Eiroa was appointed CEO of Dubai Holding Entertainment, part of Dubai Holding, in December 2021, leading its portfolio of destinations, including Global Village, Dubai Parks and Resorts, Coca-Cola Arena, Ain Dubai, and Roxy Cinemas. In April 2024, the company launched the first-ever Real Madrid-themed park, Real Madrid World. In January 2025, Dubai Holding Entertainment partnered with Trip.com Group to promote Dubai’s top attractions in China. Eiroa was previously the CEO of CircusTrix and Palace Entertainment.