As Seen In
